Swatch just announced that a new MoonSwatch slated to be released on March 7, 2023: Mission to Moonshine Gold.
Sure, it’s luxury watch news, but seeing the other blogs lose it over a new MoonSwatch makes it hard not to feel a little embarrassed for the watch community.
After how Swatch X Omega mishandled the release of the MoonSwatch, it just feels like this line shouldn’t be getting more attention than it deserves – and it certainly shouldn’t be getting hyped up by the watch sites. But then again, Rolex and Moonswatch get coverage because you all click it!
Mission to Moonshine Gold March 7
So what’s the new gold MoonSwatch all about? Nobody knows.
This is the 40th Anniversary of the brand, so it could be tied to that.
There have not been any leaks other than the teaser video posted by Swatch on their official Instagram page (March 5, 2023). Unlike the tech world, watch companies don’t really experience leaks – and since they usually take years to catch up on things, they haven’t learned how to drop fake leaks either.
Only four locations? Please say Swatch didn’t just do the same thing again but even worse than before *facepalm*.
- Tokyo, Japan
- Zurich, Switzerland
- Milan, Italy
- London, United Kingdom
No Times Square?
Hype Train Boarding
While some are speculating that the new Moonshine MoonSwatch could be constructed from precious metals, KeepTheTime says that is doubtful.
“Moonshine Gold is Omega’s very own yellow gold alloy that was created in 2019. What might Swatch be doing with this (very expensive!) precious metal? A case made entirely of Moonshine Gold? That would indeed be a very special edition and an incredibly costly one at that, making it seem unlikely if you ask me (although Swatch once had a platinum edition).” –Fratello Watches
It’s strange the sibling brands are calling it “Moonshine” gold. As Fratello points out above, Moonshine is an 18K yellow gold alloy from Omega (speaking of Fratello, notice how the watch is scheduled to come out on a Tuesday… #SpeedyTuesday). Here is Omega’s official description:
“OMEGA created the exclusive Moonshine Gold, an 18K yellow gold alloy, in 2019. Inspired by the shining moonlight in a dark blue sky, OMEGA’s 18K Moonshine Gold offers a distinctive paler hue than traditional 18K yellow gold and high resistance to the fading of colour and lustre over time. Its unique composition includes silver, copper and palladium for colour and stability.” –Omega
It doesn’t seem likely (or a good idea) for them to make a fake gold watch using the same trademark name as their real gold.
And a solid gold watch with a cheap quartz movement? Nah.
But it doesn’t stop all of us from trying to figure it out before launch day!
“While we only have two days to wait for it, we’ll certainly be wondering if we have a precious metal MoonSwatch on the horizon, or if it’s simply a golden-hued Bioceramic watch.” –Hodinkee
Gold plastic, it’s starting to sound like a gold G-Shock.
Below is what a real Moonshine Gold Speedmaster (ref: 310.60.42.50.10.001) looks like. Omega officially describes this configuration as Moonshine gold on Moonshine gold. The stacked Moonshine bracelet and case will run you $39,400 USD, a far cry from the MoonSwatch’s $260 retail price.
The Swatch X Omega MoonSwatch Speedmaster is a cool concept in theory, but it could have been executed better – the movement choice, strap, and other points worth saving for a future post.
The execution of the Mission to Moonshine Gold already seems like it is just as poorly thought-out. Aside from the ridiculous name, it doesn’t fit in the box that Swatch already built-up around the MoonSwatch series.
The big release last year welcomed a watch for each of the major bodies in our solar system. If they knew they were going to release a gold model in 2023, why wouldn’t they have planned that to be the Mission to the Sun edition?
Either way, it will be interesting to see what this 2023 model brings to the affordable Speedmaster lineup – and whether or not folks are willing to line up for it or not.
You have to hand it to Swatch Group, it’s a brilliant idea to use their entry level brands as advertising for their flagship. Now everyone (with big money and little money) knows what Moonshine gold is!
What we know for sure is that you can count on endless articles and press images flooding your feeds this week. With all the time you’ll waste getting hyped up and standing in line waiting, we might as well start calling the MoonSwatch experience the Mission to the Black Hole.
Oh well, since everyone else is guessing what it could be, here’s an idea: Moonshine gold gilt dial?
In times like this, it’s nice to be an independent publisher and store. Not having to feign excitement over a new watch launch is grande.
You’re not going to believe it, but in the mini prediction above, it was originally Moonshine gold gilt dial or hands. It was edited in the interest of choosing one and not being too greedy with listing everything it could be.
Notices hands are plural in the edited out prediction. That’s because, who would have predicted it to be a hand? One hand in gold. Just one.
And here you have it, folks, the Mission to Moonshine Gold Chronograph Seconds Hand of 2023:
It is the same case and dial as the Mission to the Moon, same movement, even with the same caseback apparently. With one exception… literally one:
Maybe next year they will release is with something else in Moonshine gold, such as the crown or pushers. Eventually, collectors can buy all of them and mod their own fully Moonshine piece together.
Is it available online?
The new gold chrono hand MoonSwatch is not available online. It seems that they are not even advertising it on their site yet? Below is the caption in their recent Instagram post:
This Mission to the Moon has a seconds hand made of OMEGA’s Moonshine™ Gold. This special seconds hand has been produced exclusively during the full moon of February, as stated in the certificate that comes with the watch. It is available for purchase in very special places in Zurich, London, Milan and Tokyo on March 7th, and in other locations during the next full moon. It is not limited and not available online. The Mission to the Moon with a special seconds hand is not going to replace the Mission to the Moon
As a person who earns a living researching and writing about watches every day, it’s usually easy to find information about a new release. Not this time. The Moonshine MoonSwatch is nowhere to be found on the Swatch site (there is a Moonshine on Water watch though). Omega’s homepage opens up to the Moonshine Speedmaster (the $40K model mentioned above) – you wouldn’t suspect that to be a coincidence, would you?
The New gold chrono hand MoonSwatch is available at one of the four locations mentioned above. It is said that each location was chosen because of its relationship to gold. They forgot to include a USA location, say for example, Sacramento California, where, because of the gold rush there, is said to have been one of the most significant events to shape American history.
Waiting for Seconde Seconde to create a custom seconds hand with a black circle featuring a gold ring around it, with no indication that it’s running: Mission to the Black Hole.
At least they kept the price reasonable at £245 (around $290 USD). Even with the gold, it’s still cheaper than a MoonSwatch from resellers on eBay.