Sofa analytics №271. How a $250 Swatch boosted Omega watch sales

Hello.

I came across a very interesting interview with the head of the Swatch Group, Nick Hayek, in which he describes the successful sales of the new Swatch model – MoonSwatch. For the Swatch line, this is an expensive model, its retail price is $ 250 in America and approximately comparable amounts in other countries. Let me remind you that most of the sales are for models costing regarding $50, although the average price has been steadily growing in recent years.

The Swatch Group includes several watch brands, including Omega, watches of this brand cost significantly more than those of Swatch, the difference is at least an order of magnitude, or even two. One of the iconic models is the Speedmaster Moonwatch Professional, the first watch to walk on the moon. The cost of such watches is regarding 7,000 dollars. And they are well, confidently sold for several decades, interest in them either rises or falls, but average sales remain unchanged.

There are a lot of changes within the Swatch Group, and one of them is the Swatch collaboration with Omega, when inexpensive watches received design elements from a luxury model. And note that the name of a stronger brand, Omega x Swatch, comes first. A collection of watches associated with different planets was created, this is not only the Moon. See what they look like.

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