For how long can they keep doing this?: Swatch X Blancpain 

First hand example here. I'm a software developer in a decently big office. Recently 2 guys got into the moonswatch hype on tiktok. None of them wore a watch before that. And now they are turning into watch guys. Before this, if any of them bought a high end watch for prestige reasons, it would have been a Rolex cuz they didnt know anyout any other brand. Now both of them plan to buy an Omega in the next year. And this is happening in a poor eastern European country, where having a 6k $ watch puts you in top 0.5% of the country. Point being thiese colabs are way stronger than people give them credit for in increading brand awareness and creating future customers

Love how you answer to the question whether you would buy one or not. Love it.

I actually think that - for the average non-collector consumer - these collabs don't devalue the brands, it actually elevates them by making them a bit more recognizable to the average person. Right now on WatchCrunch, there's a thread talking about getting your watch noticed by others. Most of the posters have indicated that it's a generally rare event. But for the person wearing a Swatch 51-Fathoms or (how in the world didn't they name it that, i couldn't imagine), I bet they'd be beyond excited to see the real thing. That's brand recognition on another level conpared ro what they might enjoy now, where the average person jas likely never even heard of them before this

Agree. Can't see Omega or Blancpain being harmed by this. If I had a 20K Blancpain, I'd just shrug my shoulders. Great in-depth analysis.

Can't wait for the Breguet collab 🙏😂

I’m a simple guy but my take is even Swatch is telling Blancpain a 45mm FF is too big 😎! Always a great video Mike👍. Best regards

I have a Moonswatch, I waited for the hype to calm down to get it, and I was lucky to bought it in the Zurich airport while waiting for my connection flight. I was thinking to get also the 50 Fathoms but I don't want to stay in the line and I think it's too expensive. That said, when I learned about the 50 Fathoms I immediately start to think which is the next one? I thought, it should be "the first watch to..." (something special). Looking at the Swatch group I think it should be a Longines, and looking at its heritage one that could fit the strategy could be the Ultra-Quartz. First quartz wristwatch, with internally development movement... ...and they could potentially launch both together: the Swatch (100$) and the Longines (1.000$) tribute to the Ultra Quartz.

Have you ever considered that when sales of the brand being homaged by Swatch increase other brands outside of the Swatch group may be open to a collaboration?

Great video. I am really not the person this "popcorn" product is marketed towards. Don't listen too much to Nico - he is only after eyeballs. I share your thoughts. Swatch is joining the "subscription gravy train" by doing this for revenue and is doing it in a calculated way.

Very insightful commentary and one of the most, if not the ( wish I knew how to italicise text here ) most mature watch enthusiast sites. Swatch is for people who think "who needs a watch anyway?". It's a cheap low commitment disposable accessory. Very good point about the eco disingenuousness. There's a lot of that about. Again, maybe the type who buys a Swatch doesn't care about, or even consider, that aspect. And if you want to convince yourself that you have a Bancpain on your wrist then my advice is to avoid meeting the real thing because you will want to throw the Swatch into the nearest bin. Do I, as an owner of an Ed White, fell violated by the Swatch Speedies? Ha, puhleese!

Blancpain is relatively unknown to most casual people.They can keep this up for long time so as long there are market for both Omega and Blancpain which they own.If they do the 007 Spectre Omega 300 you would be watching news of people stabbing each other for the watch.They need to do this as the 90s moved on and Swatch retail shops are mostly empty if not for this.

Seiko has been the only brand making iconic watches lately along with Tudor’s all star Bb58.

I think, in general, these two recent colabs have/will help the watch industry at large. Its trying to get people (larger chunk of the population) looking back into ‘watches’ with the hype and news. Since mid-2000’s with the increase of mobile phones a large number of population had stopped wearing watches in general; watches just faded out into the background. These colabs and hype will slowing try and draw people back into wrist watches, the price of the watch they choose to wear is irrelevant; it will help the watch industry at large. Most of us watching this video, at some point did stop wearing a wrist watch for maybe even a few years/months. A larger population not watching this, still doesn’t wear a wrist watch. On a different note, I think Swatch x Panerai would have knocked it out of the park. I know, I know, they are not in the same brand - just saying !

