Mission to Saturn Moonswatch I recently bought a Swatch/Omega Moonswatch and thought I’d review it … and then compare it to a Casio MRW – I’ll explain that choice later.
Background
I first became aware of the Moonswatch after reading an interesting piece from Mark Ritson, an eminent marketing commentator – it’s a good article and you can read it by following this link.
The range was launched to massive hype and became an immediate success, with units selling out all over the world. Massively inflated prices on the secondary markets followed.
At the time, having looked at the range and the colourways, I determined that I fancied a Mission to Saturn, but accepted that because I was miles away from any official Swatch store that was stocking them, there was a very good chance that I’d never get one.
But in July, during the Baldwin family vacation to Florida, I visited the Mall at Millenia where there was a Swatch shop.
The Buying Experience – it wasn’t great if you want to skip this bit
I arrived at the store mid-morning, there was a display of Moonswatches in the window, so I popped in and asked if I could have one. The answer was ‘no we haven’t got any.’ I asked if I could see one of the display models, the answer ‘no, we aren’t allowed to open that case.’ My next question was when are you getting some more? The answer ‘don’t know for sure, might be some on a delivery after 1:30pm.’
By this point, I was feeling thoroughly underwhelmed by the customer service experience. My last question before leaving was to ask if he could call me or text when he knew if he’d be getting any into stock? You can probably guess the answer … it was ‘no.’
That would normally have been that, but because Mrs and Miss Baldwin were very keen on enjoying the full Mall experience, I found a sofa and sat down to read a book.
The upshot was that by lunchtime, I was still in the Mall, and therefore in a position to revisit the Swatch store. At circa 1pm there was a queue forming, word had obviously got around that deliveries were received in the afternoon. I joined some other hopefuls and waited it out with them.
It turned out that there had been a delivery of Moonswatches, but rather than simply selling them, the staff kept them back to allow a longer queue to form, presumably to increase buyer anticipation and the sense of occasion. When the members of staff were ready, one of them addressed the queue with the rules – one person at a time to the desk; you can’t unpack a watch and try it on; when you have what you want, leave promptly.
I finally made it to the desk and a Saturn was available. I bought it and left, but not before wishing my fellow queuers good luck with their searches.
I’ll be frank though, I wasn’t happy with the experience. The shop staff had unnecessarily wasted a load of my time and that of everyone else in the queue.
The Moonswatch
The Moonswatch pays homage to the Omega Speedmaster (the original moon watch) in that its dimensions and dial format are the same. After that though, the similarities end.
When the Speedmaster is a high-quality thing, the Moonswatch is a plaything in comparison.
Made of bio-ceramic according to Swatch – you should appreciate that, to all intents and purposes, really means plastic. Bio-ceramic is a mix of ceramic and plastic, but it’s more plastic than ceramic if you ask me. Its feels and weighs like plastic.
The fabric and Velcro strap is nicely printed, but let’s be honest, it is very cheap to manufacture.
On my Mission to Saturn, the top two sub dials are brown and the hands on the sub dials are brown too. What that means is that I can’t read the sub dials at all – they are effectively useless. I genuinely don’t know what the designers were thinking of when making such a bad judgement. If the sub dial hands were beige, all would have been okay.
The biggest gripe I have though is that the Moonswatch is only splash proof. Bear in mind that the Speedmaster went to the moon, you can’t even wear the Moonswatch in the shower.
Back in the nineties, the last Swatch I owned, which was a fraction of the price of this one, was waterproof to one hundred metres. I really expected more from the Moonswatch.
It’s not all doom and gloom though. Aesthetically, I like:
Background
I first became aware of the Moonswatch after reading an interesting piece from Mark Ritson, an eminent marketing commentator – it’s a good article and you can read it by following this link.
The range was launched to massive hype and became an immediate success, with units selling out all over the world. Massively inflated prices on the secondary markets followed.
At the time, having looked at the range and the colourways, I determined that I fancied a Mission to Saturn, but accepted that because I was miles away from any official Swatch store that was stocking them, there was a very good chance that I’d never get one.
But in July, during the Baldwin family vacation to Florida, I visited the Mall at Millenia where there was a Swatch shop.
The Buying Experience – it wasn’t great if you want to skip this bit
I arrived at the store mid-morning, there was a display of Moonswatches in the window, so I popped in and asked if I could have one. The answer was ‘no we haven’t got any.’ I asked if I could see one of the display models, the answer ‘no, we aren’t allowed to open that case.’ My next question was when are you getting some more? The answer ‘don’t know for sure, might be some on a delivery after 1:30pm.’
By this point, I was feeling thoroughly underwhelmed by the customer service experience. My last question before leaving was to ask if he could call me or text when he knew if he’d be getting any into stock? You can probably guess the answer … it was ‘no.’
That would normally have been that, but because Mrs and Miss Baldwin were very keen on enjoying the full Mall experience, I found a sofa and sat down to read a book.
The upshot was that by lunchtime, I was still in the Mall, and therefore in a position to revisit the Swatch store. At circa 1pm there was a queue forming, word had obviously got around that deliveries were received in the afternoon. I joined some other hopefuls and waited it out with them.
It turned out that there had been a delivery of Moonswatches, but rather than simply selling them, the staff kept them back to allow a longer queue to form, presumably to increase buyer anticipation and the sense of occasion. When the members of staff were ready, one of them addressed the queue with the rules – one person at a time to the desk; you can’t unpack a watch and try it on; when you have what you want, leave promptly.
I finally made it to the desk and a Saturn was available. I bought it and left, but not before wishing my fellow queuers good luck with their searches.
