MoonSwatch mission as ‘watch freak’ Brummie travels 220 miles round trip to buy £220 gadget


A watch-crazed Brummie drove 220 miles round trip and stood in line for hours to buy a wanted watch. Chip shop owner Terry Eleftheriou traveled to London for the latest addition to his collection.

But he had to leave the capital empty-handed after the store closed as many people lined up outside to get their hands on the designer’s watch. Thousands of people camped out overnight to buy a MoonSwatch.

Terry, from Dorridge, owns 17 luxury watches but was determined to get his hands on the MoonSwatch. It costs just £210 but is the most coveted watch in the world right now.

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This is a long-awaited collaboration between Omega and Swatch. It’s a cheaper version of the Omega Speedmaster Moonwatch that can fetch tens of thousands of pounds.

The MoonSwatch launched on Saturday, March 26, and seconds after it went on sale in Australia, it sold out. Similar scenes were then repeated in other countries, including the United Kingdom.

One of the MoonSwatches in the range

Terry, 43, owner of Stella’s chip shop in Sheldon, is an avowed watch fanatic. He said he had no choice but to travel to London to try and buy the coveted stopwatch.

“It was only on sale in three stores in the UK: one in Edinburgh and three in London, so I caught a 6am train and was in London just after 8am,” did he declare. “But when I arrived at the Swatch store in Oxford Street, there were 3,000 people in the queue in front of me!”

“I also tried the Covent Garden branch and that had to be closed for security reasons, so I went back to Oxford Street and by the time I got there they had sold out.”

Terry’s own collection of watches is quite impressive – with Cartiers, Rolexes, Gucci and Breitlings. But he said the MoonSwatch was “pretty special” and he was determined to get one.

“Having such a high-end brand working with a High Street name is unusual. I wouldn’t be surprised if other brands saw the success of this and did something similar,” he said.

There are 11 watches in the MoonSwatch range and each is based on a space theme and titled after a planet or moon – with all names beginning with the word ‘Mission’. Mission to Mars, Mission to Mercury, and Mission to Uranus are among the various names. They have all been designed so that the colors and layouts reflect the planets they are named after.

Terry said on his trip to London he learned the range was not limited and would soon be available online. “I haven’t read all about it – could have saved myself a trip!” he said.


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