MoonSwatch: Has the Frenzy Changed the Future?

Five months after the watch collection’s chaotic debut, experts still are debating its effects while others mourn the end of sedate sales.

LONDON — Sometime in the early hours of March 26, Paul McKeown woke up on the sidewalk for the second morning in a row.

The 58-year-old retiree, an avid watch collector, had been sleeping outside the Carnaby Street store of the Swatch watch brand, waiting for it to start selling MoonSwatch, a new collection made in collaboration with Omega, its sister company. The mood had been light, fun. Friendships had been formed.

But as the sun rose on MoonSwatch Day, things changed.

“The atmosphere got dark about 5 a.m. in the

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