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5 Watch Museums to Visit

As horological tourism grows, brands are using their collections to entertain visitors and boost loyalty.

By Ming Liu

The freshest and most boundary-pushing inventions in watchmaking may be showcased at the Watches and Wonders trade fair in Geneva this week, but more often than not, it is the past that steals the show in the centuries-old art of horology.

Preserving a brand’s heritage seems more on trend than ever, with houses like IWC and Longines reissuing vintage designs and the industrywide nostalgia that greeted the 2020 announcement that UNESCO had declared watchmaking to be an Intangible Cultural Heritage of Humanity.

It is no wonder, then, that brands such as Patek Philippe, Ulysse Nardin and Jaeger-LeCoultre have continued to invest in their museums, often calling on award-winning architects and museology specialists to curate exciting, crowd-pleasing experiences (improvements that also would facilitate their own use of the museums’ resources).

Global interest in mechanical watches “is certainly the highest it’s been in many decades, if not ever,” Paul Boutros, head of watches for the Americas at Phillips, wrote in an email. “Many of these enthusiasts are motivated and excited to learn as much as possible about their favorite brands.” And that, he added, has helped make watchmaking museums what he called “ultimate destinations” for collectors and fans.

Museums can expose fans to a brand’s antique pieces, prototypes, famous models and even celebrity-owned watches, and they also can build brand loyalty . “When taken on a guided tour by a brand expert,” Mr. Boutros wrote, “a collector will get a great sense of the values of a brand, the difficulties they may have faced over several decades and inside stories on the failure or success of a model — a full immersion into the history of a brand that is absolutely memorable.”

Traditionally, many watch houses did not open their museums to the public, but that has been changing in recent years. For example, the TAG Heuer museum, established in 2008 in La Chaux-de-Fonds, Switzerland, is being refurbished for such an opening by the end of 2024.

In the meantime, here are five Swiss watchmaking museums to visit now.

Bienne, Switzerland

As official timekeeper of the Olympics , James Bond’s watch brand of choice and the creator of the first watch worn on the moon , Omega tries to appeal to many types of fans — and so does its museum, which has operated in its current 1,360-square-meter (14,640-square-foot) site since 2019.

In addition to an Omega-branded Lunar Rover and a display fashioned from a 50-meter-long steel bracelet, it has immersive features, too. A 360-degree video describes humankind’s pursuit of precision and timekeeping, while a large walk-in model of a Speedmaster watch shows a film that places viewers inside the brand’s coaxial escapement, a mechanism that enhances the performance of watch movements.

In a nod to Omega’s Olympic connections, visitors can channel their inner athlete on a 9-meter indoor running track outfitted with the brand’s Official Timekeeper technology — and take home a photo of their finish, courtesy of Omega’s Scan ‘O’ Vision MYRIA camera that can record as many as 10,000 digital images a second.

And calling all MoonSwatch fans: The museum of Omega’s sister brand Swatch is just upstairs, showcasing more than 6,000 of its colorful timepieces.

Nicolas G. Hayek Strasse 2, CH-2502 Bienne; Tuesday to Friday, 11 a.m. to 6 p.m., Saturday and Sunday, 10 a.m. to 5 p.m.; free admission; citedutemps.com

St.-Imier, Switzerland

Located on an upper floor of Longines’s factory, the 600-square-meter museum displays more than 500 timepieces, navigational instruments and timekeeping devices, along with a host of photographs, posters, medals and films, including one that showcases the brand’s ties to flight and features a clip with the pioneering aviators Amy Johnson, Clyde Pangborn and Hugh Herndon Jr.

But the brand is preparing to move its collection to a nearby farmhouse, which it said, with renovations, would expand the display space significantly (although it would not disclose the size of the new space yet) and enable the museum to be open on weekends.

When the new site opens in 2026, Matthias Breschan, Longines’s chief executive, said, it is expected to increase annual visitor numbers in the first year to more than 50,000 from the current 5,000. “The huge interest in vintage watches, especially by young people over the past years, makes it even more important to have a museum that tells our history and heritage,” he said.

The new site will continue to showcase pieces like a 1925 wristwatch that is among the earliest examples of a chronograph with two independent pushers and a flyback function, which Longines filed a patent for in 1935. (A flyback function allows an ongoing time measurement to be interrupted and a new one to be instantaneously started.)

