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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!
Lw.-
It's the same strategy that fashion house use when they do collaborations with high street retailers like H & M. Guy in the boutique said it's highly likely they will collaborate with one of the other brands within the Swatch group in the near future.
Bring on the plastic Tissot, Longines etc.
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Still, as an accountant I'd much rather see the £££ roll in from almost unlimited MoonSwatch sales than a brand awareness change.
This only works short term. When a brand / product becomes too common it loses its appeal as a posh and desirable thing. Lots of firms surrender to this, become super desirable for 5 minutes and grab the quick profit but it fails long term.
North Face sell a lot of jackets now, but they won’t next year.
D-Dog
Hefty
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.