Omega x Swatch MoonSwatch Review: The Phenomenon Three Years Later

Within the last few years, one watch has received more hype — or overhype — than any other: the multi-brand collaboration that set the watch world on fire three years ago, the Omega x Swatch Moonswatch. People waited hours in line for it. Flippers grabbed as many as they could and listed them well above their retail cost all over the internet. People were charmed. People were horrified. Either way, people were talking. 

Wherever you stand on the old Omega x Swatch MoonSwatch debate, no one can argue that its very existence didn’t change the landscape of watches irrevocably. We have firmly entered the post-MoonSwatch era. But now, three years later, what change did this unlikely Bioceramic collaboration incite? What’s up with this collaboration now? And will this duo of watch giants ever be stopped? 

Below, I will tackle the controversial topic we’re gathered here today to mull over: the Omega x Swatch MoonSwatch. Further, I will do my best to break down the context of it all in an easily digestible manner, mix in my own philosophical musings on ways to look at this Frankenstein hybrid of luxury-meets-mass-production, and dive into one specific piece from the 11 original models, in form and function. So without further ado, let’s get into the good stuff. 

Some Context

When the first round of the Omega x Swatch MoonSwatch blasted onto the scene, it was something of an example of right product, right time. The hallowed (or blasphemous) year was 2022, which, as you might recall, was just a few short years after everyone was sequestered away from society during COVID (I promise I have a point here). During that time, many found themselves suddenly bitten by the watch-collecting bug, more inundated with a new horological hobby, and more in tune with the landscape of the watch world than they expected to be, especially with the social-media element. So, you now have more people paying attention to watches than ever before, and now with the added convenience of being able to pay a visit to brick-and-mortar stores. And if you’re a lucky member of the Swatch Group, you have the perfect storm to create a feeding frenzy outside of your retailers with the release of a completely novel new collab. 

After some initial teasing on social media, the first signs of what was to come revealed: a Swatchified version of one of the most iconic watches of all time, the Omega Speedmaster Professional Moonwatch. Featuring a bioceramic case rather than the Speedmaster’s steel one, and debuting in 11 different color combinations, or “Missions,” inspired by different fixtures of our very own solar system, the MoonSwatch was generating hype online before people even knew how to get their hands on their own. Of course, there was a catch: despite the buzz, these watches wouldn’t be available online, and they would only be available at select stores globally. 

While this definitely induced much grumbling, this one-two punch was a stroke of marketing genius, creating a sense of urgency and scarcity that were the two major contributing factors to inciting an affliction that can only be accurately dubbed MoonSwatch Madness. From New York to Tokyo to Berlin, Beijing, Sydney, and beyond, people queued up for hours upon hours outside of Swatch stores worldwide, hoping for a chance to get a MoonSwatch of their own – or to profit from the hype by reselling models online for triple the price. There were folding chairs, there were plenty of blankets, puffer coats, and Thermos mugs of the eager public in climates still chilly in early March. The MoonSwatch Madness had firmly set in before retailers even unlocked their doors. 

It is important to note that this was not the first time two differently positioned brands had made special collaboration watches. Watchmakers have been doing it for decades. Rolex has been putting out special-dial models (like the Domino’s edition of the Air King) since the 1970s, Bulova teamed up with Christian Dior in the late '60s for an entire women’s collection (marketed as “the poor girl’s rich-watch, funnily enough), and even Apple linked up with Hermès in 2015 for its own high-meets-low edition of its smart watch. But, the real magic-in-a-bottle element that the MoonSwatch had going for it was the fact that this was representative of the first time that two brands, in the same group, at staggeringly different price points, combined strengths, delivering a completely new product (not just slapping a symbol on a dial), offering the Speedmaster’s legacy with a Swatch price tag. 