Also on display is a 1968 Ultra-Chron Diver, a high-frequency watch linked to Longines’s long history as the official timekeeper in sports, including in skiing and the Commonwealth Games. Mr. Breschan said it was his favorite museum piece: “Longines was the first brand, in 1914, to be able to measure sporting events at one-tenth of a second; then in 1916, at one-hundredth of a second.” Last year, the brand paid homage to the model with a modern reissue, a 43-millimeter steel watch with red and black racing accents.

Rue des Noyettes 8, CH-2610 St.-Imier; tours in French, German and English; Monday to Friday, 9 a.m. to noon and 1:30 p.m. to 5 p.m.; free admission; 24 hours’ notice required for reservation; longines.com/contact/museum-booking

Audemars Piguet

Le Brassus, Switzerland

The Musée Atelier Audemars Piguet, which opened in 2020 , is a real celebration of old and new. The spiral design of the ultramodern glass and steel structure recalls a watch hairspring and is adjacent to the company’s oldest building, where, in 1875, the brand’s founders, Jules Louis Audemars and Edward Auguste Piguet, set up their workshop (the watches that the men made as apprentices are displayed).

The grand complication and métiers d’art ateliers are in the center of the spiral, with more than 300 watches displayed in the remaining 900 square meters. A highlight is the 1899 Universelle pocket watch, among the most complicated timepieces ever produced by the watchmaker with 19 different complications and 1,168 components.

In February, Audemars Piguet introduced the Code 11.59 Ultra-Complication Universelle RD#4, a wristwatch homage to the Universelle that boasts 23 complications and 40 functions. To mark the occasion, “Simply Complicated,” an installation that tells the story of the new timepiece’s creation, was commissioned from the Swiss kinetic artist Pascal Bettex. It is to be displayed until the end of the year.

Route de France 18, CH-1348 Le Brassus; tours are offered Tuesday to Friday, 2 p.m. and 3 p.m. and Saturday, 10 a.m., 11 a.m., noon, 2 p.m. and 3 p.m.; admission is 30 Swiss francs ($32) and reservations are required; museeatelier-audemarspiguet.com

Le Locle, Switzerland

The museum shares the grounds of the original Zenith factory, opened in 1865 — and the oldest watch in its display is from the same era: an 1870s Zenith Billodes pocket watch.

The 547-square-meter space, which currently is being expanded by around 180 square meters, displays about 3,000 items. Among the more than 2,000 wristwatches and pocket watches is an 1890s pocket watch signed by the founder, Georges Favre-Jacot. Many of the brand’s more than 2,300 prizes for chronometry, the science of accurate timekeeping, are shown alongside pieces like an early-20th-century chronometer that watch retailers displayed in their windows so passers-by could set their own timepieces.

The main highlight of the museum tour is a visit to Zenith’s famous attic: In 1971, as inexpensive quartz watches from Japan were overwhelming the Swiss watch market, Zenith was bought by a Chicago-based radio company that decided to stop making mechanical watches. In 1976, a workshop foreman, Charles Vermot, hid in the attic the equipment needed to produce the house’s signature El Primero movement, the world’s first high-frequency automatic chronograph — and told no one until 1985. Along with the tools and equipment, footage of an emotional Vermot recounting his story to Swiss television in 1991 is shown there.

Rue des Billodes 34, CH-2400 Le Locle; a three-hour guided tour Fridays at 9 a.m. and watchmaking workshops on Friday mornings; admission is 50 Swiss francs and reservations are required; explorewatch.swiss/zenith

Schaffhausen, Switzerland

The museum is upstairs in the watchmaker’s factory, built in 1875 by the founder, Florentine Ariosto Jones. Originally occupying the attic, the museum was moved to its current space in 2007 and now displays more than 230 items in a 250-square-meter space.

The oldest piece is an 1870s hunter-style pocket watch made by Jones that features a spring-hinge metal cover. Other pieces include a 1942 Portugieser, one of IWC’s first-generation wristwatches with pocket watch movements; and a 2001 Il Destriero Scafusia, a limited-edition, grand complication timepiece in red gold that marked IWC’s 125th anniversary. And there are two of the watchmaker’s 94 ledgers that list full information on every IWC watch made since 1885, including the date of delivery and recipient’s name.

IWC’s big reveal for the Watches and Wonders trade fair, to open in Geneva on March 27, is the reissue of its 1976 Ingenieur SL Jumbo Ref. 1832 steel sports watch, created by Gerald Genta, the designer responsible for both the Audemars Piguet Royal Oak and the Patek Philippe Nautilus . The museum displays an elegant Ingenieur model from 1970, the Ref. 866 AD, which predates Mr. Genta’s work and — with its black dial, Arabic numerals and date display — showcases the timepiece’s early iterations.

