Worn & Wound
De Rijke & Co.’s Miffy Moonphase Returns for the Final Time in Steel
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 sin...
