- Posts
- 1,028
- Likes
- 4,277
Swatch — omega “Mission to Mars” [VIDEO] HANDS-ON
- Posts
- 34
- Likes
- 22
alexxs
·
Remains to be seen. The swatch group dropped their profits by 50% over the last 10 years with a basically flat revenue line (suggesting they sold fewer high margin luxury watches). At the same time rolex grew their sales continuously. I'm just talking from a business stand point.
- Posts
- 34
- Likes
- 22
alexxs
·Not to say it will work (remains to be seen), but instead only to reframe what “gateway” can mean in this context: people (whether 40 or 20, but especially 20) are increasingly fed-up with the self-serious, gate-keepy, artificial-unobtainium vibes of luxury wristwatches.
Rolex cartoon says: “even if you have money for one of our watches, you’ll never own one or anything with our branding on it.” This buyer says “I love that, keep the rabble out at all costs!”
Omega cartoon says: “sure we make high-end watches indistinguishable in quality from Rolex (and really one day you should try one of ours, you deserve it), but we are here for the joy of watch-wearing and everyone can have something with our brand on it (by the way, did you know Omega basically owns outer-space? Let me tell you more about that….)” This buyer says, “you know, Omega’s not so stuck-up all the time, and did you know about Omega owning outer-space, one day maybe I’ll …”
In 2022 it is a hell of a job to convey such a message. I find it very unlikely that the person who can afford an omega today would only find out about the brand by walking into a swatch shop.
If it's about the young people, then, as I said, I don't see how putting a plastic version of the watch their dad or grandad wears will make it attractive if they didn't already know about the speedmaster's history.
- Posts
- 553
- Likes
- 2,760
Omega D
·A alexxsI don't like it, they went lazy and just made the speedmaster with cheap materials. A tribute piece from swatch with a space theme and elements of the speedmaster would've worked better imo.
But what I don't understand is how the gateway drug thing will work. So the 18 year old that doesn't know anything about watches randomly walks into a swatch boutique at some point and what? Buys an expensive swatch that looks like the one his dad or his grandad wear? And, even if he gets this far, how will owning that make him want to spend 20x more for the real thing. It's not like he'll go home and furiously start reading the tens of articles on the moon landing because he bought a swatch.
It's another brain dead business move from the people that have no other marketing ideas other than making speedmaster LEs and Bond watches.
- Posts
- 120
- Likes
- 78
alakapla1
·A alexxsI don't like it, they went lazy and just made the speedmaster with cheap materials. A tribute piece from swatch with a space theme and elements of the speedmaster would've worked better imo.
But what I don't understand is how the gateway drug thing will work. So the 18 year old that doesn't know anything about watches randomly walks into a swatch boutique at some point and what? Buys an expensive swatch that looks like the one his dad or his grandad wear? And, even if he gets this far, how will owning that make him want to spend 20x more for the real thing. It's not like he'll go home and furiously start reading the tens of articles on the moon landing because he bought a swatch.
It's another brain dead business move from the people that have no other marketing ideas other than making speedmaster LEs and Bond watches.
They'll buy it because it has a moonwatch "connection" with time they buy the real thing when finances allows.
It's like the old candy cigarettes actually encouraged people to become smokers.
- Posts
- 202
- Likes
- 148
Jayrock26v2
·
Why am i not surprised… theres no reasonable excuse to charge or pay that much for that watch. Thats why im selling all my watches im done buying people are just abusing it at this point
- Posts
- 444
- Likes
- 1,282
Ree
·Isn't the SMART car a branding collaboration hybrid with Swatch & Mercedes...doesn't stop those who can afford it from buying a Merc.
And I'm not saying it'll stop people from buying Omega either. It's just not the best move in coherent brand building. Small things like these is why Ferrari is Ferrari, and Rolex is Rolex. My background is in marketing, so maybe I'm too specific, but it just cringes me to have a collab like this.
Well if Omega wants to be Omega that plasters its logo everywhere then so be it, I won't be against it.
- Posts
- 2,738
- Likes
- 4,328
lillatroll
·I like it and I went to see if the Swatch shop were going to get them. The sales woman tried to send me to the Omega shop. She kept repeating it was a Swatch shop not Omega shop. In the end I showed her the Swatch web site and she was just about convinced.
After all that she did not think they would have any and she would not order me one. Will probably be able to pick them up everywhere or online in a few months. And if not, the next big thing will be coming soon to a Watch forum near you.
After all that she did not think they would have any and she would not order me one. Will probably be able to pick them up everywhere or online in a few months. And if not, the next big thing will be coming soon to a Watch forum near you.
- Posts
- 553
- Likes
- 2,760
- Posts
- 34
- Likes
- 22
alexxs
·It's a genius move.
They'll buy it because it has a moonwatch "connection" with time they buy the real thing when finances allows.
It's like the old candy cigarettes actually encouraged people to become smokers.
I'm not convinced tbh. It's so far from the actual thing that I don't think (and hope) that it will scratch anyone's itch for a real Speedmaster. I'm trying to think who's the target audience. By putting 2 and 2 together it's the people who already are familiar with the Omega brand, the Speedmaster, its heritage, but simply can't afford it. How big is this group? Is it big enough to make a dent in Swatch's sales? I don't think so.
