Is the MoonSwatch all hype? Yep. It’s going to be available soon. If you want one, you’ll be able to get one. They WANT to sell you one whether you‘re a watch enthusiast or a regular old muggle. I’m fine with that. Straight away, that means if I see a watch I like, I’ll try and get it. This isn’t every watch brand though, is it? Some limit production, some blame/instruct their AD’s to get more out of you, some interview you to ensure you’re worthy; these brands don’t need /want me as a customer - which is also fine - they’re not for me.
I see similarities between all this and the PS4/Xbox/Wii sales. Sony and Microsoft were so busy trying to outdo each other in attracting the enthusiast gamers with higher and higher specs, they didn’t notice Nintendo coming along taking everybody else. The people who never played games. The people who didn’t a need/want a gaming console. The people who told you to stop playing on consoles and go out more. Nintendo managed to sell a console to those people (as well as gamers). That was a huge (untapped) market share. Most people in the queues weren’t watch enthusiasts or flippers they were just regular people that had heard about this Omega x Swatch thing.
Why the picture? I went to get myself a MoonSwatch this morning (wasn’t successful, obviously!) so I walked round to the two Omega boutiques nearby. There were a constant stream of people looking at the window display. Some even went in. I‘ve been in the same Omega boutiques, every time the Sales staff outnumber the customers. Not today. A £207 plastic quartz watch did that. The watch community is commenting about it. Watches haven’t been on the news like this since Paul Newman’s Daytona sold. That’s hype working.