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MoonSwatch marketing

N
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The last two MoonSwatch releases were one-day only events exclusively at Swatch Boutiques.

What is the rationale/logic behind this?

For those of us who do not live near or have immediate access to a Boutique, this policy is really insulting.

I have been able to accumulate a nice collection of MoonSwatches (Moon/Mercury/Jupiter/Neptune/Lava/1965), however, missing out on some of these recent releases is disappointing and disconnects my interest/loyalty in these watches.

Anyone else feel this way?
 
N
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This strategy seems to most benefit the flippers...given Swatch's recent struggles, they are really screwing themselves.

It this is how HQ thinks, it is possible I have bought my last Omega...
 
Foo2rama
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N njlam
This strategy seems to most benefit the flippers...given Swatch's recent struggles, they are really screwing themselves.

It this is how HQ thinks, it is possible I have bought my last Omega...

Seems to be working exactly as intended lol.

How are they screwing themeselves?
 
502 to right
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N njlam
This strategy seems to most benefit the flippers...given Swatch's recent struggles, they are really screwing themselves.

It this is how HQ thinks, it is possible I have bought my last Omega...

The policy is asinine, but it's a Swatch novelty piece. I personally would never allow Swatch's policies on a trinket affect my decision making with regard to a real Omega watch.
 
bsowers34
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I myself am done with swatches. There are more real Omega Boutiques than swatch stores, and it's harder to get a real one secondhand than a real Omega. I bought a white moonphase a WEEK after release. It's fake in an authentic box.
 
NotJackson
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Seems like they’re still successfully milking the MoonSwatch thing. One day events create demand among the fans who can’t get to a store but have to have the latest thing. So there’s a vibrant secondary market, plus pent-up demand for a secondary, wider release. And it’s definitely a gold mine for both flippers and fakers.

Overall, I’m sure it’s a successful strategy, though it feels pretty cynical. I doubt that I’ll ever want to buy a MoonSwatch, so I care a little bit about this … but really, not very much.
 
N
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Why sell a limited number of watches for one day, when you can sell an unlimited number of watches over a longer period?

Is hype more important than profitability?

I admit I bought my first MoonSwatch before I bought my first moonwatch. However with a 3861 and 321 now in my collection and a recently purchased Seamaster Diver ND, I don't know if there are any more Omega's on my list.

This asinine behavior by their parent company leaves a really bad taste...poor decisions should never be rewarded.
 
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N njlam
Why sell a limited number of watches for one day, when you can sell an unlimited number of watches over a longer period?

I think they know what is more profitable in the long run.
 
N
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502 to right 502 to right
I think they know what is more profitable in the long run.
Recent Swatch financial results suggest otherwise.
 
Davidt
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N njlam
Why sell a limited number of watches for one day, when you can sell an unlimited number of watches over a longer period?

Is hype more important than profitability?

I admit I bought my first MoonSwatch before I bought my first moonwatch. However with a 3861 and 321 now in my collection and a recently purchased Seamaster Diver ND, I don't know if there are any more Omega's on my list.

This asinine behavior by their parent company leaves a really bad taste...poor decisions should never be rewarded.


Because they’re likely selling more unit per year releasing several hyper limited edition models alongside the standard models and generating hype, than if they just sold all models as standard releases.

I don’t have one and likely never going to get one but I quite like them.
 
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N njlam
Recent Swatch financial results suggest otherwise.
I still think they know what they're doing with regard how to release Swatch novelties. You're entitled to your opinion though.

Ultimately this has zero to do with how I think about Omega.
Edited:
 
Evitzee
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The one day sales keep the mojo hype train moving along. It is what it is. I dabbled in Swatch watches 30 years ago when they were a 'thing', finally learned that they were just plastic watches that had little interest for me. Buying them is relatively cheap but after awhile you realize that you have a bunch of money tied up in quartz, plastic watches that can't be fixed. Collect at your own risk.
Edited:
 
Foo2rama
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N njlam
Why sell a limited number of watches for one day, when you can sell an unlimited number of watches over a longer period?