Baumgartenstrasse 15, CH-8201 Schaffhausen; Tuesday to Friday, 9 a.m. to 5:30 p.m. and Saturday, 9 a.m. to 3:30 p.m.; admission is 6 Swiss francs; www.iwc.com/us/en/company/museum.html

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A Look Inside The All New Omega Factory In Bienne

After 12 years of planning and development, Omega watches opened the doors to its newest mechanical watch assembly facility in late 2017. Japanese architect Shigeru Ban proved his exceptional skill as well as understanding of Omega’s core values when designing the Nicolas G. Hayek Centre in the Ginza business district of Tokyo. Inspired by traditional watch manufacture style, the Omega Watch Factory is anything but your typical watchmaking facility.

It is a brief, but telling medical report on the state of the watch industry how many – or, shall we say, how few – truly new watch manufactures have been built and opened recently… And it is an equally telling tale on who’s been doing exceptionally well, when you look at those able to afford such a risky and gargantuan investment into themselves and their own future. We have visited the all-new Omega Factory, as they like to call it, in Bienne, to see how the shining new manufacture is different from the rest.

The Omega factory in 1902…

I mean, no one really bats an eye anymore if a new car, electronics, or clothing manufacture pops out of the ground from one day to the next in any part of the world, but the majority of the luxury watch industry has been having rather more pressing issues to deal with recently than to commission and construct massive new production capacities – especially after many have burned themselves quite badly by overreaching in some bubbly markets.

…The Omega “bureau technique” in 1913…

I know you are by every chance here to learn about how this new manufacture can be different from the others, and we’ll get to that soon enough – I just fancy a tiny bit more mental exercising, before we let the secure, but silent doors of the new building slide apart in front of us. Before our visit, I had been toying with the idea of just how many things have to come together for a watch brand to end up deciding something along the lines of “yep, we are pretty sure we absolutely must spend an incomprehensible sum on a new manufacture to be able to perform at our best!”

…and today, inside the all-new Omega Factory.

Just imagine the number of different minds that must be put at ease about such an investment – if I were an accountant at Omega, I’m pretty sure I’d be grey like Gandalf or, worse still, balder than Vin Diesel by now. But a new Omega factory did happen, in fact it had to happen, because if brands like Breguet and Blancpain and Jaquet Droz and Harry Winston were meant to be the shiniest jewels in the Swatch Group’s crown – which all need a bit of polishing, to put it mildly – I find it’s not a stretch to say Swatch Group’s crown itself is Omega… And, while we are at it, Swatch are the hard-working people.

It’s important to mention that the new factory is not an extension of the previous one but rather a replacement. This is to say that while the new building does have extra capacity built into it – it would be idiotic not to do so when constructing an all new facility – it serves a purpose very different from merely seeking a boost in output.

Unsurprisingly, Omega refers to this new, 16,000 square meter (about 170,000 square foot), five story, high-tech facility as a new chapter in its history of innovation and manufacturing. Brimmed with the latest manufacturing and quality control technologies, it clearly was designed to be sustainable not just from an ecological standpoint, but from an efficient workplace’s perspective as well.

Naturally, the new facility is right next door to the old one, situated in the expectedly sleepy town of Biel – or Bienne, if you prefer the French version like Omega does. It was here, under Rue Jakob-Stampfli in 1882 that Louis Brandt & Fils opened their workshop (self-proclaimed Omega historians will scream at this point saying that Louis Brandt founded the predecessor company back in 1848 in La Chaux-de-Fonds and they’d be right, except for the screaming part of it). Omega, as the operation has been called since 1903, to this day remains to be found on Rue Jakob-Stampfli, though with a much, much increased footprint both literally and figuratively speaking.

One of the main goals with the new building was to bring all operations under the same roof; all steps from watch assembly, bracelets, packaging, and shipping are now performed in this single location, without items having to be transferred elsewhere. Watchmakers’ speak would call these steps T2, T3, and T4. Those with a keen mathematical mind will have realized by now that T1, i.e. manufacturing is missing from this equation. Being a Swatch Group brand, it is easy to understand Omega’s collaboration with the Group’s manufacturing and R&D capacities with ETA, Asulab, and Nivarox-FAR – these are Omega’s sister companies with the know-how and technology required to produce the special movement components exclusively for Omega.

An interesting tidbit I found in Omega’s commentary on its new factory is this: “As a new generation of watch buyers emerges, Omega has revolutionized its facilities with this exciting development, all in readiness to meet their demands.” This actually works in a few easy ways to figure out on your own (a more efficient manufacture and a top-tier quality workplace can only do good for the product) and a few that are not quite so self-explanatory.

