Let me be clear, I don’t have answers here.
I’m also puzzled and have a few questions myself.
Let’s review things a little.
It is just a simple brand collaboration between Omega and Swatch.
It is not a limited edition.
It is relatively affordable.
No celebrity endorsed it (yet).
There was not outlandish marketing efforts pumping it.
Apparently certain colors leaks under moist conditions.
There is zero benefit of being the first to own it.
Other countries have released it already.
“The collection comprises 11 models at $372 each and offers an entry point into owning an Omega Speedmaster Moonwatch, which has a price tag of at least $9,000.”
But the FOMO generated was insane.
In Singapore, queues formed overnight before the launch and crowds were fighting with the police.
How did Swatch hype the launch to such levels?
How did they position their entry-level watch to be in such high demand?
How did they time the market and create such consumer frenzy?
Was the lack of supply at the launch a planned move?
What do you think?
FOMO was the strongest reason that stood out.
People wanted to show off that they could own such a unique timepiece.
“Watch collectors are much like ‘sneaker heads’ — the style is extremely meaningful. This collaboration was a way to introduce OMEGA to a whole new consumer who may have aspired to own one but didn’t have the resources…yet,” she added.
Perhaps it is true that a whole new generation of horologists could now be the proud owner of a Omega-Swatch hybrid.
Then there is also the possibility of scalpers.
People who prey on new launches, queueing fervently for the watches, only to resell it later at a higher price.
It is generally frowned upon in any industry.
The sooner people realise that it is not a limited edition watch and that supply will catch up with demand eventually, the better it is for everyone.
Whatever Swatch did, it was brilliant.
Marketers could learn a thing or two about how to read the market, generate hype and nurture a new consumer base.
Or they got lucky, somehow.
Sometimes people just need something to go crazy about every once in a while.
Perhaps time will tell.
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