swaTcH x OmEga

THE ObjEcT OF aLL (waTcHmakER) DEsiREs

Sharmila Bertin

The Anglicism "teaser" is a common noun that entered the French language several decades ago. According to the definition in the Robert dictionary, it is an "advertisement with a more or less enigmatic message, the meaning of which will be revealed at a later stage". Teaser has become increasingly popular with digital marketers, especially since the advent of social networks. Indeed, it is often easier and less expensive to tickle the curiosity of an audience, a community, or even to arouse a desire, by publishing photos or videos, using a mysterious tone on Instagram, Tik Tok, or even LinkedIn, to announce an upcoming product than via traditional channels. Certain watch companies have been using it for some years now, with varying degrees of success. However, admittedly, only one brand, or rather two in this case, have pulled off a remarkable feat in terms of communication: Swatch and Omega. The two entities belonging to the same Biel-based group created a buzz in

March, after skilfully teasing their way through various media. Who could have imagined such a collaboration? Nobody. This was despite postings on social networks wiTH THis sURPRising highlighting the possibility of a cOLLabORaTiOn, swaTcH x OmEga UnDOUbTEDLY collaborative effort between the two heavyweights of the industry in general and the Swatch Group cREaTED THE biggEsT bUzz in particular, each occupying a in waTcHmaking. different segment and manufacturing diametrically opposed products. To discover the offspring of this relationship, one had to go to a select number of points of sale in the worldwide network of Swatch boutiques on D-Day, the 26th of March. To be the first, you needed a

a sYmbiOsis OF TwO wORLDs, THE mOOnswaTcH is inTEnDED FOR EVERYOnE, amaTEURs anD nEOPHYTEs, YOUng anD OLD.

great deal of patience and, if you were brave, a sleeping bag. As early as 4 in the morning, there were people camped in front of the unlit shop windows. An hour before the official opening of the shops, the line of clients was several hundred metres long, spreading out sometimes into a compact crowd. Stocks were quickly sold out in less than two hours for Geneva, despite Swatch's declarations over the non-limitation of watches, the restriction of buying one product per person, and the upcoming sale on its e-shop to avoid any uproar. Alas, it was a waste of time: people, regular clients, watch lovers, and newcomers to the world of watches, both young and old, nevertheless rushed to the shops. They were confronted with an overwhelmed staff and passers-by dumbfounded by this frenzied crowd, especially after two years of pandemic and repeated lockdowns, and at the same time feeding the speculation market as the resale prices climbed at an insane speed, from CHF 250 to... the sky is the limit, as they say in English.

An idiomatic expression coming at just the right time since, first and foremost, the expression of all this enthusiasm is based on the unique design of a watchmaking icon, the recognisable silhouette of the first timepiece to accompany man to the moon as he walked on its ashen grey surface: the Speedmaster from Omega, born in 1957 and made legendary in 1969 by the Apollo 11 astronauts, Commander Neil Armstrong (1930-2012) and pilots Edwin "Buzz" Aldrin (1930), and Michael Collins (1930-2021). A chronograph dubbed

the Moonwatch, the cornerstone of the Speedmaster family bringing together a large number of admirers and collectors, a success story told in several published accounts. Secondly, the collaboration between Swatch and Omega enabled people to reach for infinity and beyond without having to break the bank, living with their heads in the stars while keeping their feet on the ground, since it consisted of a series of eleven interplanetary and interstellar missions epitomised by eleven coloured watches.

Named MoonSwatch, this daring quartz gambit has all the trappings of an original mechanical Moonwatch. Yet, the sensation is different once comfortably fastened to the wrist thanks to the Velcro® wristband, similar to the one the astronauts strap around their wrist camouflaged under a thick space suit. Indeed, the lightness of its 42mm-diameter case designed in bioceramic - a material composed of technical ceramics and castor oil extract perfected by Swatch - is very pleasant against the skin. The pushbuttons that control the chronograph as well as the crown are also made of this composite material. The advantage of this material is that it can be offered in new colours in perfect harmony with the playful spirit of Swatch. In the palette of available colours, one can choose between the intense yellow of the Mission to the Sun, the mint green of the Mission on Earth, the candy pink of the Mission to Venus, and the bright red of the Mission to Mars. This is a very successful interpretation of Omega's superb Alaska Project watch, by the way. There is also the pinkish beige of the Mission to Jupiter, the sand colour of the Mission to Saturn, the

aEsTHETics bORROwED FROm an icOn cOmbinED wiTH nEw maTERiaL: missiOn accOmPLisHED FOR THE cOLLEcTiOn!

THE sERiEs is maDE UP OF ELEVEn DiFFEREnT mODELs, aLL LinkED TO THE cOnqUEsT OF a PaRTicULaR PLanET OR sTaR.

soft turquoise of the Mission to Uranus, and the lavender blue of the Mission to Neptune, for the more "funky" types, or the light grey of the Mission to Pluto, the medium grey of the Mission to the Moon - the version that comes closest to a traditional Speedmaster, and the dark grey of the Mission to Mercury, for the more "classic" minded (an adjective that is hardly appropriate for Swatch). In order to emphasise the contrasts, the bezels, complemented by a few touches on the dial, are also finished in colour. The case back bears a very positive message: "Dream big. Explore the universe. Reach for the planets. Enjoy the mission".

The MoonSwatch collection, an object of desire born of a remarkable stroke of genius, both in terms of communication and product design, and of a surprising collaboration, continues to spark envy even after more than two months since its launch. This also proves that two very different brands can meet on fertile creative ground and spawn a masterpiece. There is no such thing as the sky is the limit when it comes to imagination!