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spacemission
·Oison O'Malley, love him or hate him, has what I think is the best take on this..
A massive disappointment for normal watch lovers.
Audemars Piguet X Swatch
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Jakeys
·Anno 2026, the general public doesn’t care any longer about “Luxury” (nor has the money for it) while watch brands are pumping up the prices to crazy nonsense levels, these same brands are chasing Tik-Tok audiences? Is that "where the money" is?
Producing plastic, euh bio-ceramic watches which are immediately copied by the Chinese, might lead to risking brand-identity for short term financial gain?
IMHO it’s about time the main brands become more serious about their true heritage & legacy and start looking at “intelligencers” rather than “influencers” ! 🤨
Well there is an inherent contradiction here though, isn't there? If it is true that the general public doesn't care about luxury, then it is also true these brands must pivot away from luxury.
Chasing TikTok audiences and appealing to influencer culture is certainly necessary to capture the Millennial, Gen Z and beyond market. You're not gonna get them with print ads. The only reason these influencers are successful is because huge numbers do pay attention to them and listen to what they say, or more specifically buy the products they shill. The only risk is that you alienate the old money and fail to capture the new money, then you're up shit creek.
Back in the early 2010's, when Rolex was still a title sponsor of Formula 1, Bernie Ecclestone completely dismissed social media and specifically the value of bringing in new (young) fans, saying almost verbatim that he doesn't care if they watch F1 because they can't afford a Rolex. He banned social media content being recorded. At the time, Rolex was reportedly paying somewhere between $10m to $50m annually for that sponsorship.
After Bernie sold, the new owner Liberty Media embraced and encouraged social media, launched multiple Netflix shows and a Hollywood movie, and consequently Formula 1's viewership among new fans absolutely exploded. So much so that in the past year, Rolex lost their title sponsorship because they were outbid by Tag Heuer to the tune of $150m.
When it comes to the MoonSwatch, I imagine Omega thinks it will be a pipeline to get new fans into a real Speedy. I think the jury is out on whether that's worked, but I find that a much easier leap than the AP Pop getting new fans into a Royal Oak, somehow.
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CaseStudy
·Delugs already sharing bracelet concepts but china is already working toward designs that are more on the nose for RO. Disposable timepieces are a tragedy.
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Radius321
·Delugs already sharing bracelet concepts but china is already working toward designs that are more on the nose for RO. Disposable timepieces are a tragedy.
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CaseStudy
·They’re selling a 40mm watch head in a pop-in case. They knew it’d get tossed into aftermarket designed bands; maybe expecting that to generate its own segment of enthusiasm. I just don’t think they wanted to sanction an official design (at least yet). Can likely capture more coin if they later chose to drop their own official bracelets.
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DoctorEvil
·The hype is real, at least in Singapore...
Stores there open in about 3 hours.
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redpcar
·AI said it. Not me.
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DoctorEvil
·
1. Those who genuinely love the watch irrespective of hype
2. FOMO
3. Flippers
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dsio
··Ash @ ΩF
This is Melbourne
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Mam
·It’s the same here. I didn’t have any doubt it would be hot as hell, the people not liking it online were never the target market, the Royal Oaks are about to have more demand too.
This is Melbourne
IMHO these are two differents watches targeting two very different market.
Only time will tell if the buyer of this 'thing' will become a potential buyer for the RO.
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YY77
·It’s the same here. I didn’t have any doubt it would be hot as hell, the people not liking it online were never the target market, the Royal Oaks are about to have more demand too.
This is Melbourne
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JimInOz
··Melbourne AustraliaThe flipping season opens.
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Tu13alcane
·This totally passed me knew nothing about it until we tried working in covent garden London night before launch. It was like a refugee camp with tents on the pavement and the line of people waiting for the place too open was incredible
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Gubbo
·This totally passed me knew nothing about it until we tried working in covent garden London night before launch. It was like a refugee camp with tents on the pavement and the line of people waiting for the place too open was incredible
I still don't fully understand who the target audience is. At this point, I think it might be scalpers.
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Tu13alcane
·I still don't fully understand who the target audience is. At this point, I think it might be scalpers.
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Tu13alcane
·Yea similar to the MoonSwatch we won't be approving any listings for them here above MSRP
When the omega/swatch collabariation (hype,) was going on all the scalpers had to do was walk to the watch shops in Hatton garden and they would double their money
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