How the moonswatch reminded everybody that watches are always relevant

Remember, when was the last time you saw lines outside of a watch shop. If you are under 45, probably never and past the age you were a child and saw people outside a Swatch store.

And yet March 26, around the world, people waited in lines outside a Swatch store to buy a plastic quartz lookalike of the Omega Speedmaster.

Let’s rewind and see how Swatch Group pulled one of the best marketing collaboration stunts.

The Players

Omega Speedmaster Professional “The Moonwatch”

Omega launched the Speedmaster in 1957 as a sports chronograph aimed at the race car enthusiasts who needed to time laps, hence the presence of a tachymeter on the bezel. A few years after the launch, NASA started looking for timing instruments to accompany astronauts on their quest to conquer space and step on the moon. Omega won the bid, and on July 24, 1969, Buzz Aldrine walked out of the Apollo 11 wearing his issued Omega Speedmaster on his left wrist. Instantly the watch gained legendary status.