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 …”
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