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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.
Hefty
NickCJ
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!