This Quirky Ceramic Moonphase Watch Is Hiding Some Serious Innovation

After three long years of intensive development, De Rejike & Co’s Miffy Moonphase series goes out with a bang.

De Rijke & Co. Miffy Moonphase Ceramic Watch closeup

Published July 1, 2025

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The horological world has a long history of combining watches with cartoon characters. Take, for instance, the longstanding trend of Snoopy watches. It might be easy for some folks to dismiss these watches as cutesy marketing schemes.

Sometimes that couldn’t be further from the truth. Take the De Rijke & Co. Miffy Moonphase Ceramic watch as an example. Sure, this timepiece has a cartoon rabbit on it and looks quirky and adorable. However, it’s hiding some genuinely impressive horological advancements.

De Rijke & Co. Miffy Moonphase Ceramic Watch next to components on red background — Like some of the brand’s other watches, this one can be rotated 90 degrees within its case for easier reading.

A real head-turner … sort of

One of this watch’s biggest selling points is the rotating case for which De Rjike & Co. is known. The idea here is that the watch dial can be turned up to 90 degrees within its case to make it easier for the user to read it at a glance without impacting its functionality otherwise.

However, the construction of this watch required the brand to completely reimagine the mechanism that makes the rotation possible.

De Rijke & Co. Miffy Moonphase Ceramic Watch deconstructed — Building this watch from ceramic meant the brand had to reimagine the rotating mechanism completely.

In previous steel versions, it relied on a steel click spring. However, with this ceramic one, the brand swapped it for a steel ball bearing and compression spring mechanism to grant it its “tactile, well-indexed rotation.”

To take things a step further, the brand was also sure to make the whole timepiece modular and repairable. There are no press-fit pieces or glue. The entire housing and all components can be taken apart.

De Rijke & Co. Miffy Moonphase Ceramic Watch on wrist — Don’t let the cuteness fool you; this watch results from some serious innovation.

Cutsey on the streets, a technical marvel in the sheets

The reimaginging and reengineering of the brand’s signature rotating case is only one of the watch’s impressive bits. The moonphase disc below the dial also went through a complete redesign.

The brand had to figure out how to maintain the proper color blue without losing the 3D effect of the etching. Now, it requires an intensive nine-step process to produce, including applying its vibrant SuperLuminova glow.

“Everything was designed with longterm serviceability in mind. If something breaks, you replace just one part—not the entire case.”
De Rijke & Co.

The watch also boasts a modified Swiss automatic Sellita SW288 movement to keep it ticking and spinning that moonphase disc accurately and reliably. It also comes with an FKM white rubber strap and a red paratrooper strap.

This watch took three years of intensive development to produce, which speaks to just how careful, cautious and deliberate the brand was in making it. Unfortunately, only 100 examples are being made, so it won’t be available for long.

De Rijke & Co. Miffy Moonphase Ceramic Watch case closeup — Even the moon phase disc itself was completely reimagined.

Pricing and availability

The De Rijke & Co. Miffy Moonphase Ceramic watch is available for preorder now for €1,975 (about $2,326). The full price is €3950 (about $4,651 [minus VAT, taxes and tariffs]), to be paid before shipping in January of 2026.