Omega Speedmaster vs MoonSwatch
The brand implecations for the Omega Speedmaster by the MoonSwatch
If you have been living under a rock for the past year, you might not have noticed the release of the new Omega MoonSwatch in collaboration with Swatch. The release was surrounded by a lot of controversies in the beginning. People were questioning the quality of the watch, the “sell-out” of a classic design, and the implications for the brand as a whole. However, the audience doesn’t lie. All over the world, people line up in queues every day for hours to get their hands on the new watch. The popularity doesn’t lie, but what are the implications for the brand? What is the purpose, and what will happen to the Omega Speedmaster as a consequence of the MoonSwatch?
To understand the purpose of the MoonSwatch, one has to consider the Omega brand and its heritage as a whole. For years, Omega has centered around the Omega Seamaster, which has evolved around the perpetual brand collaboration with the James Bond franchise. Omega has always been big on limited editions, and the Seamaster has been no exception.
Did you know?
In 1957, Omega introduced the inaugural Speedmaster model, ref. CK2915, equipped with the caliber 321 movement. Two years later, in 1959, the ref. 2998 was launched, featuring a sleek black Tachymeter bezel, a 40mm case, and stylish Alpha hands.
The Omega Speedmaster was officially appointed by NASA to be the first watch on the moon in 1965. After rigorous testing and evaluation, NASA selected the Speedmaster as part of their standard equipment for all manned space missions. The historic moon landing with the Speedmaster took place during the Apollo 11 mission on July 20, 1969, when Buzz Aldrin wore his Speedmaster while stepping onto the lunar surface, making it the first watch to be worn on the moon.
Omega has released countless limited editions and special models. Among the most popular are:
- Speedmaster Professional “Moonwatch” – Ref. 311.30.42.30.01.005,
- Speedmaster Professional “Sapphire Sandwich” – Ref. 311.30.42.30.01.006
- Speedmaster Racing – Ref. 326.30.40.50.01.001
- Speedmaster “Dark Side of the Moon” – Ref. 311.92.44.51.01.003
- Speedmaster “Apollo 11 50th Anniversary” – Ref. 310.20.42.50.01.001
- Speedmaster “Silver Snoopy Award” – Ref. 310.32.42.50.02.00
When Raynald Aeschlimann became CEO & President at Omega, he marked a change for the brand. The Speedmaster with its space-exploring history was the REAL story. Omega would not pivot from the Seamaster focus, but the Speedmaster deserved much more spotlight. How did Omega traditionally solve the issue of bringing the Speedmaster back into the spotlight? By making limited editions.
Limited editions can be cool. They appeal to the hard-core collector’s “Gotta have ’em all” feeling, but limited editions can be problematic. When there are too many of them, they become obsolete. A limited edition Speedmaster does not feel like a limited edition Ferrari. Even though it’s rare, it might not be as sought after. People who buy the Speedmaster are looking for authenticity and the tool watch feel, not for special jewelry.
So this imposes a new problem. How does Omega keep revenues high, put the Speedmaster in the top-tier list where it belongs, while keeping the hard-core limited edition fans engaged? The answer caught everyone by surprise, and to be honest, I find it brilliant. The introduction of the MoonSwatch offers a highly collectible, high-grossing watch for the Swatch Group, and what not many seemed to notice at first: It made the Speedmaster more attractive and less accessible.
So by increasing the price of a Speedmaster dramatically and stopping the constant flow of limited editions, Omega had a perfect opportunity to release a fresh series of watches with the MoonSwatch collection. It will gather a new audience for the excellent chronograph, increase the exclusivity of the “real” Speedmaster, and let’s face it: It’s fun! Watches with long lines of history don’t have to be boring. The traditional design is not hurt by a bright blue plastic color and will be just fine for the next 50 years.
