I F****** Love the New Omega x Swatch

Say what you want, this is one of the most important releases of the past decade

This week I had another Omega article slotted, something more vintage related…but that’s been put on the backburner.

No, I’m not one of the biggest watch publications, or a professional journalist of sorts, but I am a regular patron of the Omega brand.

At first, the Omega x Swatch release didn’t do much for me. After a few hours of watching reviews, reading press releases, I amassed this insatiable urge to not only commend this release, but a desire to buy one ASAP.

Today, we examine what the new Speedmaster means not only for the brands involved, but the watch culture in a greater sense.

The MoonSwatch in all its glory

This is a Speedmaster, Nothing Less

Purists of the Speedy might scoff at this iteration - but the truth is that the dial has two very important words - “Omega” and “Speedmaster”.

This watch appeals to a few very specific crowds.

First, people who’re just getting into this hobby. We all remember a time when we had champagne taste on a beer budget. What I mean is, new enthusiasts likely want that flashy Rolex or Omega, but only have the means or gumption to buy a Seiko diver.

This new release gives new enthusiasts the opportunity to literally buy and wear an Omega for less than the average Seiko. It really is the gateway drug to Omega.

The new Omega also appeals to people who have a few main pieces and would love a Speedmaster, but it isn’t their main thing. I find myself in this camp - my collection ranges from Seamasters to Vacheron and Cartier. I would love to own the iconic moon watch, yet don’t want to spend thousands on something when a chrono isn’t my go to.

Lastly, I feel this release may appeal to a bunch of the real hardcore Speedy enthusiasts. Perhaps you own a Speedmaster, and it’s your favorite piece, yet you find yourself babying it to protect against inevitable wear and tear. Maybe you even find yourself not wearing it in certain scenarios considering their lofty price.

This new Omega would fill in as a ‘beater’ Speedmaster of sorts. It allows true enthusiasts of the Speedmaster to get the look, minus the inherent risks of a luxury timepiece.

Swatch is even rumored to stand for ‘second watch’ and this could honestly fill that roll for Speedy lovers.

They even come with nods to the real enthusiast - dot over 90, “S” logo on the crystal, and even ‘Alaska Project’ hands.

Mission to Mars example

My Thoughts

You have to commend Omega for their efforts with this one. They are clearly expanding their market influence in all spheres of watch collecting, and it’s a natural progression for two brands under the same ownership.

While some argue that this cheapens the Omega brand image, I argue that it simply propels the brand into the 21st Century. They are appealing to a younger, more entry level market, and ultimately putting more Omegas on more wrists.

If you’re a new collector who is able to snag this as their first Omega, chances are you’ll find yourself doing more business with the brand down the line.

Part of me wants the OG Moon example so I can literally own a Speedy for less that 3 Benjamins, but the other part of me thinks that if I’m gonna buy an outlandish plastic Speedmaster, its gotta be one of the brightly colored examples.

Really, they seem to be just too fun…that’s what this hobby is about after all, right?

In love with the Uranus example