In the three years since MoonSwatch Madness set in, the fervor of the initial hype has abated, but not completely died out – a steadying somewhat due to the brand’s changing tactics over time. While the duo initially teased that the MoonSwatch might never be available for sale online, the brands have backtracked on that plan, and you can now add four of the original collection models straight to your cart. Additionally, over the years, the brand has cranked up its cadence on releasing specialized limited editions – at the time of writing, there have been a whopping 22 limited-edition models sent out into the world, often coinciding with lunar events that seem to get increasingly esoteric as time goes on. In attempts to keep up the momentum and scarcity mindset, the limited models continue to only be available in certain time windows, again, coinciding with specific phases of the moon (for example, the “Mission to the Moon Gold Beaver Moon” and “Mission to the Moon Moonshine Gold Strawberry Moon”). Though the brands would likely disagree with me, I think making these reasonably priced options more accessible from a consumer standpoint is for the best, given that, from my perspective, accessibility is kind of the whole point. 

Omega x Swatch “Mission To Pluto” Dial 

As I alluded to earlier, moving forward, I will be viewing one specific non-limited edition model from the Omega x Swatch MoonSwatch collab on a more microscopic level. And, as you’ve likely guessed from the imagery used throughout this article, the lucky contestant is the model that pays tribute to the dwarf planet in our solar system – the MoonSwatch “Mission To Pluto.” While the celestial body itself might have gotten demoted in the scientific community since I was in grade school, it is important enough to get its very own MoonSwatch tribute. 

Though in my imagination, Pluto still retains the cold blue coloring that was often presented by teachers growing up, the brands have, rightly, gone with the accurate color palette for the MoonSwatch imagining of the dwarf planet. A vibrant (but not off-putting) burgundy hue is used for the trio of chronograph subdials and for the bezel. These pops of color are balanced with the neutral cream dial, with the hour indices (including the Speedmaster’s signature “dot over 90”), minutes track, and chronograph hand done in black. Like all the other MoonSwatches, the co-branded logos are detailed at 12 o’clock, with the Speedmaster and MoonSwatch logos splitting the dial’s center. 

Omega x Swatch “Mission To Pluto” Case and Strap

In the case of, well, the case of the “Mission to Pluto,” we are working with the Bioceramic construction that is one of the main contributing factors in the MoonSwatch's ability to maintain its competitive price tag. Whereas the Omega Speedmaster is typically in steel (or precious metal), the brand created a proprietary composite material, which it has dubbed Bioceramic, mixing ⅓ bio-sourced plastic, largely from caster oil, with ⅔ of ceramic. In addition to being more affordable, the Bioceramic material has a very lightweight feel on the wrist. To achieve the light grey color (or any color of the MoonSwatch cases), the pigment is mixed directly into the Bioceramic before any molding happens, so all those crazy color combinations aren’t just painted on, but infused into the material itself. 

Across the entire MoonSwatch universe, the case sizing has been standardized without any variation (yet). The sizing formula consists of a 42mm diameter with a 13.25mm case profile, measuring 47.3mm lug-to-lug with a 20mm lug width. The “Mission To Pluto” comes paired with a velcro fabric strap. 

The Movement

As with all MoonSwatches, this watch is quartz-powered, running on a Renata 371 battery. It’s easy to replace at home, though Swatch also offers a free battery replacement service if you have a store nearby. One of my favorite little touches is the battery cover itself — each model has a tiny engraving of its corresponding planet or moon. Flip the watch over, and on this model, you’ll find a miniature rendition of Pluto.

Final Thoughts

The most optimistic, glass-half-full way to view the Omega × Swatch Moonwatch is to set aside the hype and controversy of its initial launch and see it as a democratizing force in the watch industry. At its best, the MoonSwatch gives those without the budget for a multi-thousand-dollar timepiece a chance to wear a piece of that iconic history on their own wrist. All the publicity the whole ordeal generated also brought in a wider range of collectors into the conversation. As my own personal philosophy goes, I remain resistant to the gate-keeping that often has been a part of the watch collecting territory in favor of a "more the merrier" approach. 

In the case of the “Mission To Pluto” MoonSwatch model specifically, the watch currently retails at $280, and is not among the models the brand sells directly online, so you will have to find it at a Swatch store near you if you’re interested in getting one for yourself. You can learn more at swatch.com.