Is hype more important than profitability?

I admit I bought my first MoonSwatch before I bought my first moonwatch. However with a 3861 and 321 now in my collection and a recently purchased Seamaster Diver ND, I don't know if there are any more Omega's on my list.

This asinine behavior by their parent company leaves a really bad taste...poor decisions should never be rewarded.
I am going to go out on a limb here and say you have never taken a marketing class...

Looks at Rolex's entire marketing plan... come to think about it, PP, AP, Ferrari, Singer, do not get me started in the whisky world... I can keep going...
 
N
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Foo2rama Foo2rama
I am going to go out on a limb here and say you have never taken a marketing class...

Looks at Rolex's entire marketing plan... come to think about it, PP, AP, Ferrari, Singer, do not get me started in the whisky world... I can keep going...
Comparing the marketing of a $300 plastic watch with Rolex/Ferrari/PP/AP/etc products is laughable. Even if their margins are 100% on the MoonSwatch, they have to sell ALOT to make any meaningful $ impact on profit. The MoonSwatch is supposed to be fun/affordable/accessible. Unlike Rolex, the key to profitability on the MoonSwatch is the volume of sales.

Swatch really stepped on their dicks on this one.

While I majored in finance at Wharton, I did take a few marketing classes. Where did you get your MBA? You sound like someone from Harvard.
 
dsio
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It’s something that came from the sneakerhead world and has just been replicated by Swatch for these.

The thing with the MoonSwatch is it wasn’t really made for us, it’s very much a marketing tool designed to capture and funnel young guys who are into stuff like sneakers and Supreme tees and get a watch on their wrist to start them down the path to Omega.

In the same way that the plastic TAG Heuer F1 watches were intended to be an entry level gateway drug type product to bring in young people and sell them something better down the line, so is the MoonSwatch.
 
rebar
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It works, they sell. It's the equivalent of the days of all those limited ED Speedsters, just at a much lower price point and for a different demographic of collector. Or Pokemon cards. Possibly a boon for Swatch right now given their other stuff doesnt sell quite like hotcakes
 
Foo2rama
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N njlam
Comparing the marketing of a $300 plastic watch with Rolex/Ferrari/PP/AP/etc products is laughable. Even if their margins are 100% on the MoonSwatch, they have to sell ALOT to make any meaningful $ impact on profit. The MoonSwatch is supposed to be fun/affordable/accessible. Unlike Rolex, the key to profitability on the MoonSwatch is the volume of sales.

Swatch really stepped on their dicks on this one.

While I majored in finance at Wharton, I did take a few marketing classes. Where did you get your MBA? You sound like someone from Harvard.

So the success of the MoonSwatch and growth of the sub brand which has inspired 2 other entry level watches exactly like it with the 50 Fathoms and the Tag F1 means what they are doing is a total failure. The Sneaker companies who do this exact thing are failures. And yes this is exactly like Rolex and PP etc by creating artificial scarcity. So as all of these businesses and products are doing record business in the marketplace despite a down turn in consumer confidence and spending must mean they are doing things wrong. Is that what they taught you at Warton?

If I’d gone to Harvard trust me I’d have been more braggadocios about it then you about Warton. Although considering the the track record of the most high profile Warton graduate I can think of setting records in number of casino bankruptcies, I’m not sure I’d be advertising that degree currently.

But I’ll start with the first piece of wisdom I’d give new employees, or when I’ve been paid to speak on the subject at conventions around the world. “You are not the typical consumer, never forget that. When you let your own personal thoughts and biases impact the direction of a product or its marketing you will fail. All decisions must be based on factual data. If none exists A/B testing is your friend.” There is more but you get the drift.
 
nicolamilton
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They just want to keep the hype and use people queuing for the media picture.
 
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