In a surprising twist, the millionth MoonSwatch, a special edition of the highly popular collaboration between Swatch and Omega, has just fetched an eye-watering $78,555 at auction—far surpassing its retail price of $270. This unprecedented sale, which took place earlier this week, marks the highest price ever paid for a single MoonSwatch.
The unique timepiece, a blue “Mission to Neptune” model, was produced in 2022 alongside the initial release of the MoonSwatch collection. Swatch held onto this particular watch until the right moment arrived to release it at Christie’s Watches for ELA auction, an event that raised funds for the European Leukodystrophy Association. The auction featured mostly one-off timepieces, with this MoonSwatch being the standout lot.
A Special MoonSwatch with Rare Features
While the millionth MoonSwatch remains largely similar to other models in the collection, it boasts several key distinguishing features. Engraved with “1,000,000” on the plaque and under the battery cover, this edition is further elevated with a seconds hand coated in Omega’s exclusive Moonshine gold, adding an extra layer of luxury. These features, combined with the watch’s status as the millionth ever made, contributed to its sky-high price at auction.
This final hammer price—69,300 Swiss francs—was a far cry from the initial estimate of just over $1,000, further solidifying the MoonSwatch’s status as a collector’s item. It’s also the most expensive individual MoonSwatch ever sold, though it should be noted that a limited-edition set of 11 “Mission to Moonshine Gold” MoonSwatches sold earlier this year for $608,000.
The MoonSwatch Phenomenon
When Swatch and Omega released the MoonSwatch in 2022, many wondered if the affordable, quartz-powered version of Omega’s legendary Speedmaster—priced under $300—would devalue Omega’s prestige. But instead of diminishing the brand’s reputation, the collaboration ignited a frenzy. Consumers flooded Swatch boutiques, lining up for hours, braving the elements, and even getting into disputes over the coveted timepieces. The scene was reminiscent of the Beanie Baby craze in the 1990s, with collectors clamoring for the new, affordable alternative to a classic.
The MoonSwatch is made from Swatch’s proprietary bioceramic material, a combination of plastic and ceramic, and features a 42mm chronograph design that mirrors the iconic Speedmaster. The watches are powered by batteries, and each reference—initially named after planets, like “Mission to Mercury”—is equipped with the Speedmaster’s signature features, including the “dot-over-90” bezel and “twisted” lugs.
A Watch That Continues to Capture Attention
While the millionth MoonSwatch is a one-off collector’s item, the regular production models are still in demand, with prices remaining higher than the retail value due to their limited availability and the growing appeal of the collaboration. Swatch has also expanded the collection, with newer models adding complications like the “Mission to the Moonphase.”
Despite the initial skepticism surrounding the partnership, the MoonSwatch has proven to be a resounding success, creating a new category of watch that merges luxury design with affordable pricing. For collectors, this latest auction result demonstrates that the MoonSwatch’s value—both as a timepiece and as a cultural phenomenon—continues to rise.
As for the millionth MoonSwatch, its astronomical auction price proves that, in the world of watches, sometimes rarity truly is priceless.
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