GWIS
2659
They may not need to, but the management of AP and Swatch are not idiots so there must be a genuine commercial incentive to do this.
I’m sure I read that the Moonswatches had driven increased sales of the real thing, and no doubt Swatch were able to provide AP with several years worth of data on the sale of Moonswatches and the Swatch Fifty Fathoms, and corresponding sales of Speedmasters and Blancpains.
At the very least, AP will no doubt receive a licence fee (probably linked to the number of watches sold) for their intellectual property used in the Swatch models. Given the cost of AP’s they only need to convert a few Swatches into Royal Oaks to make it a worthwhile endeavour.
Again, it”s not my thing and I certainly won’t be queuing up I for one!
Why would AP do this?
I am scratching my head here...I can understand Omega and Blancpain since they are in the Swatch Group, but AP?
My only note would be that I have tried on a Swatch x Blancpain 50 Fathoms at two different boutiques…
And I just couldn’t do it — not over any principled concern about the Blancpain brand, if you will, but the watch simply was, well, plastic!, and I didn’t like the vibe!
Yeah - I probably wouldn’t do it either. But I do miss the 15202
I just didn’t like the fragile movement ...
I like Swatch but these collaborations are not my thing.
With that said, I can understand AP, Blancpain and Omega wanting to raise brand awareness, particularly with younger people. More power to them. All the best, Jon
In the age of Instagram I highly doubt…
That one needs to sell cheap imitation plastic watches of your most iconic design to bring relevancy to a demographic of which a minuscule % will EVER be able to afford your watches
They may not need to, but the management of AP and Swatch are not idiots so there must be a genuine commercial incentive to do this.
I’m sure I read that the Moonswatches had driven increased sales of the real thing, and no doubt Swatch were able to provide AP with several years worth of data on the sale of Moonswatches and the Swatch Fifty Fathoms, and corresponding sales of Speedmast...
The Exec..
You sound like me, far be it from me to criticise the Exec, instead I’m trying to wrap my head around it. A minuscule tenuous conversion simply cannot be worthy of the dilution. But then, now we have what the actual offering is and it’s even more baffling...
My only note would be that I have tried on a Swatch x Blancpain 50 Fathoms at two different boutiques…
And I just couldn’t do it — not over any principled concern about the Blancpain brand, if you will, but the watch simply was, well, plastic!, and I didn’t like the vibe!