I’m not sure too many parties have gone well since last week’s launch of the MoonSwatch, the Swatch/Omega mash-up that looks like the Omega watch Apollo astronauts used to wear, but which costs over £207.
The new range of watches – and they are very pretty too – are not limited edition, but the first copies were limited in number, and for the few that Swatch sent to selected stores, it anticipated strong demand. . Although apparently not such high demand.
Queues began outside shops the day before the Saturday morning outing and in London the day turned into such large and unruly crowds that it required the presence of the police and the stores closed for the day. Some of the few successful watches are now resold at very high prices. Shit, really. “This is not a time-limited edition and will be available again soon,” says Swatch.
You could only blame the people who thought it would be a good idea to flood these stores: the worst kind of Black Friday consumerism at work. But the hype was deliberately created by Swatch’s marketing, and you’d think they might have anticipated something like this.
By not allowing online ordering (you still can’t order a MoonSwatch on the web, although it is reported that you will soon be able to) and only sending a limited number of watches, he clearly wanted create a hubbub. But not quite the one he got.
I live near Bicester Village, where they anticipate queues like this, especially around Christmas time, and mark off areas outside shops. So you can stay outside in the winter and dream of being allowed inside to part with the money you’ve worked hard to earn.
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This notice was published: 2022-04-07 23:01:25