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It’s no secret that the old guard of luxury labels is struggling to decipher and decrypt modern hype. But by taking risks and the time to discern the desires of contemporary consumers, Swiss watchmaker Omega has manifestly cracked the code via its highly sought-after collaboration with sister brand Swatch.
They call it the MoonSwatch, as it pivots on fun, affordable riffs on the time-honoured Speedmaster Moonwatch. And ever since its March '22 launch, the only way to secure a certified genuine one has been to either: a) visit one of the select few Swatch stores that occasionally stock a limited sum of a selection of colourways (hint: if there's a queue outside, you can all but guarantee its a restock day), or b) hit up a hypey resale platform like StockX.
“In the week after the Swatch x Omega release, we saw more than 2,000 trades across the 11 different watches – the fastest-selling watch release in StockX history,” says the marketplace’s merchandising director of sneakers & collectibles. “The collection still dominates our watch category – out of the top 25 best-selling watches on StockX in 2023, 17 are from the Swatch x Omega collaboration.”
The popularity of the MoonSwatch on StockX speaks volumes: it authenticates Omega’s triumph in attaining authority in today's hype market. And since 60% of StockX users are under 35 years old, it confirms that the collab is taking the necessary steps to future-proofing its status, akin to Tiffany and Co. and Louis Vuitton, fellow luxury stalwarts that have indulged millennials and Gen Zs with Supreme and Nike collaborations.
Catnip for hype collectors it might be, but, as you might expect, traditional watch collectors are divided over the bioceramic, super-luminova wristwear. Over in Reddit's r/watches forum, u/Spartan0330 says, “I love this watch. I love that I own it. I love how it just feels on my wrist,” whereas u/Jacollinsver describes the timepieces as “happy meal toys”.
But since the collection is ushering in new members to the watch community – “Say what you want about this little stunt, but it birthed new watch mongers out there. Including me. Never really was into watches 'till I found out about this little piece,” says a third Redditor, u/Kidlat_Alon – and sales of the 'real' Omega Moonwatch Speedmaster are said to be on the up, what does it matter? The likes of Daniel Craig and Ed Sheeran are fans! And so are we! And maybe you are too! And if you are, we say, get one!
Which one?, you ask.
Well... here's our ranking from good to great, including the OG 11, the Moonshine Gold editions and the brand-new Snoopy MoonSwatch. And while you're here, why not sign up to our weekly watch newsletter, About Time?
Mission on Earth
The subdued, ironically unearthly colour palette and the odd choice of name – 'Mission back to Earth' would have made much more sense, wouldn't you agree? – are the key reasons why we we feel Mission on Earth deserves to be at bottom of our list. Sorry, home planet.
Original release date: 26 March 2022
Mission to the Sun
Mission to the Sun's intense shade of yellow is giving McDonald's, which suggests this was the very colourway that inspired u/Jacollinsver's "happy meal toys" remark. Still, the shiny dial is a super neat touch, and, we're a little obsessed with seeing how the Tiktokking tastemakers style it.
Original release date: 26 March 2022
Mission to the Moon Moonshine Gold Strawberry Moon
We won't reveal where, but the Mission to the Moon Moonshine Gold MoonSwatch (which may well hold the world record for most 'moons' in a moniker) is VERY high up on our ranking. Here, that dashing design is disrupted by some sickly sweet strawberry garnish that only really makes sense if your name's Paul Hollywood.
Original release date: 3 July 2023
Mission to Mars
The Mission to Mars MoonSwatch, complete with spacecraft-inspired chronograph subdial hands (cool!), looks like a playboy's watch – something for the runners in the Billionaire Space Race, and those who aspire to be like 'em.
Original release date: 26 March 2022
Mission to Uranus
Mission to Uranus looks fab paired with that blue shirt/white trousers combo you depend on during your Mediterranean vacations. It's just a shame the name elicits some rather crude dad jokes...
Original release date: 26 March 2022
Mission to Pluto
Kinda looks like a prop from Oppenheimer, and if you've got that old-fashioned swag thing that Cillian Murphy has got going on, that may just work to your advantage.
Original release date: 26 March 2022
Mission to Jupiter
The Jupiter MoonSwatch looks straight out of another Nolan flick, Interstellar. The rocket indicator-esque design unites a tasteful beige foundation with orange accents to create an out-of-this-world accessory.
Original release date: 26 March 2022
Mission to Venus
The combination of a powder pink case, a champagne dial and a trio of oval subdials adorned with diamond-like details makes for a cutesy timepiece that look super chic on the right wrist, especially when the velcro strap is swapped out for a white leather one.
