The collaboration between luxury diving watch brand Blancpain and Swatch has caused a surge in sales and excitement among watch enthusiasts worldwide. The release of the $400 plastic Fifty Fathoms watch with an automatic Swatch movement has been met with great enthusiasm, reminiscent of Swatch’s successful sales surge in 2022 with the introduction of the MoonSwatch.
Customers in major cities such as Sydney, Tokyo, and various European cities have been eagerly queuing up to get their hands on the new collaboration. In Geneva, over 300 people lined up outside the Swatch store, some arriving as early as Friday noon. The Blancpain Fifty Fathoms, the inspiration behind this collaboration, is a famous dive watch that was first released in 1953 and famously worn by Jacques Cousteau. To ensure a smooth shopping experience, the store only allowed two customers at a time, limiting each person to choose from the five colorful versions available.
Similarly, in Paris, customers started lining up on the Champs Elysees from 6 p.m. on Friday, braving the scorching heat to be among the first to enter the store when it opened on Saturday. Orlando, a watch enthusiast from Mexico, spoke about the appeal of the collaboration, seeing it as a good entry-level option for those who already own luxury watches. In Milan, enthusiasts camped outside the Swatch store overnight to secure their watch. One student mentioned his intentions to sell the watch quickly, as it was not for personal use.
Reports of long lines and overnight campouts emerged from various cities globally, including Sydney, Tokyo, Cannes, Vienna, Dubai, and Zurich. Swatch Group AG, the parent company of Swatch, Omega, Breguet, and Mido, aims not only to boost sales for the Swatch brand but also to enhance the popularity of Blancpain, a brand with prices typically starting at $10,000. Morgan Stanley estimates that Blancpain is among the top 20 largest Swiss watch brands, generating sales of approximately $470 million in 2022.
Swatch has clarified that the Bioceramic Scuba Fifty Fathoms, like the MoonSwatch, is not a limited edition and will be exclusively available at selected Swatch boutiques with no online sales. The success of this collaboration has Swatch Group AG looking forward to increased sales figures and brand popularity for both Swatch and Blancpain. The CEO of the company, Nick Hayek, previously mentioned a 50% increase in sales at Omega boutiques following the release of the MoonSwatch. The collaboration between Blancpain and Swatch has undeniably been a massive success, garnering attention from watch enthusiasts worldwide.
