I’ve become a pretty big fan of De Rijke & Co. over the past few years, and am glad to see them experiencing so much success recently (I’m basing this on their booth at the New York City Windup Watch Fair being mobbed to the point that I couldn’t find room to introduce myself to brand founder Laurens de Rijke until the last day of the show). If I’m being honest, though, I’ve been a bit mystified by the whole Miffy thing. The Miffy Moonphase watches have become something of a viral sensation for De Rijke, but I’ve always assumed the limited editions were snatched up by an international audience with more Miffy familiarity than the typical American watch consumer. But earlier this year, traveling back from Geneva Watch Days, I had a connection in Amsterdam, and waiting at the gate I noticed an American family (the Boston accents gave it away) with two young children and several shopping bags full of Miffy memorabilia purchased, I assume, somewhere in Schiphol Airport. It dawned on me then that the Dutch cartoon was not some closely held regional secret – it was just I’m, as usual, painfully out of touch.
Today, De Rijke launches a pair of new Miffy Moonphases with green dials that follow the format of their previous releases closely. This, according to De Rijke, is the final Miffy Moonphase release in a steel case, and it consists of both a single and double moonphase, each in an edition of 50. The double moonphase watches have been particular favorites since their introduction, and feature a sapphire dial plate that exposes the second, normally hidden, moonphase disc. While this doesn’t serve a functional purpose, exactly, it underscores the point of these watches, which are very much experiments in color, and a showcase for Dick Bruna’s artwork. All kidding aside, even if the Miffy character isn’t personally resonant, it’s easy to see the whimsical appeal here.
Both versions of the green Miffy Moonphase are housed in De Rijke’s excellent Amalfi case, which measures 38mm across and 11mm tall. The Amalfi was originally conceived as a driving watch, and the case can be rotated to make it easier to view with a hand on the steering wheel. It’s a charming feature, and practical, I suppose, if you do a lot of driving, but even if you don’t, there’s a real tactile pleasure in handling something this well engineered. I suspect that’s a sentiment most watch enthusiasts can at least somewhat identify with.
The Miffy Moonphase watches run on a Sellita SW288 caliber with no date and an enlarged moonphase indicator. They are water resistant to 50 meters, and covered with a domed sapphire crystal with AR coating applied to the interior. To place an order for one of these Miffy Moonphase watches, a 50% deposit is required to make a reservation, with the remainder due prior to delivery. The retail price is 3195 Euros excluding VAT for the single moonphase, and 3395 Euros excluding VAT for the double moonphase. More information can be found at the De Rijke & Co. website here.
