What’s happening on March 26th then?

gpssti4 · Mar 28, 2022

Dan S
So, I don't know if this is correct, but google says there are something like 3,400 Swatch stores world-wide. If they averaged 150 pieces each, then Swatch sales yesterday were about $128M. Again, google seems to suggest that their typical annual sales have generally been in the $400M range in recent years (just talking about the Swatch brand itself). So nearly 1/3 of last years sales in one day. Are my numbers right? Granted, this is a very small fraction of SwatchGroup's revenue.

i believe that only a few select stores had them for the release.

texasmade · Mar 28, 2022

Dan S
So, I don't know if this is correct, but google says there are something like 3,400 Swatch stores world-wide. If they averaged 150 pieces each, then Swatch sales yesterday were about $128M. Again, google seems to suggest that their typical annual sales have generally been in the $400M range in recent years (just talking about the Swatch brand itself). So nearly 1/3 of last years sales in one day. Are my numbers right? Granted, this is a very small fraction of SwatchGroup's revenue.

Not every Swatch store received 150 pieces. In the US, only 7 cities received the MoonSwatch.

Dan S · Mar 28, 2022

gpssti4
i believe that only a few select stores had them for the release.

texasmade
Not every Swatch store received 150 pieces. In the US, only 7 cities received the MoonSwatch.

OK, I get it now. If they don't roll it out online, at least maybe they can ship inventory to all the stores as a next step. Although honestly, I suspect that the store employees would be happier if they just did it online.

marcn · Mar 28, 2022

Dan S
So nearly 1/3 of last years sales in one day. Are my numbers right?

This is catnip for @cvalue13

ekallus · Mar 28, 2022

Dan S
So, I don't know if this is correct, but google says there are something like 3,400 Swatch stores world-wide. If they averaged 150 pieces each, then Swatch sales yesterday were about $128M. Again, google seems to suggest that their typical annual sales have generally been in the $400M range in recent years (just talking about the Swatch brand itself). So nearly 1/3 of last years sales in one day. Are my numbers right? Granted, this is a very small fraction of SwatchGroup's revenue.

Only a small selection of Swatch stores were allowed to sell them

cvalue13 · Mar 28, 2022

marcn
This is catnip for @cvalue13

cvalue13 · Mar 28, 2022

Dan S
If they don't roll it out online, at least maybe they can ship inventory to all the stores as a next step.

great point and seems the most optimistic way to view swatch’s more recent phraseology (noticeably emphasizing stores and saying nothing about online)

Dan S
Although honestly, I suspect that the store employees would be happier if they just did it online.

on one hand, you’d think the D2C online sale would be most efficient/profitable; on the other hand, maybe Swatch is hesitant to have a bot-ruled online release?

not sure what to make of (someone’s) suggestion that they’ll be available online only outside the US 🙁

joeshoup · Mar 28, 2022

texasmade
Not every Swatch store received 150 pieces. In the US, only 7 cities received the MoonSwatch.

Here is the list, I count 77 stores: https://www.swatch.com/en-us/stores-bioceramic-moonswatch.html

scapa · Mar 28, 2022

joeshoup
Really should be the "Seaswatcher", to be followed by the "Swatcha Terra" "Swatch Ville", and the "Globeswatcher"

Let us not forget the SwatchStellation and TrèsWatch.

I also look forward to my No Time to Swatch, should it ever arrive with my increasingly hard-to-reach AD....

studeb · Mar 28, 2022

Dan S
So, I don't know if this is correct, but google says there are something like 3,400 Swatch stores world-wide. If they averaged 150 pieces each, then Swatch sales yesterday were about $128M. Again, google seems to suggest that their typical annual sales have generally been in the $400M range in recent years (just talking about the Swatch brand itself). So nearly 1/3 of last years sales in one day. Are my numbers right? Granted, this is a very small fraction of SwatchGroup's revenue.

Not quite correct, only some stores had them available. Only about eight in the US, I think three in the UK, only one (or two?) in AUS

And I think quite a few stores have closed in the last two years.

joeshoup · Mar 28, 2022

joeshoup
Here is the list, I count 77 stores: https://www.swatch.com/en-us/stores-bioceramic-moonswatch.html

BTW this implies perhaps US$3m in gross sales (150 watches x 77 stores x US$260 = $3,003,000). That is probably the right order of magnitude anyway. A lot for one day via the retail store channel, and given the demand it seems they will sell at least 10x as many.

Taddyangle · Mar 28, 2022

joeshoup
BTW this implies perhaps US$3m in gross sales (150 watches x 77 stores x US$260 = $3,003,000). That is probably the right order of magnitude anyway. A lot for one day via the retail store channel, and given the demand it seems they will sell at least 10x as many.

