Sarpaneva x Moomin
Background
Internationally renowned watchmaker Stepan Sarpaneva created the first Moomin watch in 2017. The watch broke records as it sold out faster than any similar watch in Finland. The limited batch of 50 timepieces sold out in one minute and 36 seconds. In 2020, Sarpaneva created a new limited edition watch for the Moomin’s 75th anniversary.
About
Brand
Moomin
Licensee
Sarpaneva Watches
Territory
Worldwide
Category
Accessories
Timeline
The first Moomin Sarpaneva watch was launched in 2017.
The Collaboration
The design of the original watch’s dial is inspired by Tove Jansson’s illustration in the book Moominsummer Madness (1954). In the original illustration, Moomintroll is seen dreaming among reeds on a summer day. The hand-painted colors illuminate in the dark and create a new atmosphere: “When it’s dark, dreams change; they get to color and maybe get brought to life in a different way,” Stepan Sarpaneva explained. The watches come with in a special treasure roll with a Moomin design, made by Finlayson.
The prototype of the anniversary watch was auctioned off at Philips Auction House and the proceeds was donated directly to Moomin Characters’ and the John Nurminen Foundation’s joint campaign, #OURSEA that collected funds to clean the Baltic Sea and protect its heritage.
Results
The prototype of the 75th-anniversary watch was sold at the Philips Auction House for 33,000 EUR to benefit the #OURSEA campaign. The second collection of watches, priced at 14 880 EUR, was limited to 100 pieces and sold out within two hours after launching on S.U.F Helsinki’s webshop.
Interested in a collaboration?
Get in touch!
Ilkka Lind
Sales Director