Great analysis. Swatch has become a one-hit wonder. The collaborations may provide a short-term windfall, but have you noticed Swatch boutiques are completely empty? There are only customers in the store when there’s MoonSwatches available but for the rest of the time no one is in the stores looking or buying the other Swatch models. The MoonSwatch by default has cannibalised the rest of the Swatch models and over the long term Swatch sales and reputation will suffer unless, like you say, Swatch can continue to reinvent the wheel with the collabs. It’s gotten so ridiculous with the MoonSwatch that the security guards at the door make customers wait outside even if you want to buy another Swatch other than a MoonSwatch. This is because Swatch is just focusing on selling the MoonSwatch (and now the Blancpain) and it’s neglecting its other models. It’s very short sighted.

I think the next collaboration will be something more left field. Rado would be an interesting choice, particularly given its focus on ceramics.

I think the success of the Moonswatch caught everyone unawares, including Swatch group. That's why they ran out of stock so quickly. With this Blancpain collab, they're trying to capture the same lightning in a bottle. I'm not so sure they can replicate the same viral response. These things pop up unexpectedly and usually don't happen when they're carefully planned. The Moonswatch was Swatch group's Pokemon Go moment.

Another great vid. For the last 9 months I've been thinking of getting a Bathyscaphe. Doubt I'll go for it now, it definitely feels cheapened to me. Kind of puts me off any Swatch Group brands.

In truth, it’s more shotgun wedding than ‘colab’. The Group motivation is to make the Swatch brand relevant again and get footfall in those expensive deserted Swatch outlets (as you said). The brands are all in the same Group after all, so really it’s a legal homage! I think Swatch Group *does* benefit from scalpers because they feed the hype Swatch needs. Has Omega *really* sold loads more Speedies? Where is the actual hard evidence (rather than hearsay and assumption)? Blancpain must benefit at least a bit from increased brand awareness, but the price gap across which the brand is now required to stretch is a stretch too far. So, I think you’re right about Swatch Group treating Blancpain as a popcorn brand, a brand it’s left sitting in the corner in the three decades since it bought it back. The tactics to support the Swatch brand are clear. The strategy for Blancpain stretching into the future is decidedly absent. Thanks for a thought-provoking upload 👍

I love the analogy 👏👏👏👏👏

I don’t think that there will be yet another Swatch collaboration. The Moonwatch and the first diver watch. That‘s it. Swatch won’t overplay this, they are not dumb.

More excellent observations. Swatch this space.

Very good analysis of this mostly misunderstood release. I almost entirely agree, except I think in your analysis of Blancpain's gain. Blancpain will gain a few sales directly from increased awareness and for them, a few sales is quite a lot, %age wise - I'd guess more Submariners are made a year than the sum of all modern FFs ever made. So for them, an uptick of a hundred extra watches in a month is huge (and useful to sell inventory ahead of a possible new release). And then it's all about broader awareness and the chance to tell their story. The GQ articles, the newspaper columns, the Esquire articles, maybe a Vogue placement in the run to Christmas... For them, improved awareness is everything. I know first hand that their marketing team is very concerned about Blancpain seeming out of date, unapproachable, difficult, serious (all good things in my eyes, ha ha!). All wood panel Boutiques and old blokes with eyeglasses (as it should be, heh heh). I pointed out this is authenticity... But these Swatches will help cut through that and inform a generation and a demographic (for whom it is important) that this is a brand that does not take itself too seriously. The thought. As for the Group and 'popcorn releases' (good term)... I certainly see this with Omega and frequently rant on about it - a brand becoming consumed by gimmicky, short-termism. But I don't see evidence of it at Blancpain (or Breguet). In fact, a criticism of those brands is that they don't release enough. So I think they are being left alone, but they need to show willing and allowing these sorts of collabs may help keep the corporate dogs at bay. I think Swatch will continue with the collabs and guess Breguet is on the cards, for the same reason as Blancpain. But all fascinating stuff and I certainly welcome your intelligent insight into these issues (sorely lacking in the watch community). Not sure if I'll buy one. I'm a huge Blancpain fan and FF owner, so probably will at some point. They certainly don't devalue the brand in my eyes and your H&M analogy is spot on. I never bought a MoonSwatch to complement my Speedies, but might if I ever encounter one. But they certainly never impacted my enthusiasm for the original.

