Omega X Swatch Thoughts

A Brilliant Example of Corporate Synergy at its peak or a huge brand positioning mistake? Omega & Swatch has been teasing this project for a little while now, and after its ‘’internet-breaking’’ and literally astonishing response to its release on the 26th of March, I have to say I am still having a set of mixed feelings about this. This begs the question: What is this, and why? These are undeniably visually beautiful watches that offer such an affordable entry point into this world of luxury timepieces. But it is almost unprecedented to see Omega democratize such an iconic timepiece and make it incredibly affordable. Although Omega and Swatch are basically sibling brands, it is still baffling in a way to see the prestige of a Speedmaster on a $370 watch. 
 
On one hand, I see this as a genius move by Omega, increasing outreach by a ‘’semi’’ market entry move. Targeting the younger generation and behaving like a forward-looking brand to introduce them to this world of luxury watches, it is a flawless strategy. In all honesty, watches have transcended the function of time keeping as we have smartphones which are more accurate now. In a way, timepieces as such are almost a tool for storytelling. You have movies from Netflix’s ‘’The Adam Project’’ where 3 of the main characters wear the Speedmaster and this will no doubt spark further interest in teens and young adults. 
& From a marketing standpoint, it is clearly working as this is all anyone in the watch world is talking about for the past month. 
 
On the other hand, as a watch enthusiast and an owner of the Omega Seamaster 300m, the concern is, what is the impact on brand equity? This is going in the complete opposite direction of Rolex in exclusivity. Personally, I think it’s a fun watch, and I would love to add it to my collection. What are your thoughts on this, and would you get one?

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What is that thing!? First time I've seen it... I'm astonished. 

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I was excited about it, but the more I hear about the poor qc, case bonded crystal, easily damaged crystal and plastic(!) strap hardware, I’m becoming more cynical by the minute. 
A great idea, but ultimately poor execution Has precluded my participation.  

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I really wanted it, I couldn't get it, I no longer care and glad I saved the money I would have spent.  Your article was very well done and very accurate.  One of the reasons why I collect Timex is because the watch snobs seemed to look down on it, that made me want it even more, so when I got caught up in the Swatch/Omega madness, I was surprised in myself.  I am new to watch collecting at the ripe young age of 58, but I understand one of my favorites, the Q Timex caused a big internet controversy when it first came out and people were selling them on ebay for triple the amount.  Glad I missed that because it's one of my favorite watches.

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One thing: this is not going to affect brand equity. If anything, the MoonSwatch has increased enthusiasm in the hobby and brought new people in. I never thought I’d see a $260 watch going for over $1K! Anyways, people wanting the real thing will still but the real thing. A great analogy are ca rs like Superformance’ replica of the Shelby Cobra: these cars isn’t hurt the value of real Cobras at all since it’s a completely different market and price point.

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WolfgangGullich

One thing: this is not going to affect brand equity. If anything, the MoonSwatch has increased enthusiasm in the hobby and brought new people in. I never thought I’d see a $260 watch going for over $1K! Anyways, people wanting the real thing will still but the real thing. A great analogy are ca rs like Superformance’ replica of the Shelby Cobra: these cars isn’t hurt the value of real Cobras at all since it’s a completely different market and price point.

While I’m glad I didn’t buy the Moonswatch, this watch switched me onto watches and Omega more specifically as a 16 year old so as a brand awareness exercise it kind of worked. 2 months on and I’m getting my first mechanical watch (Seiko 5) so I can say with some confidence it worked as a marketing stunt if nothing else.

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I posted yesterday about DHgate having all of the colors for sale for under $150.00 Heck you can get 2 metal Pagani Design Speedmaster homages for the price of the Swatch/Omega

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Yes, this worked to get people who weren’t into traditional watches excited about watches, which is a good thing.  The possible downside, other than Omega brand equity, is that thousands of young potential enthusiasts have bought the hype and will discover at some point in the future that with a monoblock case and laser bonded crystal, this is a throw-away item if the crystal gets broken or badly scratched or it stops working for some reason other than a tired battery.  Will that sour them on traditional watches?

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https://www.youtube.com/watch?v=OAXKc-rvMa8&ab_channel=PhilosophyTube

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This ship has sailed.

