The Moonswatch Earthphase Moonshine Gold Backlash

A Breaking Point for Collectors

When Swatch released the highly anticipated Moonswatch Earthphase Moonshine Gold on Saturday, the reaction from collectors was anything but celebratory. Instead of excitement, the community was hit with shock and frustration after Swatch changed the price of the watch twice on their official website — with no explanation or warning.

While some speculate the sudden shifts were linked to the 39% tariffs that took effect last Thursday, the lack of transparency has rattled trust in the brand. Collectors and fans — many of whom have spent years passionately supporting the Moonswatch series — are now questioning Swatch’s credibility.

This is more than just about money. It’s about respect for the brand’s most loyal supporters.

The Harsh Reality for Fans

People don’t just stroll into a Swatch store to pick up a Moonswatch. They travel long distances, camp out overnight, and even book hotels with the sole hope of getting one. The experience should be thrilling — but instead, many are left empty-handed.

Swatch’s official policy is “one per customer”, yet anyone visiting these launches will see people in line clutching multiple Moonswatches, sometimes clearly intending to flip them for outrageous premiums. And nothing seems to be done about it.

For true collectors, it’s infuriating. These aren’t just watches — they’re part of a shared culture, a community. And when that community feels betrayed, it’s hard to win back trust.

The potential Damage to Swatch’s Reputation

I get the NEW Earthphase Moonshine Gold was limited and available for one day only, but the Moonswatch line was supposed to be fun, somewhat accessible, and a celebration of design collaboration with Omega. But price changes without explanation, unchecked reseller activity, and disregard for fans’ dedication threaten to turn the series into a cautionary tale.

Collectors are left asking: If Swatch is willing to alienate its core base for the sake of a short-term gain, what does that mean for the future of the brand and why should we support this?