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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.
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D-Dog
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The original cut-out date window looked very cheap to me and I remember it attracted a lot of criticism when they were unveiled. I think the frame is an improvement but they are still slightly cheap-looking watches when you put them next to the equivalent Rolex (I do still quite like the 38mm black dial one though). But of course the selling point is it’s not a Rolex. That, and the fact that you can buy one.
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What about this ?
Regal
ejay2.0
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.