Swatch launched a new collaborative initiative with Fiat, the automotive company, to sell its 'MoonSwatches' on the road. The company is rolling out a fleet of branded Fiat vehicles, each with a space-themed name, to travel across the United States selling the hit bio-ceramic timepiece.
The vehicles are each named after a planet, such as the "Mission to Mars," "Mission to Neptune," and "Mission to the Sun." The Fiats will each begin in a different state, and travel to a different state, making periodic stops to sell the entry-level quartz 'MoonSwatch' at its MSRP of $260.
Prior to this initiative, the MoonSwatch only saw a limited run at Swatch retail locations, with its resale value quickly rising on the internet as in-store supplies ran low. This new collaborative program with Fiat will make the watch more readily available for interested consumers across the country.
Traveling Timepiece Retailers
Swatch and Fiat will Sell 'MoonSwatches' on the Road
Trend Themes
1. Mobile Retail - Swatch's collaboration with Fiat to sell 'MoonSwatches' through a fleet of branded cars taps into the trend of mobile retail experiences.
2. Experiential Marketing - Swatch's Mission to Mars, Neptune and Sun Fiat vehicles offer an opportunity for experiential marketing, making the purchase of the 'MoonSwatch' a fun and memorable experience.
3. Limited Product Offerings - The previously limited release of the 'MoonSwatch', combined with the new exclusive retail locations provided by the Fiat vehicles, taps into the trend of creating a sense of urgency and exclusivity for certain products.
Industry Implications
1. Automotive - Fiat's partnership with Swatch to sell 'MoonSwatches' through a fleet of branded Fiat vehicles creates an opportunity for automotive companies to explore collaborations with retail brands.
2. Watchmaking - Swatch's collaboration with Fiat could inspire other watchmakers to explore new retail outlets and experiences, as well as limited release marketing tactics.
3. Retail - Swatch and Fiat's partnership allows for a creative approach to retail by adding a new level of mobility that could inspire other retailers to think outside the box.