Fashion / Watches & Fine Jewellery

How OMEGA is harnessing its MoonSwatch Moonshine Gold for good


As a symbol, the moon is teeming with meaning. The glistening point of an otherwise dark sky, we accept its power even if we don't completely understand it. Luxury Swiss watch manufacturer OMEGA has long observed the potency of the moon, in fact it's crafted a whole collection around this fact, birthing the ever-popular MoonSwatch Moonshine Gold with the aid of Swatch.

More recently, the manufacturer has wielded this creation for good, with a Sotheby's auction where all proceeds are donated to Orbis – a charity dedicated to preventing and treating avoidable blindness which Omega has been associated since 2011.

Taking place from February 12 to February 24 to conclude on the Full Moon, the charity event saw 11 suitcases filled with the complete 11 OMEGA x Swatch Mission to Moonshine Gold range go up for auction across the globe – the first time the timepieces have been offered as a single set. Each briefcase was on display in one of the 11 international OMEGA boutiques from February 1 to February 11; namely, the Sydney, Zurich, Tokyo, Bangkok, Singapore, Hong Kong, Beijing, New York, London, Milan and Paris locations.

On top of the timepieces, each suitcase contains a golden monocle with the OMEGA x Swatch logo, and an exclusive one-of-a-kind coin engraved with the three-letter aviation code from their displayed city.

Following the conclusion of the Sotheby's auction, OMEGA announced that it had raised nearly one million dollars (or a total of 534 670 CHF) with the sale of all 11 suitcases. It's a significant sum and will no doubt be out to good use at Orbis, who has spent the last four decades fighting vision loss in countries across Africa, Asia, the Caribbean and South America, most notably with its world-first Flying Eye Hospital.

"This unique auction really captured the imagination of MoonSwatch fans around the world," said Raynald Aeschlimann, President and CEO of OMEGA. "We’re so thrilled that the proceeds can now go to Orbis. We believe wholeheartedly in their eye care mission, and we’re so pleased to have raised money as well as awareness for their work.”

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