In March 2022, long queues formed outside a small number of Swatch boutiques in cities such as New York, London, Paris, Tokyo, and Zurich. People were waiting, sometimes for hours, to buy a plastic-and-ceramic wristwatch called the MoonSwatch — a joint creation of Swatch and Omega, two brands that both belong to the Swatch Group. Within the first year, more than one million units were sold, far above the company's initial forecast, and management later noted that interest in