How Omega and Swatch used industry marketing techniques to hype the MoonSwatch
Among the top things that infuriate watch aficionados: replicas, fashion timepieces and battery-powered movements. And yet, the $260 Swatch homage to the Omega Speedmaster that debuted a week ago and caused shopping pandemonium checks all three of those snob boxes, making the collaboration an even more remarkable hit. From London to Berlin to Melbourne, eager consumers snaked around blocks, lining up patiently or pushing and shoving to snag a timepiece that’s not even limited. The buzziest and arguably most successful Swiss watch release in decades borrowed marketing and promotional techniques that — while novel to the staid world of Swiss watches — are well worn in the sneaker and fashion sectors. So-called hype collaboration drops are old-hat for brands including Nike, Adidas and Supreme that have teamed with high-end fashion houses ranging from Prada to Burberry to Balenciaga for collaborations that drive consumer buzz and create long lines at stores or traffic online when they...