MoonSwatch is now more exclusive than a $13,000 Breguet or Blancpain

Demand for the budget-priced timepiece continues to outstrip supply

A seller advertises the MoonSwatch for Dh20,000 – more than 20 times the Dh950 retail price – on Dubizzle. Swatch said the range is not a special edition and that more stock would be available soon. Photo: Dubizzle

Large queues outside The Dubai Mall’s Swatch store on Saturday morning. Photo: Vnoy Som

Many shoppers failed to get their hands on the new watch. Photo: Vnoy Som

A token system to manage queues appeared to have been abandoned early on. Photo: Vnoy Som

There are 11 colours in the range, including this one. Photo: Swatch

Online demand has been significant since the launch was announced. Photo: Swatch

In some websites, the collaboration watch is reselling for more than Omega’s original $6,800 Speedmaster. Photo: Swatch

There are 11 colours in the range, including this one. Photo: Swatch

It’s more difficult to find the $250 MoonSwatch in stores than a $13,000 Blancpain Fifty Fathoms, as demand for the budget-priced timepiece collaboration between Omega and Swatch continues to outstrip supply.

Availability of the ceramic and bio-plastic watch is even “more exclusive than luxury brands such as Breguet, Blancpain or Glashutte Original”, Swatch Group, which owns a stable of watch brands at all price points, said in a statement accompanying its first-half financial results.

Exclusivity is the hallmark of Swiss independent watch brands such as Rolex, Audemars Piguet and Patek Philippe, with customers often forced to endure waiting lists lasting months or even years before they receive the call.

Now with the MoonSwatch collaboration, currently sold in just 110 Swatch boutiques around the world and with plans for a modest increase in distribution, Swatch has created a similar buzz and new breed of frustrated customer unable to obtain the watch they want.

“The stores are experiencing an incredible run of customers of all age categories and origins. Demand, which is increasing daily in the markets, currently far exceeds available product. Shortly after delivery, these products are already sold out,” Swatch said.

The MoonSwatch borrows key design elements from the Omega Speedmaster and caused a global retail sensation when it was unveiled in March.

The collaboration has also boosted sales of the Omega Speedmaster Moonwatch, which costs about $7,000 and is famous for being the first watch worn on the moon by US astronauts including Buzz Aldrin.

Swatch said Omega has been dealing with “supply shortages of the Speedmaster Moonwatch after a soaring increase in demand.”