I’ll be frank though, I wasn’t happy with the experience. The shop staff had unnecessarily wasted a load of my time and that of everyone else in the queue.
The Moonswatch
The Moonswatch pays homage to the Omega Speedmaster (the original moon watch) in that its dimensions and dial format are the same. After that though, the similarities end.
When the Speedmaster is a high-quality thing, the Moonswatch is a plaything in comparison.
Made of bio-ceramic according to Swatch – you should appreciate that, to all intents and purposes, really means plastic. Bio-ceramic is a mix of ceramic and plastic, but it’s more plastic than ceramic if you ask me. Its feels and weighs like plastic.
The fabric and Velcro strap is nicely printed, but let’s be honest, it is very cheap to manufacture.
On my Mission to Saturn, the top two sub dials are brown and the hands on the sub dials are brown too. What that means is that I can’t read the sub dials at all – they are effectively useless. I genuinely don’t know what the designers were thinking of when making such a bad judgement. If the sub dial hands were beige, all would have been okay.
The biggest gripe I have though is that the Moonswatch is only splash proof. Bear in mind that the Speedmaster went to the moon, you can’t even wear the Moonswatch in the shower.
Back in the nineties, the last Swatch I owned, which was a fraction of the price of this one, was waterproof to one hundred metres. I really expected more from the Moonswatch.
It’s not all doom and gloom though. Aesthetically, I like:
- The Saturn inspired sub dial and battery cover
- The brown/beige colourway
- The dual Omega/Swatch branded crown
- The printing on the dial, and the S in the centre of the crystal
- The watch packaging, it’s cheaply made, but it has been thought about.
Casio MRW-210HB-5BV A comparison
The Moonswatch wasn’t the only watch I bought in Florida. I also bought a Casio MRW-210HB-5BV from a Walmart in Kissimmee. The comparison is meaningful because I have used them side by side, and there are similarities between the pieces.
The Casio, like the Swatch has a quartz movement. It is in a similar colourway, and it is made of similar materials (though the case back is metal). Even the strap is a combination of fabric and Velcro. The bezel on the Casio moves, unlike the fixed equivalent on the Swatch.
I purchased the Casio for $32. I bought it because it was one hundred metres water resistant, and that meant I didn’t have to take the watch off. It has been in the shower, in the pool, out running with me, and it has proved to be thoroughly robust.
It has a day/date function, which is a damn sight more useful to me than sub dials I can’t read.
The Casio has no pretence about it and neither did the buying experience, I simply picked it up, put it in the trolley and paid for it at the checkout.
The Moonswatch wasn’t the only watch I bought in Florida. I also bought a Casio MRW-210HB-5BV from a Walmart in Kissimmee. The comparison is meaningful because I have used them side by side, and there are similarities between the pieces.
The Casio, like the Swatch has a quartz movement. It is in a similar colourway, and it is made of similar materials (though the case back is metal). Even the strap is a combination of fabric and Velcro. The bezel on the Casio moves, unlike the fixed equivalent on the Swatch.
I purchased the Casio for $32. I bought it because it was one hundred metres water resistant, and that meant I didn’t have to take the watch off. It has been in the shower, in the pool, out running with me, and it has proved to be thoroughly robust.
It has a day/date function, which is a damn sight more useful to me than sub dials I can’t read.
The Casio has no pretence about it and neither did the buying experience, I simply picked it up, put it in the trolley and paid for it at the checkout.
Moonswatch and Casio MRW-210HB-5BV side by side The Conclusion
The $250 Moonswatch wasn’t a poor buying decision on my part. I don’t regret buying it, although I wouldn’t feel the need to buy another one.
From a marketing perspective, the range is a complete success and worthy of future case studies about dual branding and promotion. Mark Ritson will no doubt be presenting the story to students for years to come.
But the Moonswatch is a toy, it is a playful statement of style over substance and there is no doubt that you could buy a much better watch for the money.
With the Swatch, there is a re-sale potential that means that if you buy one and choose to part with it, you’ll easily find someone that wants one. You couldn’t make that statement about the Casio.
The MRW is the kind of watch that you buy and use it until the battery runs out and then throw it away or send it to the charity shop. But, for almost a tenth of the price of a Moonswatch, I’d actually recommend the Casio when I’d urge one to pause and reflect before buying the Swatch.
Aside from telling the time, the Moonswatch is a talking piece, which to be fair might be all you want, but it comes at a price. The design and dual branding is clever and the concept of having something Omega for Swatch money is attractive, but in reality you will be paying a decent premium for a cheaply manufactured watch.
The $250 Moonswatch wasn’t a poor buying decision on my part. I don’t regret buying it, although I wouldn’t feel the need to buy another one.
From a marketing perspective, the range is a complete success and worthy of future case studies about dual branding and promotion. Mark Ritson will no doubt be presenting the story to students for years to come.
But the Moonswatch is a toy, it is a playful statement of style over substance and there is no doubt that you could buy a much better watch for the money.
With the Swatch, there is a re-sale potential that means that if you buy one and choose to part with it, you’ll easily find someone that wants one. You couldn’t make that statement about the Casio.
The MRW is the kind of watch that you buy and use it until the battery runs out and then throw it away or send it to the charity shop. But, for almost a tenth of the price of a Moonswatch, I’d actually recommend the Casio when I’d urge one to pause and reflect before buying the Swatch.
Aside from telling the time, the Moonswatch is a talking piece, which to be fair might be all you want, but it comes at a price. The design and dual branding is clever and the concept of having something Omega for Swatch money is attractive, but in reality you will be paying a decent premium for a cheaply manufactured watch.
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