Omega’s plans are to move its after sales service department into the manufacture building it had been using up until the opening of the new place next door. This move likely comes as an answer to what has for long proven to be basically an industry-wide issue: the issue of terribly slow and inefficient after sales. Clearly not all brands perform equally (or, should I say, equally bad), but it sounded like ensuring that Omega has an after sales capacity that matches its output and hence provides an ideal experience for Omega watch owners is an important, though little talked about improvement the move provides.

With all this said, let’s get down to the nitty-gritty of the new factory. Designed by world renowned architect, Shigeru Ban, the new facility – along with the new Swatch HQ that’s under construction next door (also designed by Shigeru-san) – means a deep breath of fresh air for those tired and bored with the decidedly timid Swiss architecture.

Even all the wood used in the new building was specifically requested to be from Switzerland.

In 2014, Shigeru-san was awarded with the Pritzker prize, one of the most prestigious awards in architecture for his significant contributions to architectural innovation and philanthropy, with the jury declaring him a “tireless architect whose work exudes optimism.” We tip our hats to Omega for hiring someone as widely acknowledged and creative as the Japanese architect.

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Relocated to a stunning new building in 2019, the OMEGA Museum tells the compelling story of the Swiss brand through immersive movies, compelling showcases and fun interactive experiences.

The journey to the heart of OMEGA includes a 360° history of time, a giant walk-in Speedmaster, and a magical animation revealing the inner-workings of the famous Co-Axial Escapement.

Along the way, visitors can unleash their inner Olympian on a 9m running track and even record their time with OMEGA’s Official Timekeeper technology. They can explore OMEGA’s history of women’s watchmaking, walk across a lunar surface and enter the exciting world of James Bond 007.

Those wishing to delve into the details of OMEGA’s past, present and future, will not be disappointed.

The brand’s long and distinguished history unfolds in the most appropriate way – through a 50m steel bracelet, with 64 treasury windows.

There is also a showcase highlighting OMEGA’s latest adventures… and of course, there are many – many – OMEGA watches.

Omega Museum website

The Omega Museum Nicolas G. Hayek Strasse 2 CH-2502 Biel / Bienne Phone: +41 32 343 91 31

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Matt wallace captures european masters in playoff, ends dp world tour drought, share this article.

Matt Wallace needed 73 holes to end a six-year drought.

The 34-year-old, who won for the first time on the PGA Tour in 2023, didn’t have a good year in the United States, finishing 112th in the FedEx Cup standings to miss out on the playoffs.

If his offseason goal was to right the ship, he’s off to an excellent start.

Wallace captured the 2024 Omega European Masters on Sunday at Crans-sur-Sierre Golf Club in Switzerland, breaking a six-year winless drought on the DP World Tour. Wallace led throughout the week, but he had to go to extra holes against Alfredo Garcia-Heredia to pick up his fifth win on the DP World Tour.

The moment @mattsjwallace won again after SIX years! 👏 #OEM2024 pic.twitter.com/HLsjGuNtqN — DP World Tour (@DPWorldTour) September 8, 2024

“Knackered, that was a hard day,” Wallace said. “It wasn’t easy, but I felt there was a score out there but couldn’t get anything going.”

Wallace shot even par on Sunday, but Garcia-Heredia birdied the last to get to 11 under and tie Wallace, fording the playoff. Both players tee shots found the fairway, but Wallace stuffed his approach and buried the birdie putt.

Andrew Johnston, better known as Beef, had his best finish in four years, placing third.

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With the PGA Tour and LPGA taking the week off, the DP World Tour and PGA Tour Champions have the stage.

The DPWT moves to Crans-sur-Sierre Golf Club in Crans Montana, Switzerland, for the Omega European Masters. The seniors head to Norwood Hills Country Club in St. Louis, Missouri.

Here’s how you can watch this week’s action. Stream links will be added when available (all times ET):

DP World Tour: Omega European Masters

Thursday, Sept. 5

• 7:30AM-12:30PM: Golf Channel/NBC Sports App

Friday, Sept. 6

Saturday, Sept. 7

• 6:30-11:30AM: Golf Channel/NBC Sports App

Sunday, Sept. 8

PGA Tour Champions: Ascension Charity Classic

• 3-6PM: Golf Channel/NBC Sports App

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MoonSwatch Tour

Saturday August 24

10 am - 2 pm

August 24 | 10AM – 2PM

Over the last several months, 3 rolling planets have stopped all over the US, allowing thousands of Swatch and OMEGA fans to purchase one piece of the Swatch Bioceramic MoonSwatch Collection that pays tribute to the OMEGA Speedmaster Moonwatch.

