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Apparel accessories;Retail trade
In March 2022, the Swatch Group launched the MoonSwatch, born out of a secret in-house collaboration among its street Swatch and its luxury Omega brand, in tribute to one of Omega''s most legendary watches. The launch created a frenzy among watch fans worldwide, with huge lines forming outside of the select Swatch stores selling the product and with social media channels lighting up. The case discusses some of the initial reactions to the hyped Omega X Swatch product launch, which represented a break with the distinctive brand positioning strategy that the group had been known for so far.
Branding;Manufacturing processes;Market segmentation;Marketing strategy;Product management;Product positioning