Regular readers of WATCHPRO will know I am a data junkie, which is troubling in the ultra-secretive watch industry.
Data comes from many places, and I thought this little nugget would amuse WATCHPRO readers.
It comes from our own analytics, which tell us how many people have read each article on the website.
Since the launch of MoonSwatch a week ago, WATCHPRO has written a handful of stories covering the watch itself, the mania of the first day it went on sale, and how Swatch Group has responded to the hype.
Viral story versus Watches & Wonders
Interestingly, the MoonSwatch landed just days before Watches & Wonders in Geneva, where the big guns of Richemont — Cartier, IWC, Jaeger-LeCoultre, et al — are launching their 2022 collections alongside the likes of Rolex, Patek Philippe, Tudor and TAG Heuer. Coincidence, or the ultimate spoiler from Swatch Group?
Watches & Wonders is an epic event.
Millions is spent on the infrastructure and booths, plus the travel costs of thousands of press and retailers from around the world are picked up by the brands.
Social versus mainstream media
In comparison, MoonSwatch was promoted with a bit of social media and a press release e-mailed to journalists and some carefully placed advertorials.
If Swatch spent more than $100,000 on the marketing it was being ripped off.
The point is that the money spent on Watches & Wonders is probably 100 times more than Swatch Group spent on MoonSwatch.
MoonSwatch versus Rolex
The result? WATCHPRO’s story revealing the Rolex watches presented at Watches & Wonders was read by just under 7,000 people; a healthy result and better than any other brand’s launch at Watches & Wonders.
But MoonSwatch? The two most popular stories on Watchpro.com this week were both about the £207 bioceramic watch with a Velcro strap.
Seven out of the top 10 stories on the website this week talked about MoonSwatch.
The most popular has been read 306,673 times, the second had 206,097 views.
Add up the seven stories and they total 700,000 page views for the MoonSwatch, 76 times more than the Rolex launch story and almost half the 1.4 million clicks on Watchpro.com in the past month.
Before you conclude that trade shows like Watches & Wonders are therefore obsolete or pointless, that could not be further from the truth in my opinion.
They are more important than ever to sell the dream of the most beautiful watches being made today.
I have loved being back at such a major show, but the hype of MoonSwatch has tickled me and taught the industry that taking a risk with something unexpected can pay off spectacularly.
Rob, besides the page views for the Omega MoonSwatch far outnumbering Rolex’s new product introductions, kudos to Omega for being INCLUSIVE and producing enough of these watches for everyone who wants one to get one on their wrist. Rolex, AP, and Patek should take notice if they care about attracting & satisfying new customers to its brands. Rolex should be doubly shamed for not having the same inclusion strategy for its entry level Oyster Perpetual line.
Patience! Rolex has made a statement, acknowledgement goes a long way. I respect Rolex for not being in a race with ANYONE. I appreciate Rolex will not jeopardize the brand, or quality of materials by mass producing, exactly why they are the #1 known brand on the globe leaving Omega behind as far as the moon. Don’t get me wrong, I’d love a Daytona, and many other models, however i’d rather wait to achieve what I know will be of the highest quality and standards, not to be compromised or devalued by mass production. Im sure if that happens we would not hear the end of it then. Good things come to those who wait.