Rolling planet ‘Mission to Mars’ will stop at Easton Town Center for two days this summer, August 24 – 25, to immerse visitors in the out-of-this-world MoonSwatch experience. Look for the red Rolling Planet near the Central Park Fountain and Gucci in Easton’s North District. #MoonSwatch #OMEGAXSwatch

Please note: Watches are sold on a first come, first serve basis. Items may sell out prior to the end time of the event.

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2024 Omega European Masters round 3 tee times and pairings explored

T he 2024 Omega European Masters are at the very height of action, as the tournament heads into the third round. This is the Swiss stop of the men's European tour.

156 golfers teed off at the Crans-Sur-Sierre Golf Club, Switzerland on Thursday. After the end of two rounds, only 80 remain in the playing field. Although defending champion Ludvig Aberg of Sweden is sitting out this year owing to a surgery to treat a torn meniscus in his knee, the line-up is impressive.

Currently, Canadian golfer Matt Wallace is leading the tournament with 14-under. He is followed by Alex Fitzpatrick on T2 with 10-under, Jordan Smith and Norweigen golfer Henrik Norlander at T3 with 9-under.

The 2024 Omega European Masters boasts of a $3.25 million prize purse , a whopping $500,000 increase from last year. The winner will take home $552,500. The cash prizes are as enticing as the other perks well-performing golfers will receive at the event.

It is a great opportunity for the players to rake in some OWGR points as well as Race to Dubai ranking points. The latter will be crucial for them to qualify for the DP World Tour Playoffs, which would conclude the 2024 calendar of the European tour . Golfers who perform well here might also get a chance to make it to the 2025 Ryder Cup at Bethpage Black.

Round 3 of the 2024 Omega European Masters will kickstart on Friday at the Crans-Sur-Sierre golf club. Here's taking a look at the round 3 tee times and pairings.

What are the round 3 tee times and pairings at the 2024 Omega European Masters?

The third round at the 2024 Omega European Masters will begin at 7:25 am local time. Round 2 leaders Matt Wallace, Alex Fitzpatrick and Henrik Norlander will wrap up the day. They are paired together will tee off at 12:30 pm local time.

The tournament is being held at Crans-Sur-Sierre Golf Club in Switzerland. All times below are in local time.

Where to watch the Omega European Masters?

The Omega Masters will be broadcast live for fans to enjoy worldwide. DP World Tour 's in-house production company, European Tour Productions, will produce and distribute live coverage of the event.

The broadcast times are as below. Please note all times are in local time.

Thursday, 5th September: 13:30 - 18:30

Friday, 6th September: 13:30 - 18:30

Saturday, 7th September: 12:30 - 17:30

Sunday, 8th September: 12:30 - 17:30

The tournament will be shown live on multiple channels such as Sky Sports, Golf Channel, Supersport Golf, Fox Sports, Astrosport etc. depending on the viewer's region and continent.

05 - 08 Sep 2024

Omega European Masters

Crans-sur-Sierre GC, Crans Montana, Switzerland

How to watch the Omega European Masters

European Tour Productions, the DP World Tour’s in-house production company, will produce and distribute live coverage of the Omega European Masters .

This week sees the Back 9 continue with a return to the scenic Crans-sur-Sierre Golf Club in the Swiss Alps.

The Omega European Masters is one of the most historic events on the DP World Tour, and offers increased Race to Dubai Ranking Points as players look to earn qualification into the final two events on the 2024 schedule: The DP World Tour Play-Offs.

The top 70 in the season-long Race to Dubai Rankings at the end of the Back 9 phase of the season will gain qualification into the DP World Tour Play-Offs. Players can qualify throughout the Back 9, as they earn enough points to guarantee their position in the top 70.

While reigning champion Ludvig Åberg is not in the field this week, there are a host of former champions who are teeing it up, including in-form pair Thriston Lawrence and Rasmus Højgaard.

Among the other DP World Tour members in action are the Fitzpatrick brothers, with Matt aiming to become just the fourth player to have won the tournament on three occasions, and Alex looking to impress again after finishing tied fifth on his debut in the event last year.

Full coverage plan

Global Broadcast Transmission Times

Below are the listed Broadcast Transmission times for the Omega European Masters in local time in Switzerland, and for the general World Feed coverage (time in BST). Find out below where to watch in your area.