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Image over substance.

I haven't had the "pleasure" of handling these puppies in person but from everything I've heard they are not "luxury watches" by any means - I mean, come on, they're just colourful plastic.  They look good for a photo to post on instagram I guess, but wearing them would strike me as very unfulfilling.

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Swatch Group smash and grab.

Next…

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I was in for the hype until it turned into a nightmare. Long lines, only sold in swatch stores, not available online. For 250 I can get way better watches on the second hand market. 

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JJMM1983

I was in for the hype until it turned into a nightmare. Long lines, only sold in swatch stores, not available online. For 250 I can get way better watches on the second hand market. 

It took you a few hours of queuing up to work that out? I would have stayed in bed.

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Porthole

It took you a few hours of queuing up to work that out? I would have stayed in bed.

Actually never went to the store. I live in Los Angeles so I would of had to drive to SF early in the morning. Gas and food etc. I would of just settle for another Bulova Lunar Pilot. I'm allergic to lines same reason I never care about theme parks especially Disney.

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The longer  not being able to just purchase one any store or online goes,  the more my interest is dying . Started wanting them all, now I want 3 , next month it will probably be 1-2. At that point I would just rather save for a better watch, like an actual speedy 

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I think this was all Swatch's idea and Omega (being owned by Swatch Group) didn't have a choice.  I like looks and I like the price and I would own one if they made enough.  They claimed they would be available for online purchase which was great.  Now the have reneged and are only releasing them in select stores of which there are none near me.  Something I would expect from Rolex but not Swatch.  I am not going to schlep to a store unless I know that I am guaranteed to get one.   So if I can not reserve a "Mission to the Sun," Swatch, you can shove it up Uranus.  

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’will it affect brand equity…?’

No one knows for sure but judging by past ‘high end’ / ‘affordable’ collaborations (Hermes x Apple, Versace x H&M, Louis Vuitton x Supreme to name but a few), no. Not in the slightest. Possibly only in the minds of people who already own an Omega or Speedmaster. There’s plenty of ’previous’ here to study.

There are queues (every day) before opening. The sales assistants look weary when answering the same question every 5 minutes.  The queues are mainly Flippers but do you think they would be there if there wasn’t demand or sales? Is it a fad or hype? Of course, it is! But name the last watch related hype generated by a Swiss Watch brand that made non-watch people interested like this.  A (relatively) cheap plastic homage watch with poor QC, that nobody asked for, did that - I call that a win for Swatch/Omega (but not for those who WANT one right now)

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The MoonSwatch is in no way an introduction to luxury anything, it's a Swatch... They are known for cheap, colourful, and fun watches, not luxury. 

As for the availability, I expect they aren't online yet/soon because demand is outstripping the production. Why list them online if there is no stock for anybody to buy? When demand slows, or production increases I suspect they will be online as promised. 

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Great concept, horrible execution.  That said, I think it helped boost Omega’s visibility with the general public but tarnished Swatch’s reputation due to the piss poor planning and on-going issues with the launch.

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I think this is a great idea, as a gateway drug into the luxury watch market. However, it only works if people have access to it, and the launch was horrible. It defeated the only reason to make them in the first place.

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I still love them. I am gutted they have pulled them from being online. I think that was a bad move that left a sour taste in people's mouth. But I don't believe they ever expected this demand. 

I do still want one but will wait for the chance. The hype and demand is still high. 

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There is no longer a boutique close to me in SLC -- I'd have to drive 440 miles to Vegas. Plus, they're not for sale on line (other than the scalping buggers). So what did Swatch do for me? Nothing Rolex hasn't done for those who want a Submariner -- place these watches out of the reach of most people (most often the deserving less affluent who may really cherish owning such a watch). Besides, everything I've seen and read about the MoonSwatch decribes a corner-cutting piece of junk (from the integrated scratch-monster crystal, to the awful cardboard and fabric strap, to the off-the-shelf non mecha-quartz movement with a ghost position. No thanks. 

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I like them, but my concern is perhaps the quality of the movement, in the past I had two Swatch chronograph, both failed after a couple years of continue use, not sure if will be the same here.