Community verdict in brief: The community debates the AP x Swatch collaboration, with some seeing it as a marketing tool for AP to reach younger demographics, while others question its necessity for the luxury brand. — full Key Points below.

One of the things I like to do when I can't figure things out is throw out everything and start over.

What do we know?

We have some "givens":

- APs new CEO is not a watch industry insider

- Swatch is a conglomerate that knows how to make money

I'll tack on some US perspective based on non-watch "environmentals".

- I live in the DC metro area

- Mass layoffs, DOGE + tech downsizing (and no, not all AI related)

- lots of "early retirements" (including yours truly)

- trend towards increasing college debt, even for people with "good" college majors

The typical young engineer I encountered at work, if they had something on their wrist it was an Apple Watch or Android equivalent, or a Garmin at best. The vast majority were more worried about college loans or figuring out how to add a gym membership to their monthly budget.

If they had disposable income, the younger generation is thinking more in terms of "experience" vs. "goods".

Watches, as a whole, simply do not have mindshare. Swatch, and AP by extension, aren't doing this for "us", and we don't even factor into the equation. Either we've bought already, or already can't afford to buy. This is a long term play to capture that mindshare to prevent the next crisis of the 2030s/2040s when the current generation(s) are no longer purchasing.

Heavily US centric, I know, but after having some discussions with younger and impacted engineers lately, some of their random thoughts and concerns about life issues are echoing in my mind.

Key Points from the Discussion (WatchProSite editorial summary of community replies)

• Watches, as a whole, lack mindshare among young engineers burdened by debt, who often prefer experiences over goods and opt for smartwatches or Garmins. — aelred

• AP already has strong mindshare among young people, is a profitable company, and the collaboration might offer a 'taste of AP ownership' to grow brand presence. — oyster case

• The collaboration is viewed as a 'cheap top-of-funnel marketing tool' to drive brand awareness and make money without impairing brand value. — m2

• The partnership will be 'massive for AP' but has nothing to do with watches, AP's history, or forum members. — MichaelC

• Brands should offer more options and accessories, as 'kids today love accessorizing.' — enjoythemusic

• Gen Z's average watch purchase price is about $11,000, higher than millennials and baby boomers, due to social media education and influence driving desire for high-end pieces. — Vetnov

• The collaboration is seen as 'just brand participation for AP' and cheap advertising, with Swatch being likened to a 'Pez dispenser' rather than a watch. — EinPA