Genius way for Swatch group to bring awareness to their brands and their own existence. Everyone knows Rolex and G shocks, how many people know Omega or Blancpain, especially on the younger side? I think Omega is smartly trying too use virality in media and Instagram to bring more young people into watches. And at the end of the day , exclusivity doesn’t mean that watches have to be Rolex priced to get people excited.

Hot take: Swatch saved the Swiss watch industry in the 80's, now Swatch expects to be saved in return. But while Swatch succeeded by being affordable fun, serious horology can't, not even Tissot (the lowest end of Swiss watches). I hope they do get some sense. Swatch have a nice design language that does translate well into metal and leather.

Great discussion ! I am self reflecting my emotions as I spotted the yellow case box on the store three days ago, the name and the subsequent larger leaks. Value is a bifurcated view at this price .. either it is junk and unacceptable to many but to others it’s a fun spike. There is a subtle reawareness of the 50 fathom which emerge on off on my wishlist . And here is comes again .. marketing at its best

Very good analysis Mike! I particularly like the parallels drawn to other industries rather than going down the rabbit hole like so many others. After all this is just another business. As a FF owner this leaves me completely cold. This is a completely different product for a different target group by a different company (Swatch). Blancpain just provides co-branding and design. If in doubt this will partially offset Blancpain’s underwhelming marketing and raise brand visibility.

I have the speedmaster professional, and I went and bought the moonswatch purely out of curiosity. It’s a terrible watch. Gave it to my son. He now however,has taken an interest in my speedy. So I’m pleased he’s taken an interest in watches. Furthermore, I would never have bought a swatch under any other circumstances. But, long term future of swatch, who knows, feels very popcorn. Kids nowadays want an Apple Watch. Maybe a cheap google based colourful swatch is the future?

Great video and analysis! Swatch pretty much only has the Seamaster left as a viable candidate. I believe we need to look outside of Swatch Group for future collabs as well. Hayek has stated that non-Swatch brands approached him after the success of the Moonswatch. Which non-Swatch watches might lend themselves to a fun Swatch incarnation? The Royal Oak, for sure - Bioceramic bracelet and all. The Doxa Sub would make an excellent, fun Swatch in a variety of colors. Panerai? That would make a great Swatch. Hublot? I can see it. Even Richard Mille with their distinctive case shape would make a great Swatch. I could see those brands going for it. I think the Cartier Santos is another great candidate, but I don't think Cartier would go for it. And of course the Rolex Submariner, but there's a zero percent chance of that happening. :)

Given recent changes to Jaquet Droz's business model, I'm sure the Swatch Group is on the right track with their prestige brands (Jaquet Droz, Breguet, Blancpain) by letting them do their own things at their own pace. I also don't foresee a JD collab as they are positioning it to be the ultimate exclusive God tier watch brand. I've always admired Blancpain, especially the gorgeous Ladybird Colors Phases de Lune. But thanks to this collab, I bought a Fifty Fathoms Automatique in rose gold 5015 3603C 63B. So that's that. I think it'd be amazing to have you do a video on Jaquet Droz! Thank you.

Your comments are on point as usual!! Keep up the good work 👍🏻👏🏻🙌🏻

Speaking from my experience of standing in line to get a moon-swatch, and 6 months later actually getting one, I can tell you I won't be doing this same for this, it has no appeal other than a 91 power reserve and it being an automatic, that for me is were the fascination ends. It is a novelty watch, nothing more. As for the story of it being a divers watch, it may look like one but I don't believe it lives up to the hype? But that's not saying it's all bad, the 6 options look very good, plus it draws attention to the endangered sea slugs (which most of us had never heard of?) and it's a "Plastic bio ceramic case", which will add to land fill when it finally outlives its usefulness. Although I like the idea of expensive watches made into cheaper versions, I just wish Swatch had nothing to do with it, as the way they sell these products sucks big time. I would also love to say that I look forward to the next one down the line, but let's face facts you either pay some flippers price to get one or you find the only Swatch shop in town and stand like a prune getting one, no thank you.

