Hodinkee "Swatch Sold One Million MoonSwatches in '22"

[samson66]

Business News Swatch Sold One Million MoonSwatches in '22, Leading A Record Year For Swiss Watches

https://www.hodinkee.com/articles/sw...-swiss-watches

Not just good for PR, the MoonSwatch has been a boon for Swatch Group financially. After its launch, Morgan Stanley estimated that Swatch might sell up to 500,000 in 2022, which would result in revenue of $128 million on an estimated gross margin of 90 percent, resulting in an incremental $115 million to the Swatch Group's bottom line. In the end, Swatch Group sold twice as many MoonSwatches as Morgan Stanley thought possible. In its year-end financials, Swatch Group reported an operating profit of CHF 1.2 billion, meaning the million MoonSwatches sold might've accounted for as much as 20 percent of the group's profit. Not bad for a plastic – excuse me, Bioceramic – watch.

[brandrea]

YIKES man, that sure blew my position on the moonswatch out of the water

I have to admit, it’s been a huge commercial success

[Tools]

Might have a bit to go to catch up to the "Hello Kitty" plastic watch though.

[samson66]

Originally Posted by brandrea

YIKES man, that sure blew my position on the moonswatch out of the water

I have to admit, it’s been a huge commercial success

That 90% gross margin ain't too shabby!

[brandrea]

Originally Posted by samson66

That 90% gross margin ain't too shabby!

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[zi464]

Never a fan, but my wife love it.

[Trogster]

We're going to need a bigger landfill.

[fskywalker]

Originally Posted by samson66

Business News Swatch Sold One Million MoonSwatches in '22, Leading A Record Year For Swiss Watches

https://www.hodinkee.com/articles/sw...-swiss-watches

Well Mike am guilty as charge!







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[herefortheattachment]

Originally Posted by fskywalker

Well Mike am guilty as charge!







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What is that rubber strap? It looks perfect on the MoonSwatch!

[fskywalker]

Thanks! That’s a black band from Perpetual Bands


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[Etschell]

And there you have it. Watch costs about 30 bucks to make including packing and direct costs.

[ap1]

Originally Posted by Trogster

We're going to need a bigger landfill.

[Laszlo]

I’ve had one for some time now and like it so much it inspired me to buy the real thing. It’s a great product and glad it’s such a huge success. It probably also inspires and introduces a lot of people who wouldn’t normally wear a watch into the world of watches and watchmaking.

[brandrea]

Originally Posted by Laszlo

I’ve had one for some time now and like it so much it inspired me to buy the real thing. It’s a great product and glad it’s such a huge success. It probably also inspires and introduces a lot of people who wouldn’t normally wear a watch into the world of watches and watchmaking.

Well done

I think you have a point, perhaps it will have the same impact on others

[2loaded]

Originally Posted by Trogster

We're going to need a bigger landfill.

[WatchEater666]

I wonder what the impact is on Omega's brand though.

[Carguy87]

Originally Posted by WatchEater666

I wonder what the impact is on Omega's brand though.

I’m sure it’s positive. Lots of guys bought them for their kids, spouses that aren’t into watches, etc. and probably went in and bought a real speedy for themselves.

I was talking to a guy at a gas station a couple weeks back wearing a Moonswatch and I commented on it. He mentioned he had never owned an omega (collected a couple Rolex/JLC though) so he bought the moonswatch on a whim because it was inexpensive. He was impressed with the shape and how it wore, so he went in to an AD and bought a real moonwatch, then a Speedmaster racing a couple months later. Now he has three Moonswatches and wears them as beaters, but it brought him “into the fold” with Omega when he probably wouldn’t have taken one seriously before.

[douglasf13]

Originally Posted by samson66

That 90% gross margin ain't too shabby!

The margins on regular Omega (and Rolex) watches probably aren't much different.

[fskywalker]

Originally Posted by WatchEater666

I wonder what the impact is on Omega's brand though.

Read somewhere that Omega Speedmaster sales went up, if so a win-win for Swatch Group


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[Tricolore66]

I wonder how many fakes were sold?

[doze]

Originally Posted by douglasf13

The margins on regular Omega (and Rolex) watches probably aren't much different.

what are you talking about, it's takes like one year to make a Rolex, so the margins must be extremely low. And it's owned by a non-profit org...

But i agree, not a fan of the moonswatch, but it's a fantastic commercial success. also understand the appeal of it for a lot of folks.

[Langwhang]

I was passing the Glasgow Swatch store today and noticed the box containing then all in the window. Popped in to ask if they had any in stock and all types were available except for three (Earth, Moon and I think Jupiter). Bought the Uranus. Nice, lightweight, fun Summer watch and something different for the collection.
I like it, and the staff were really helpful and knowledgeable about other watch brands too and we had a wee talking watches session.
Never been an Omega fan but I'll see where this might take me in the next few months......!