When Swatch and Omega launched the MoonSwatch in 2022, the watch world erupted in frenzy. Crowds lined city blocks, stocks sold out instantly, and resale prices skyrocketed—all for a $270 plastic homage to the iconic Omega Speedmaster. The collaboration became a cultural phenomenon, bridging luxury horology with a younger, smartwatch-savvy audience.
Two years later, the hype has cooled, but a new partnership may be on the horizon. At a recent event celebrating Omega’s 60-year NASA partnership, CEO Raynald Aeschlimann hinted at another Swatch collaboration—though not with Omega.
“Even today, I saw something different. A collab. Not with Omega, by the way,” Aeschlimann told journalists, sparking widespread speculation. If not Omega, which brand could be next in line for a Swatch makeover?
Breguet: A 250th Anniversary Surprise?
With its 250th anniversary approaching in 2025, Breguet is a prime candidate. The brand recently appointed Gregory Kissling, Omega’s former head of product, as its new leader—a move signaling fresh direction. A Swatch version of the Classique Souscription or a colorful Type XX chronograph could democratize Breguet’s elegance for under $300.
However, Breguet’s ultra-premium status may deter Swatch Group from risking brand dilution.
Blancpain: Unlikely, But Not Impossible
Blancpain already partnered with Swatch in 2023 for the Scuba Fifty Fathoms series. While its 290th birthday this year offers another milestone, a second collaboration seems improbable—though not unthinkable.
Glashütte Original: The Underdog Choice
Lesser-known than its Swiss counterparts, Glashütte Original could benefit from Swatch’s spotlight. A plastic reinterpretation of the Seventies Chronograph Panorama Date or the SeaQ diver would blend retro flair with accessibility.
Hamilton: Pop Culture Meets Playful Design
Hamilton’s Hollywood ties (Interstellar, Oppenheimer) and vintage-inspired designs make it a natural fit. A Swatch-style Khaki Field in pastel hues could be a summer hit—though it might clash with Hamilton’s recent budget quartz line.
MB&F: The Wildcard
Independent watchmaker MB&F turns 20 this year. Known for avant-garde creations, a collaboration could yield something truly radical—akin to their M.A.D. Editions but with Swatch’s mass appeal.
Vacheron Constantin: A Fantasy Pick
Celebrating its 150th anniversary, Vacheron Constantin remains a pipe dream—it’s owned by Richemont, not Swatch Group. Still, a plastic 222 would be a grail for many.
The Waiting Game
Whether Breguet, Hamilton, or an unexpected contender, Swatch’s next move could reignite the excitement of the MoonSwatch era. One thing is certain: the watch world will be watching closely. Which brand do you think is most likely? Let us know your predictions.