Great video. I think swatch is just looking for cheap plastic ideas. I doubt these cheap copies will hurt the brands but I also don't think they are too thrilled with the idea.

Would love to see a Swatch x Glashütte PanoMatic colab Would it make sense? No absolutely not but that’s why it would be awesome Or do a pilot watch. The IWC Tahoe looks incredible

Brand recognition planted at a young age is powerful. Experiencing the toy product works marvels wanting the real deal further down the line. It goes back to recognizing (iconic) shapes: Porsche 911, the Coca Cola bottle, RayBan Wayfarer etc. I just have my doubts these collaborations will land on the wrists of kids, as much as on young adults with a bit of spare cash. Also short term revenue is a strong factor for releases like these, as well as keeping foot traffic at the stores alive, on that I fully agree. As far as damaging the brands goes, I don’t see an issue here. These can rather be considered homages and don’t have the same effect as a real luxury good and the associated status it gives the consumer.

Excellent take. As always.

Great analysis. I think Longines, Tissot, Mido can benefit from a collab. They sort of straddle the distance in perception between Omega, that everybody knows and Blacpain that no one normal knows, lol. Would be interesting to see. I dont think it hurts the higher end brands, but as you pointed out, time intervals are key. New OmegaXSwatch every year would hurt Omega in long run I think. As noted though, Swatch is a publicly traded company so short term rules. Willbe interesting to watch this unfold.

I'm surprised they went with the Fifty Fathoms as a mashup instead of something with more pop culture relevance like the Hamilton Khaki or Ventura. Imagine a Swatch x Hamilton x Elvis model Ventura. Blancpain is a watch nerd's watch; not a Joe Sixpack "I know Omega 'cause James Bond wears one" watch, so I don't know who the actual audience is for this was aside from flippers and hoarders. Honestly the most surprising part of this video was when you said Fifty Fathoms is constantly sold out and in high demand. I've never seen anyone outside of typical internet r/watchcirclejerkers wearing one that wasn't a hand-me-down from their grandfather.

Best views I've heard on this matter so far. I kinda like them, and I think they'll sell like hotcakes, though not as much as the MoonSwatch, due to price & name. Also, I think you're absolutely right they can co-exist, and I think they'll reinforce both brands. Furthermore, I think a bioceramic integrated bracelect PRX, or a GMT hydroconquest, would be awesome. Not a clue how they would do a Breguet Tourbillion, but a bioceramic Khaki Field, or Rado Captain Cook, they could do no problem. And one of these releases every two years or so is great. So,the next for the next 8-10 years we'll get the hype train coming by, which is great. But if they want to get the younger ones interested, they should do smaller sizes though, 'cause my oldest can't wear anything bigger than 36mm (I made him Seiko mod with a Darth Vader dial in a black pvd, datejust case, and oyster bracelet 😂). Both the MoonSwatch and this one are in the 42mm range. Actually, I think even the missus doesn't own anything over 38mm.

Brilliant analysis

Thanks for the video - not even tempted at that price. Simple solution for this footfall madness, close a few SWATCH shops. I could buy something much more fun, quirky more durable, with a splash of style . . . for much less. Take for instance the wooden watch, or a yellow Casio G-Shock B2100 . . . there must be dozens of others. Very sad, CONsumers lack the ability to think for themselves, they are being asked to behave like sheep (cf just rattle a food bucket).

Imagine a MoonSwatch owner wearing his plastic watch with a room full of ppl with real omega speedies. Its like driving your suit up civic to a porsche meet!

I really like your thoughtful content, thanks a lot!

Breguet Type 20 is a great contender

I think this is going to do well but I agree with you... This might be the last collab that will work. I've had a bioceramic watch and will never buy another one and although I like the design and the colors I just cant see myself parting with $400 to acquire one. Have a great Sunday Mike!