• READ MORE: Five things to know: Omega European Masters
• READ MORE: Omega European Masters: DP World Tour Fantasy ones to watch
• READ MORE: DP World Tour Play Offs qualification: All you need to know

Where can you watch coverage of the DP World Tour in your area?

For specific broadcast timings of these territories please check your local listings.

Who is part of the commentary team?

Andrew Coltart will lead the team and he will be joined in the box by co-lead commentator Richard Boxall and analyst David Howell .

Ken Brown , Wayne Riley and 1992 Omega European Masters winner Jamie Spence will be providing on-course commentary, with Josh Antmann speaking to the players in round.

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You Can Finally Buy a MoonSwatch Online

If you buy something using links in our stories, we may earn a commission. This helps support our journalism. Learn more . Please also consider subscribing to WIRED

The global hysteria that accompanied the launch of the MoonSwatch was unlike anything the watch world had seen. Store managers faced throngs of thousands. London’s Carnaby Street location lasted half an hour before police were called . In New York, scuffles broke out amid rumors of a stabbing in the line. A Swatch shop in Singapore was forced to shut for 10 days in a bid to let the madness play out.

There would have been a very simple way to stop such mayhem: Sell the MoonSwatch online. But, no, the decision by the Swatch Group was that the pieces, although not limited, would be sold through a select number of Swatch outlets only—seemingly unaware of the hullabaloo this would generate. In short order, MoonSwatches were hitting eBay and other platforms and getting bids into the thousands.

Crucially, however, in July 2022, when WIRED revealed the story on exactly how Swatch created the MoonSwatch with Omega in secret, Nick Hayek Jr., chief executive of Swatch Group, which owns both the Swatch and Omega brands, revealed to our writer Tim Barber that while they would not be selling the MoonSwatch online at first, this wasn't necessarily going to remain the case.

The four models from the original MoonSwatch lineup are the first to be available online.

At the time, when pressed on future ecommerce for the watch, Hayek said: “Ask me in four months if ecommerce can play a role … perhaps … I don't know.” Well, it's taken a little more than four months—more than two years, to be precise—but now four versions of the chronograph appear online alongside a much-demanded “add to cart” button.

Four of the original references have been chosen as the initial online offerings: the classic Mission to the Moon; Mission to Mars, a nod to the Speedmaster Alaska Project watch ; Mission on Earth; and the bright yellow Mission to the Sun. So, sadly, no online Snoopy MoonSwatches yet.

Just four online MoonSwatches being available is not the only catch, however. You can only buy these online from Swatch in two countries right now: the US and China. The good news is the price remains $270 online (less than the $350+ these pieces are still routinely selling for on sites such as eBay). To deter scalpers and bots, shoppers can only buy one watch at a time, and you need to have signed up to Swatch.

Not available online in Europe yet, the US Swatch site price remains the same as the physical store price.

MoonSwatch has been a phenomenal success for Swatch Group. Interestingly, however, the reversal of the ecommerce strategy for the line comes after the recent announcement that Swatch Group shares have dropped after profit falls of 70 percent , attributed to softening of the China market. It has also been suggested that the US and China have been selected for the initial online rollout due the jurisdictions' sheer size, which made it harder for customers to reach physical outlets for the brand.

Whatever the reason for the online pivot, this is good news for fans of the collaboration unable (or unwilling) to get to a Swatch store and join the line—it's just a shame that the newer offerings aren't yet ready for your online shopping basket.

Shoppers are restricted to one MoonSwatch per online order, with a button popping up asking you to replace your bagged choice if you try to add another model.

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Bioceramic MoonSwatch Collection

Aptly named after the planetary bodies in our solar system, from the giant star at the center to the dwarf planet at its periphery, the first eleven non-limited watches in the Bioceramic MoonSwatch Collection feature all the hallmarks of the legendary OMEGA Speedmaster Moonwatch and are our first unique down-to-earth take on the first watch on the Moon.

The classic four available online

Mission to the Sun

The star of the collection in a bright sun-brushed golden color.

Mission to Mercury

A tribute to the fast-moving winged messenger in deep grey.

Mission to Venus

Powdery pink hues and oval subdials celebrate the planet named after the goddess of love.

Mission on Earth

A celebration of our precious planet in blue and green.

Mission to the Moon

Faithfully reproduces the design of the Omega Speedmaster Moonwatch.

Mission to Mars

A fiery, red-colored timepiece with "Alaska Project" watch hands.

Mission to Jupiter

A bronze-colored collectable with an orange “Ultraman” seconds hand.

Mission to Saturn

Beautiful beige with Saturn’s rings at 6 o’clock.