Original release date: 26 March 2022
Mission to Saturn
A timeless, versatile colour scheme joins a playful detail (see: the subdial that depicts the watch's namesake, Saturn) to create one of the strongest Omega x Swatch offerings.
Original release date: 26 March 2022
Mission to Mercury
Mission to Mercury is, quite simply, Mission to the Moon's more rugged brother.
Original release date: 26 March 2022
Mission to Neptune
Mission to Neptune is the most coveted MoonSwatch simply because it's the hardest to come by (its scarcity has everything to do with the fact that the original run unintentionally left a blue stain on some wearers' wrists). It's also Daniel Craig's MoonSwatch of choice.
Original release date: 26 March 2022
Mission to Neptune Moonshine Gold
It's the blue MoonSwatch that everyone's after, except this one doesn't deposit any unwanted residue on the skin. Plus, it's finished with a fancy-schmancy *Moonshine Gold seconds dial that's – drum roll please for the cool gimmick – formed under a full moon (it comes with a certificate just to prove it).
*Moonshine Gold is a pale gold alloy exclusive to Omega that mimics the colour of moonlight.
Original release date: 30 August 2023
Mission to the Moon Moonshine Gold Swiss Lantern
Asides from the aforementioned Strawberry Moon edition, the Mission to the Moon MoonSwatches are the cream of the crop as they most resemble the 'real' Moonwatch Seamasters that typically cost thousands of pounds. Here we have the Swiss Lantern pattern Moonswatch which was released to celebrate Swiss National Day.
Original release date: 1 August 2023
Mission to the Moon Moonshine Gold Snowflake
Together, Omega and Swatch marked the end of 2023 – the year of the Moonshine Gold MoonSwatches – with a wintery edition of the Mission to the Moon Moonshine Gold.
(Wintery = there's a subtle snowflake pattern on the seconds hand that's as fun and harmless as it is unoriginal.)
Original release date: 27th December 2023
Mission to the Moon Moonshine Gold Beaver Moon
The 'Beaver Moon' edition of the Mission to the Moon Moonshine Gold played things safe, pleasing casual watch shoppers(it's almost identical to the very best MoonSwatch), but leaving staunch collectors a little dissatisfied.
Its USPs? The Moonshine Gold second hands not only boasts a glow-in-the-dark component but also an etching seemingly inspired by a Beaver's favourite snack: bark.
Original release date: 27 November 2023
Mission to the Moon Moonshine Gold Lollipop
What distinguishes October '23's Mission to the Moon from the rest is its Moonshine Gold lollipop seconds hand, complete with a glow-in-the-dark circular detail, that pays homage to 1961's Omega Speedmaster CK 2998-3 FAP. It's absolutely special, yet it lacks the charisma possessed by the following.
Original release date: 28 October 2023
Mission to the Moon Moonshine Gold Flower Moon
Slightly more fetching than the Swiss Lantern edition is the Flower Moon iteration of Mission to the Moon that sees a delicate floral pattern embellish the Moonshine Gold seconds dial.
Original release date: 3 June 2023
Mission to the Moon Moonshine Gold Pink Full Moon
In fourth place is the Pink Full Moon edition of Mission to the Moon which is distinguishable by its pink Super-LumiNova Moonshine Gold seconds dial which was formed under the pink full moon of April '23.
Original release date: 5 May 2023
Mission to the Moon Moonshine Gold Harvest Moon
Dropped to celebrate the harvest moon, this Mission to the Moon is characterised by an autumnal barley grain-patterned Moonshine Gold seconds hand which boasts a phantasmic glow-in-the-dark unit. A must for the spooky season and beyond.
Original release date: 29 September 2023
Mission to Moonphase (Snoopy MoonSwatch) – Black
Ultimately, Omega x Swatch is a bit of fun. A very profitable bit of fun, mind you, but, still, an alliance that understands the value of a light-hearted approach. Bearing that in mind, it makes sense that two of the best MoonSwatches dares to put a smile on your face – the Snoopy MoonSwatches.
The timepieces acknowledge Charles M. Schulz's character's time-honoured relationship with Omega, as well as the space industry. Plus, they introduced a moonphase complication to the line.
Here we have the second edition inspired by the new moon.
Original release date: 8 April 2024
Joseph Furness is the Assistant Editor of Esquire, covering menswear and grooming. Joseph has previously written for the likes of British GQ, Mr Porter, Highsnobiety, Footwear News and Farfetch.
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