The branding was already owned by Swatch. I don't know how much in marketing Swatch spent but it was crazy successful. The supply was atrocious and after anouncing that they would be available for online purchase, Swatch renegged and trickled them to the stores creating stupid prices on the secondary market. That lowers the value in my view. Still not worth more than $60.00 to me.
The style and homage is pretty cool but you are paying $260.00 for a $1.98 plastic case and a $1.39 quartz movement. Why should it cost more than any other $60.00 Swatch?
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