corder's-column:-swatch-could-reignite-moonswatch-frenzy-with-a-snoopy-edition-in-2023

CORDER'S COLUMN: Swatch Could Reignite MoonSwatch Frenzy With A Snoopy Edition In 2023

Omega’s Speedmaster Silver Snoopy 50th Anniversary edition.
Moonswatch rob corder 11
Rob Corder.

Hodinkee called MoonSwatch its watch of the year for 2022, not so much for its technical or creative qualities, but because it lit up the staid world of watches in a way that no other timepiece has come close to achieving in the past decade.

Much of the hysteria was fuelled by a relatively small cohort of flippers, but the watch would never have become a tradeable commodity if demand among the general public had not overwhelmed supply in the first days and months after the MoonSwatch launch.

Profiting from flipping MoonSwatches is fast becoming a distant memory, with most examples now being advertised online at little premium  over retail prices, but there is no reason to think that the feeding frenzy could not be reignited with the right MoonSwatch launches in 2023.

A Snoopy special edition would be a nailed-on success, so desirable I would confidently predict the need for crowd control again if it were to hit shops

The key, and there is zero chance I’m ahead of the team at Swatch on this, will be to turn MoonSwatch into a platform that can keep delivering exciting products long into the future.

As the collection develops, the business can generate demand for special editions through advertising or, most likely, simple word of mouth across social media.

A Snoopy special edition would be a nailed-on success, so desirable I would confidently predict the need for crowd control again if it were to hit shops.

The colour scheme of the Omega Speedmaster Silver Snoopy Award 50th Anniversary watch would be perfect, and a little representation of the world’s most loved beagle in the subdial at 9 o’clock would make people wild with envy.

There are, of course, other iterations of the Speedmaster Snoopy, so Swatch could even create a special three-piece collection.

Moonswatch pwm8c9se08281 scaled
Picture courtesy MatthewDPX on Reddit.

Swatch could sell a million of these in minutes online. But, since the company currently insists people go to physical stores to buy MoonSwatches, the queues are inevitable.

Swatch Group CEO Nick Hayek has been on record to say that MoonSwatch will be used to expand Swatch’s network of physical point of sales, so there is certain to be a multi-year programme to make that work.

Over the years, I expect predicting what new MoonSwatches will come out will be as popular as the sport of guessing what Rolex has planned.

I’m already hooked on the rumours.

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