Clear and unique positioning

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Surprise, yes, but what about the unique Swatch design? Does the typical Swatch lifestyle identity still exist? What about the social megatrends of sustainability, the experience economy and authenticity? What about the creative innovative power on which the brand was originally built? The current campaign does not provide an answer to the question of the raison d'être of the Swatch brand.

For the Omega brand and its iconic greece rcs data Speedmaster "Moonwatch" it is simpler. The story is based on the NASA missions that were accompanied by the Omega watches. The first watch on the moon is celebrated in all its facets as the DNA of the model. The product, the communication and also the shop experience consistently follow this DNA. Only very few brands and models are certified by NASA and have actually been in space, which underlines the exclusivity. The design is almost unchanged and the technology modernized, but visually close to the original. In this respect, the MoonSwatch collaboration celebrates important design elements of the Moonwatch in bioceramics, but through the mass it also trivializes the exclusivity that resonates in the brand.

The Swatch is young and loud, fashionable, unconventional, surprising. The MoonSwatch collaboration fits in perfectly with this. At 250 francs and currently limited availability, however, it is moving away somewhat from its original, very democratic positioning.