The CK2998 was $6500, the made 2998, sold out same year. $19.5m. That is the equivalent of 74,000 moonSwatch watches.

savka · Mar 28, 2022

Taddyangle
The CK2998 was $6500, the made 2998, sold out same year. $19.5m. That is the equivalent of 74,000 moonSwatch watches.

Now, how do we quantify the impact of the global hype and mainstream publicity this collaboration has generated over the course of a few days, not only this year but thinking downstream to future years as some of those who have been newly introduced to watches are converted into consumers and maybe even enthusiasts?

JwRosenthal · Mar 28, 2022

Taddyangle
The CK2998 was $6500, the made 2998, sold out same year. $19.5m. That is the equivalent of 74,000 moonSwatch watches.

I think swatch could sell 74k in a month if they open the flood gates worldwide. This has the potential to bring smiles and fondness for the brand (both swatch and Omega) to far more people than another LE for a bunch of a crusty old watch collectors,

studeb · Mar 28, 2022

Taddyangle
The CK2998 was $6500, the made 2998, sold out same year. $19.5m. That is the equivalent of 74,000 moonSwatch watches.

so far they have sold ~ 12000 watches (some stores report having 200 watches to sell. Each of those was to one person. Now there were a lot of flippers out there, but I bet there were a lot of people who were not and will be back, in store or online, to buy another one or ten. I think they will crush the 2998 gross numbers.

And I also bet that more people on the street are interested in the MonnSwatch today than were interested in a 2998……

cvalue13 · Mar 28, 2022

Taddyangle
The CK2998 was $6500, the made 2998, sold out same year. $19.5m. That is the equivalent of 74,000 moonSwatch watches.

In a way, your observation here is a good and indirect indication of the real value of these watches to Swatch Group: it’s not just and maybe only incidentally in how many units they sell, but instead and most importantly in how many “free” CPM’s they generate (cost per thousand impressions) online, in press, etc. (For 2021, the average social media advertising CPM for Facebook and Instagram is almost $9 while the average CPM for LinkedIn and Twitter is about $6.50).

If you watched the Oscars last night, Rolex had a rather prominent “documentary” style advertisement, in special collaboration with the Oscars, maybe 60 second long. Looks like a standard 30-second ad during the Oscars reportedly went for somewhere between $1.7 million and $2.2 million. So Rolex’s special showcase to a non-targeted audience, was maybe $5-10MM, maybe more (and before production costs)?

Swatch Group, rather than pay $2M for a single Oscars 30 second (and non-targeted) ad, may instead get paid at least $3-5M (gross revenue) for the advertising equivalent of… how many Rolex docu-ads do we think it’s amounted to in just the past 5 days? 10? 100? 1000? 10,000?

I have no idea about advertising other than the novice google-able info above, but the principle seems pretty obvious.

dsio · Mar 28, 2022

Omega’s search traffic is still trending many times higher than normal and more than double Rolex’s 5 days later, normal product releases never have this much impact.

Travelller · Mar 28, 2022

64 pages of posts... 😲

Don't get me wrong, a great move on Swatch-Group's part and yeah, I'll eventually grab one for the fun of it, but the idea of camping out and/or stampeding towards a Swatch Boutique for one...

While the masses were queuing for their #MoonSwatch... 🤦
... I used the time to clean my #MoonWatch... 😁

pdxleaf · Mar 28, 2022

dsio
Omega’s search traffic is still trending many times higher than normal and more than double Rolex’s 5 days later, normal product releases never have this much impact.

But what about the OF?!! How're we doing? Surely OF hits are up?

If we hit 1 million members can we finally get that LE OF watch? Make it a Swatch x OF and we'll clean up. Only available on the forum after you have 200 posts.

cvalue13 · Mar 28, 2022

dsio
Omega’s search traffic is still trending many times higher than normal and more than double Rolex’s 5 days later, normal product releases never have this much impact.

dsio
earth especially.

I’m finding it pretty interesting that the earth model is trading as low as the pink model, sort of neck-and-neck as least desirable

meanwhile loosing faith in humanity that the blue/Tiffany is indeed trading the highest by an order of magnitude

What’s happening on March 26th then?

gpssti4

texasmade

Dan S

marcn

ekallus

cvalue13

cvalue13

joeshoup

scapa

studeb

joeshoup

Taddyangle

savka

JwRosenthal

studeb

cvalue13

dsio

Travelller

pdxleaf

cvalue13

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Omega smartening up on March 26th?