What is the impact of Swatch X Omega to Rolex?

What is the impact of Swatch X Omega to Rolex?

On of 26 March, it happened in many cities at the same time, the news were flooded with the event of Swatch X Omega launched which had overtaken the war between Russia and Ukraine, until Will Smith slapped face of Chris Rock on Stage.

In Singapore, Hong Kong, Macao, Taiwan, Sydney, and even Switzerland, thousands of people line up at midnight awaiting for door to be open for Swatch X Omega Moonswatch sale. Mad line up at the street of rainy night as early as on 24 March at Causeway Bay, Hong Kong!

The impact is there, and I can say it is a very successful launch of this Watch sales since the 80’s when the Swatch was introduced to the market, but this time the host s not Swatch, it’s Omega.

Omega is second to Rolex in sales in 2020, 2021, well, I can say the strategy is to

Offer these feature to the customers

1.       Affordable casual watch US$265.00 (HK$2,100)

2.       It is supper light <30grams

3.       Colourful

4.       It is quartz driven, water proof and shock resistant

5.       Available without line up at Swatch boutique

 Why there are a lot of people waiting at the store, I think these are they expectations:

1.       Try something new, colourful and affordable

2.       Variety and choice for each day

3.       They can be mix and match with Nato strap as personalized style

4.       The youth may feel this is desirable for them while they are not willing to pay insane price of a Rolex

5.       Some of the younger people is seeking a replacement for a Rolex

6.       The mature age group is also looking for a liberated causal life style for week days

Pros

1.       It is an affordable Omega

2.       Fashionable

3.       Easy and comfortable to wear

4.       Almost maintenance free for three years and change a one dollar battery cell for another three years.

5.       It is accurate

6.       Its user age is from 5 to 99 practically

7.       Low cost of ownership

 Cons

1.           Quartz is not for collector

2.           The dye pigment of the bioceramic case stains on the skin, I have not tested by myself yet.

3.           What else?

The first sales is having about 450 pieces in Hong Kong, meaning that each colour may have about 44 pieces, So far the Sun ( Yellow ) is least found, the Earth and Uranus is more common to be found.

Second market rice is from 5-7 times higher than SRP as of today.

If I were Swatch X Omega

Certain model will be made less and I think this is a must for the Omega marketing decision team, same as the 2020 Snoopy, it was said Unlimited too!

As Majority model can satisfy most of the watch user, and those least available ones will be coming a hot back up for the hype and for flippers.

If I were Swatch X Omega marketing team….

I shall launch one to three models only per month or quarter, hence you need to span the whole year to get in touch buying to complete whole collection of 11 pieces.

And I will make a special “Error” dial or “defect” printing on certain model, that will be create another collectors’ attention.

And next phase for certain discerning collectors, make an automatic version at high cost. Why not?

I know that Rolex is going to receive the impact and Rolex will lose certain market share to Omega in 2022.

HK Snob