Mission to Uranus

Pale blue tribute to the Greek god of the sky.

Mission to Neptune

Celebrating the ice giant in a freezing deep blue.

Mission to Pluto

Dedicated to the “dwarf” planet in gray and burgundy.

Each model in the Bioceramic MoonSwatch Collection features the asymmetrical case, the iconic 'dot over ninety' on the tachymeter scale, and the distinctive Speedmaster subdials. 

All dials feature the OMEGA X Swatch branding, the iconic Speedmaster logo, and the new MoonSwatch logo. A closer look at the domed biosourced glass construction reveals the "hidden" 'S' integrated in the center of the crystal. The circular pattern on the dial's outer ring and recessed subdials brings a refined touch to the design, complementing the sharp and smooth lugs construction. The hours, minutes, chronograph seconds hands, and hour markers sport Super-LumiNova® for a perfect glow in the dark.

The double-beveled caseback on each Bioceramic MoonSwatch is printed with the mission text and features integrated wording sure to inspire: "DREAM BIG – FLY HIGHER – EXPLORE THE UNIVERSE – REACH FOR THE PLANETS."

Every battery cover on the back has an image of the planetary body that inspires the design.

What is Bioceramic?

Developed and patented by Swatch, Bioceramic is a composite material that stands out as one of the most innovative in the watchmaking industry. Its unique blend of 2/3 ceramic used in high-end watchmaking and 1/3 biosourced material derived from castor oil, creates a very robust material with a silky matte finish.

Get your hands on your favorite model

The models in the Bioceramic MoonSwatch Collection are available for purchase at selected Swatch stores worldwide. To find your nearest store, use our convenient store locator. Purchases are limited to one watch per person, per day, and per store. 

OMEGA X Swatch

Created in collaboration with OMEGA, the Bioceramic MoonSwatch Collection is a playful, down-to-earth take on OMEGA's legendary Speedmaster Moonwatch, the first watch on the Moon. What launches this collection into orbit, however, is the fusion of the innovative Bioceramic material in rare colors with the key Speedmaster Moonwatch design elements. 

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Omega Seamaster Diver 300M Co-Axial Master Chronometer 42 MM

• Movement: Automatic
• Water Resistance: 300 meters
• Case Material: Stainless Steel
• Case Size: 42 mm diameter
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• Strap/Bracelet: Strap
• Strap/Bracelet Material: Rubber
• Features: Chronometer, Date, Second Hand

Omega Speedmaster Moonwatch Professional Co‑Axial Master Chronometer Chronograph 42 MM

• Movement: Manual Winding
• Water Resistance: 50 meters
• Case Thickness: 14 mm
• Strap/Bracelet: Strap - Deployant
• Features: Chronograph, Second Hand

Omega Seamaster Diver 300M Co‑Axial Master Chronometer 42 MM

• Dial Color: White
• Strap/Bracelet: Bracelet
• Strap/Bracelet Material: Stainless Steel

Omega Speedmaster Dark Side Of The Moon Co-Axial Chronometer Chronograph 44.25 MM - Black

• Case Material: Ceramic Black
• Case Thickness: 16 mm
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• Caseback: see-through
• Features: Chronograph, Date, Second Hand

Omega Seamaster Aqua Terra Shades Co-Axial Master Chronometer 34 MM

• Water Resistance: 150 meters
• Case Thickness: 12 mm
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• Features: Date, Second Hand

• Case Material: Titanium
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• Features: Second Hand

Omega Seamaster Aqua Terra 150M Co-Axial Master Chronometer 41 MM

• Case Size: 41 mm diameter

• Dial Color: Blue

Omega Speedmaster Moonwatch Co-Axial Moonphase

• Water Resistance: 100 meters
• Features: Chronograph, Date, Moon Phase, Second Hand

Omega Seamaster Aqua Terra 150m

• Case Thickness: 13 mm
• Features: Date, Power Reserve, Second Hand

• Case Size: 38 mm diameter

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Omega Seamaster Diver 300M Co‑Axial Master Chronometer 42 MM

• Case Material: Steel/Rose Gold
• Strap/Bracelet Material: Steel/Yellow Gold

Omega Seamaster Diver 300M Co‑Axial Master Chronometer 44 MM

• Features: Chronometer, Second Hand

Omega Speedmaster Grey Side Of The Moon Co-Axial Chronometer Chronograph 44.25 MM

• Dial Color: Silver Gray
• Strap/Bracelet Material: Alligator/Crocodile
• Features: Chronograph, Chronometer, Date, Second Hand, Tachymeter

