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It’s about creating a sense of desirability that, in theory, permeates the whole range. It works. Porsche sell their low-volume cars for 60% less than the resale market shows they could, but the benefit this perceived desirability brings to the brand is vast.
Hefty-
But doesn't that go against where Omega have positioned themselves previously? You've always been able to walk into a jewellers on most high streets and buy an Omega.
Thinking of it how you've described, it does really help Swatch though. A bit like the Rolex-Tudor game, using the big brand to sell the cheaper one. I'd never been in a Swatch store before the MoonSwatch, now I look in the window of one quite regularly so I guess it has worked.
Still, as an accountant I'd much rather see the £££ roll in from almost unlimited MoonSwatch sales than a brand awareness change. This is why I don't work in marketing!
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This is exactly what they're aiming for. To peak interest with low entry and hype around a product and get increased sales on all fronts, plus the original.
Actually popped pass as ironically came up on the train to drop a cake off for the wife's birthday and saw the post. On sale today only, from 6pm, out the back of a mini 😂 Queues around the block as expected. Super underwhelming.
Did take the opportunity to try on the new(ish) Aqua Terra coloured range as they had most colours inside the boutique. Think they've ruined it for me though. They went back on the simplistic date window and have now released it with a polished beveled edge. Think the initial execution was much better and separated the range a bit. Interested to know why they switched it and guess this has contributed to them being a year late.
Lw.
D-Dog
Well that's pretty Meh. Still not sure what the point of constraining the supply is, they're still just selling at retail so hype doesn't help them. Unless they have an interest in the secondary market so are taking a cut from the higher flipped prices later down the line.
"Dream Big. Fly Higher" is a bit LLL too.