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.
Image Credit: Swatch, Fiat
What's Driving This Trend
- Mobile Retail
- Swatch's collaboration with Fiat to sell 'MoonSwatches' through a fleet of branded cars taps into the trend of mobile retail experiences.
- 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.
- 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.
Who This Affects Most
- 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.
- Watchmaking
- Swatch's collaboration with Fiat could inspire other watchmakers to explore new retail outlets and experiences, as well as limited release marketing tactics.
- 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.