Omega De Ville Prestige Co-Axial Master Chronometer 34 MM

• Water Resistance: 30 meters
• Case Material: Steel/Yellow Gold
• Case Thickness: 10 mm

• Dial Color: Pink

Omega Seamaster Aqua Terra 150M Co‑Axial Master Chronometer Small Seconds 41 MM

Omega Speedmaster Blue Side Of The Moon Co-Axial Master Chronometer Chronograph 44.25 MM

• Case Thickness: 17 mm

• Strap/Bracelet Material: Steel/Rose Gold

Omega Speedmaster Chronoscope Co-Axial Master Chronometer Chronograph 43 MM

• Case Size: 43 mm diameter

Omega Seamaster Aqua Terra 150M Co-Axial Master Chronometer 41 MM - Golf Edition

Omega De Ville Prestige Co‑Axial Master Chronometer Power Reserve 41 MM

• Case Material: Yellow Gold
• Case Thickness: 11 mm
• Dial Color: Green

Omega Seamaster Planet Ocean 6000M Co-Axial Master Chronometer 45.5 MM

• Water Resistance: 6000 meters
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Omega Seamaster Aqua Terra 150M Co-Axial Master Chronometer 38 MM

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Rental hours monday thru sunday: 7:00 a.m. to 8:00 p.m. taxes included, no extra fees., off road adventures in todos santos, baja california sur, if you are in cabo or la paz or anywhere in baja california sur and looking for things to do in baja, you have come to the ideal place we are one of the most popular activities in los cabos., the activities in baja sur are popular for their love for off road, so if you are in san jose del cabo or cabo san lucas there is no excuse for you not to make your baja vacation the most memorable we will take you to all the unfrequented locations and secret routes to make your all-terrain experience the best of all..

More than 15 years in Baja, we know all the secret access roads. Excellent personalized service with bilingual guides.

You can take all the photos and videos you want without any additional charges., your off road adventure starts when you leave our location; we do not count the time for training and explaining everything you need to know to make the most of your experience. we really respect your adventure time., our vehicles are the newest and the best in the market, canam models. a device is provided for satellite monitoring, so we are aware of you and your safety at all times. the vehicles are treated with slime technology in the tires to prevent punctures & flat tires, so all you have to worry about is enjoying the off road adventure., our off road vehicles are equipped with everything for your comfort and safety; spare tire, wheel jack, gps tracking, gps satellite device and emergency satellite radio (on self-guided tours)..

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Seamaster Heritage Models Boutique Editions Watches

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Seamaster Boutique Editions

39.5 mm, steel on leather strap

Heritage Models - Boutique Editions

The Seamaster Boutique Editions collection is OMEGA's tribute to the world's most spectacular cities and countries. The luxury Swiss watches are inspired by the architecture and famous sites of each destination, and make a perfect keepsake for any resident or visitor. <p> So far, the brand has crafted beautiful timepieces in honour of places including Paris, London, New York, Singapore, Dubai, Macau, Switzerland, Moscow, the UAE and Venice. The casebacks of almost all of these Master Chronometer watches are incredibly engraved with a skyline of the location’s most recognised sites. <p> Furthermore, these automatic 39.5 mm wristwatches are offered in a range of materials, including cases in stainless steel or 18K gold. The domed dials can be silvered, grey, blue, white lacquered or green depending on the model, while each one features a date window at 6 o'clock. <p> Thanks to their pure design, the Seamaster Boutique Editions are a perfect example of elegance and minimalism in watchmaking. Presented on a leather strap, they each make excellent travel companions for collectors and fans across the globe.

The Seamaster Boutique Editions collection is OMEGA's tribute to the world's most spectacular cities and countries. The luxury Swiss watches are inspired by the architecture and famous sites of each destination, and make a perfect keepsake for any resident or visitor. So far, the brand has crafted beautiful timepieces in honour of places including Paris, London, New York, Singapore, Dubai, Macau, Switzerland, Moscow, the UAE and Venice. The casebacks of almost all of these Master Chronometer watches are incredibly engraved with a skyline of the location’s most recognised sites. Furthermore, these automatic 39.5 mm wristwatches are offered in a range of materials, including cases in stainless steel or 18K gold. The domed dials can be silvered, grey, blue, white lacquered or green depending on the model, while each one features a date window at 6 o'clock. Thanks to their pure design, the Seamaster Boutique Editions are a perfect example of elegance and minimalism in watchmaking. Presented on a leather strap, they each make excellent travel companions for collectors and fans across the globe.