| cooler Artikel zur Moonswatch |  |
[https://www.marketingweek.com/mark-ritson-omega-swatch-moonswatch-co-branding/]
Link aus dem Uhrforum geklaut. Ich klaue auch mal das Fazit:
I suspect Aeschlimann is correct. Aside from the several million euros of revenue generated over the weekend, consider the other benefits bestowed by the new model. Swatch has just generated enormous salience, traffic, editorial and a welcome boost of premiumness thanks to its proximity to Omega. Swatch makes incredibly good-value, long-lasting, fun watches and not enough people know that. A few more people out on the street or reading the paper or this article are now aware of it.
Meanwhile, Omega has successfully reminded everyone about the Speedmaster and its link to the stars and those amazing events of many years ago. Too many black-and-white photos of dead astronauts and ancient spaceships can make your brand incredibly dusty. The coverage this weekend was in colour and of the moment.
If you are an economist you are now going to draw a chart showing the likely cannibalisation of Speedmasters at £3,000 by Moonswatches at £200. But that would just prove how little you actually know about brands or consumers. There is a segment of the watch market that seek the authentic, ultimate, best. If that means a Swatch for now, so be it. But those that can afford the real Speedmaster will surely consider that watch over its bargain Swatch alternative.
The big challenge for Omega is not consumers trading down from a Speedmaster to a cheap Moonswatch, it is the ignorance and ambivalence towards a Speedmaster of those looking for a luxury watch. Keeping it alive, exciting and in the cultural consciousness is an important objective. Seeing the masses lined up to fail to buy a cheap replica of a Speedmaster cannot be a negative brand experience.
If you were one of the 20-somethings who lined up on Saturday, you probably learned about the Speedmaster for the first time. In a decade or two, those memories will still be there, along with a bigger income and motivation to own the original of the copy you failed to buy on a half-forgotten Saturday all those years ago.
Ich sehe zwar schon noch die Gefahr das der Hype in sich zusammenbricht wenn mehr Leute von der Qualität enttäuscht sind (ich würde für 250€ z.B. deutlich mehr erwarten), aber ich denke der Popularitätsboost für die beiden Marken ist unbezahlbar.
btw: die einzige Antwort auf das affige Gehabe das am Anfang beschrieben wird ist imo mit ner 20€ Casio dort aufzutauchen. ;)