The Swatch Group's new experiment.
On March 26, 2022, Swatch started a revolution by launching a watch created in partnership with Omega. Omega explained that the model retailed for USD 260 was their way of giving back. After all, the affordable Swatch saved the industry from falling into complete oblivion during the quartz crisis.
The time had come to return the favor by paying tribute to Swatch. As a way of thanks, Omega shared the design of their legendary Speedmaster with the fellow subsidiary.
Their express goals included cultivating future Omega clients. The path from an affordable mechanical watch to a luxury timepiece does actually sound more straightforward than a transition from an Apple Watch to Omega.
Swatch x Blancpain Bioceramic Scuba Fifty Fathoms Antarctic Ocean
Swatch x Blancpain Bioceramic Scuba Fifty Fathoms Pacific Ocean
Swatch x Blancpain Bioceramic Scuba Fifty Fathoms Atlantic Ocean
Swatch x Blancpain Bioceramic Scuba Fifty Fathoms Indian Ocean
No one remained on the fence about the new watch: reviews ranged from praising Swatch Group's ingenious decision to declaring it an embarrassment for Omega. But buyers expressed their approval by standing in long queues outside Swatch stores. More than one million SwatchMoons were sold in 2022. The effect of these sales on Omega wasn't reported.
After the first eleven MoonSwatch versions named after the planets, Swatch changed tactics. New versions launched once a month with variously decorated central seconds hands are only made under a full moon.
Despite this slightly crazy marketing, people are still queuing up for MoonSwatches. While the MoonSwatch's popularity has yet to wane, Swatch has announced a new collab — this time they've turned their attention to Blancpain's Fifty Fathoms model. September 9 has been set as the date for the sales launch of the unlimited collection of watches priced at USD 400 (one watch per person per store on any given day).
While Omega was busy conquering space, Blancpain was exploring the underwater universe, so the five novelties are dedicated to the oceans. Their cases measuring 42.3 mm × 14.4 mm are made of Bioceramic, which sounds better than plastic, and lives up to sustainability commitments.
This composite material combines ceramic and biosourced material derived from castor oil. The design of the new Blancpain X Swatch Bioceramic Scuba Fifty Fathoms has been borrowed from its older sibling with a historic level of water resistance (91 m, i.e.50 fathoms) and rotating bezel. The Swatch Group has given their brainchild the gift of a Sistem51 movement with a 90-hour power reserve.