1- What I don’t get is that a giant global group gets away with selling plastic disposable things in the times we’re living jn. 2- Launching a summer watch when summer is over? this must have been the worst timing Swatch could have chosen for a summer watch. Great video.

Well said 👍🏽

Always excellent!

As long as they own the mainstream watch brands

I love your channel. The problem with Swatch group is your video had purier motives than they had on creating this watch. That is the problem with a lot of these bigger brands. They want the money but non of the risk. That is the reason people are running to mircobrands like Serial, Christopher Ward, Lorier etc. Hype is not enough to keep people to purchase those brands.

It introduces a generation of kids with i watches to the joy of watch collecting or as an attempt to keep the conventional watch relevant among the 90 percent of people that ditched the watch or use a smart watch

Sorry but there aren’t Swatch Stores everywhere I happen to live in a city of 100k were the nearest Swatch Store is 200+ miles away.

The thing is normies will look at you like you are insane if you buy a real Blancpain and your only argument is pretty much will be: well the real one is made out of steel and has hacking seconds. Because pretty much after that you have run out of arguments and that can damage the brand like Blancpain (because we watch lovers deep inside know that nearly no one cares about that the real one has a much more special movement with more jewels and stuff since they could not tell the difference).

Swatch x Vacheron would probably be interesting

I'm more of a Certina guy who have rarely watched any new movies the last ten years, but likes to consume documentaries

This is the type of idea that comes from an influential C-level exec or an outside consultant.

Of course this won't be the last collaboration. There are plenty of brands under the Swatch group. They can pick and choose, and the brands take turns. 😂

Thanks very informative and interesting analysis ✌️next year Breguet Type 21 🤣🤣🤣🤣

What if they made it into limited editions? 🤔

You need a variety of different ways to drum up interest Better still, get this curious to oay for thier curiosity,,,like candy cigarettes, you do not need everyone to get hooked , only 10 - 15%. Besides the short term interest will build brand awareness,,,we all know Rolls Royce and Bentleys, how many will actually buy one...Its the branding

There alright, and kind of good looking watches. There way to expensive in the country currency I live in. I bought a sistem 51 metal case a few years back for a few hundred bucks.

James Bond + they can enter movies with others

Very interesting discussion. You make an excellent point; these plastic "popcorn" watches are ultimately forgetable. My intuition is that they won't have a huge impact generating interest in mechanical watches...looking at the lines of people waiting to pick one up, I suspect many, if not most, are hoping to flip them and make a quick buck. Personally, there are many other watches I'd rather spend $400 on. Thank you!

i see them doubling back to omega to a seamaster 300 or aqua terra

Not for nothing I don't see someone buying a swatch Blancpain fifty fathoms for 400$. Will all of a sudden go drop 15k on the real thing. It's unrealistic the gap is way too big. I only see Swatch making $ on this deal

I watched a video where a woman stopped wearing an expensive gold Cartier Ballon Bleu after having people say it was the same as their steel version of the watch.

swatch rado diastar!!!

What next Rolex Swatch? PP Swatch?

I've purchased one Swatch in my entire life. I eventually gave it away. Not my thing.

These watches are as "repairable" as any other mechanical watch below a particular price point, wherein the movement can be replaced with a newer one.

100%

I reckon they may make a Swatch Reverso.

Let s hope swatch group buy RM and makes a 15 000 euros RMX 😂

Exploiting the serious environmental issue of plastics in the ocean to market a piece of disposable plastic junk. Unforgivable.

People that "Already' own a Speedy or Fathoms won't say much, but Noooooooooone in their right mind, will ever buy those watches because of these knock offs. You all know any upticks in their sales is manufactured. Why would anyone spend so much money to buy something that looks exactly like a plastic watch? For that price, I stick with a Seiko, Tissot, etc.

So wrong. The moonswatch was a bad idea , this is a P*** take.

For a watch expert you need to work on your pronunciation.

Same shit different name on the dial. This trashy creation by Swatch only degrade the name of the brand and to pay $400.00 for this trash made out of plastic with a movement that can't be serviced is crazy, but I guess there are plenty of people out there who doesn't care about money; 5 years from now that piece of garbage will end up where it belongs, the trash can.

Its a disaster