To the Moon today !

Yes my Pluto is certainly turning out to be durable. I'm not very good at being careful with them, the chrono is used and mine still looks brand new.

No idea why they can't increase production though, I'm beginning to think it's a marketing ploy to get people into the shop and notice the rest of their offerings.

Nice Omega! I don't mind them taking the unmet demand page from the Rolex play book as long as they don't adopt the rest.

Still not a fan of how Swatch is doing distribution of this, how they have not been able to ramp up production by now is confusing.

No idea why they can't increase production though, I'm beginning to think it's a marketing ploy to get people into the shop and notice the rest of their offerings.

I don't mind them taking the unmet demand page from the Rolex play book as long as they don't adopt the rest.

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Companies are not necessarily in the business of providing you and I with the products that we want. They are first and foremost in the business of making money. If creating artificial demand by restricting production/distribution, designing "limited editions", etc. makes them more money then guess what they will do? Their ploys only work if we play along and of course we do so they keep doing them.

I think it's more interesting that they haven't opened more Swatch stores to sell even more. There's only one or two Swatch stores in each state and if you really want one you would have to travel far for them. I had to go to Vegas to mine and I live in LA (although there used to be a Swatch store here before COVID and a new one is opening up).

I get that , but that is now how they originally marketed it. They even came out with statements saying “this is not a limited run and will be readily available.” So I’m giving the company the benefit of the doubt that production is the challenge. But they could be just flat out lying also. Lol.

What about production do you think hasn't been increased? Every time I go into my local Swatch store, they have all but the most popular models, and plenty of them. There's no shortage.

Production has been increased, but the pivot to only selling from stores was due to production issues. They have a store still set up online and they have all been sold out since the release March 2022, they started selling them online and moved to the store only structure after. If production was fine and they weren't trying to do a limited run as they said they weren't they would be selling them from their online store no?

I'm afraid that's incorrect.

The watches were initially only sold through stores, with an annoucement that sales would move online. Following the realisation that sales were going to be far higher than expected (i.e the hype worked), nick hayek stated that sales would remain through stores only. The watches were never sold online.

The fact you can still not buy them online does not equal a restriction in production, either intentionally or otherwise.

The online store doesn't say they are "sold out" rather that you cannot add it to your cart and buy it online. Again, that does not explicitly mean they can't keep up with demand.

To add, you may be right, demand may still outstrip supply for the most popular models (Moon, Mercury and Neptune), and this may be due to production capacity, but that has nothing to do with the Store-only purchase model.

I don't believe the store only purchase model is the reason for supply and demand issues, it's a symptom of it and just saying i'm not a fan of it. You are right they didn't sell them online I was saying they set up the store in plans to do so. Over a year and 5 months later they still haven't, maybe it is all by design and production isn't a problem, as mentioned above by other posters, but it is either production issues, or keeping it exclusive, either way I wish they were more readily avail.