Now I was in the "I don't want to spend Speedmaster money" category a few years back. So I bought a Seamaster. Would I have spent 250$ on a toy as a stop-gap until I could get the real thing? Absolutely not. So I continued to invest, increased my income and got an 1863 last year.
I stand by my opinion that it's a way to boost Swatch sales with a much higher margin watch (let's be honest, they could never charge 250$ for a Swatch with those materials otherwise) while at the same time hoping the Omega fans don't care or, better yet, embrace the move and add to the sales numbers. I think it might work for the Swatch brand and it will definitely hurt the Omega brand (if they make this a production model)
- Posts
- 120
- Likes
- 78
alakapla1
·A alexxsI'm not convinced tbh. It's so far from the actual thing that I don't think (and hope) that it will scratch anyone's itch for a real Speedmaster. I'm trying to think who's the target audience. By putting 2 and 2 together it's the people who already are familiar with the Omega brand, the Speedmaster, its heritage, but simply can't afford it. How big is this group? Is it big enough to make a dent in Swatch's sales? I don't think so.
Now I was in the "I don't want to spend Speedmaster money" category a few years back. So I bought a Seamaster. Would I have spent 250$ on a toy as a stop-gap until I could get the real thing? Absolutely not. So I continued to invest, increased my income and got an 1863 last year.
I stand by my opinion that it's a way to boost Swatch sales with a much higher margin watch (let's be honest, they could never charge 250$ for a Swatch with those materials otherwise) while at the same time hoping the Omega fans don't care or, better yet, embrace the move and add to the sales numbers. I think it might work for the Swatch brand and it will definitely hurt the Omega brand (if they make this a production model)
- Posts
- 3,771
- Likes
- 8,552
blubarb
··I might rise, but I refuse to shine.A alexxsI...
I stand by my opinion that it's a way to boost Swatch sales with a much higher margin watch (let's be honest, they could never charge 250$ for a Swatch with those materials otherwise) while at the same time hoping the Omega fans don't care or, better yet, embrace the move and add to the sales numbers. I think it might work for the Swatch brand and it will definitely hurt the Omega brand (if they make this a production model)
Yep. Your last para sums it up nicely for me. 👍
- Posts
- 3,771
- Likes
- 8,552
blubarb
··I might rise, but I refuse to shine.I think in marketing brand recognition is key. Hence Rolexes success, as everyone who doesn't know watches knows a rolex. I think this will introduce more people to the Omega brand which will increase their customer base in the future
Edited:
- Posts
- 430
- Likes
- 398
ama98
·Looks cool. On pictures. Too bad that no store near me who carry them.
- Posts
- 120
- Likes
- 78
- Posts
- 3,625
- Likes
- 6,102
Vercingetorix
··Spam RiskDoes it say Mercedes Benz on the bonnet logo and rear? No. They made a new brand altogether: smart.
And I'm not saying it'll stop people from buying Omega either. It's just not the best move in coherent brand building. Small things like these is why Ferrari is Ferrari, and Rolex is Rolex. My background is in marketing, so maybe I'm too specific, but it just cringes me to have a collab like this.
Well if Omega wants to be Omega that plasters its logo everywhere then so be it, I won't be against it.
- Posts
- 120
- Likes
- 78
alakapla1
·The question that is being begged here is just what is the % of recognition in a given population of Omega? Surely it is second only to Rolex in brand recognition? If it's just about increasing brand recognition then PP could give it a try - but don't hold your breath in this lifetime.
- Posts
- 34
- Likes
- 22
alexxs
·
I don't think it's a valid comparison. Ferrari aren't selling a 20x cheaper car that looks almost the same as the real thing, but with worse materials. Also I think there's little overlap between Ferrari owners and people buying their cheap volume merchandise.
Should I mention the plastic Speedmaster will probably keep better time than the real thing?
- Posts
- 3,771
- Likes
- 8,552
blubarb
··I might rise, but I refuse to shine.A alexxsI don't think it's a valid comparison. Ferrari aren't selling a 20x cheaper car that looks almost the same as the real thing, but with worse materials. Also I think there's little overlap between Ferrari owners and people buying their cheap volume merchandise.
Should I mention the plastic Speedmaster will probably keep better time than the real thing?
Already the mindset is in place: "the plastic Speedmaster will probably keep better time than the real thing" That's it isn't it. It is not and never will be the "real thing" without getting into semantics. just a novelty imho and I might buy one or more just for the novelty value, but wear it as a daily - not ever likely.
btw my 145.022-69 after service from Lewiswatch is plus +1/2 secs a day - I wonder if the Bioceramic (a lightweight sustainable material which mixes ceramic and bioplastic is derived from castor oil." will have broken down in another 50 years when mine will still be happily ticking away albeit +/- 5secs 😁
- Posts
- 444
- Likes
- 1,282
Ree
·
I think that's licensing/merchandising. A car brand on a merchandise. Not brilliant, but easier to overlook.
For the Fiat Ferrari Tributo case it was car on car. Ferrari took different approach.
For the Fiat Ferrari Tributo case it was car on car. Ferrari took different approach.
Similar threads
- Posts
- 10
- Views
- 5K
