Luxury Meets Affordability: The Strategic Co-Branding of Swatch with Omega and Blancpain

Nikola Draškovic ()
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Nikola Draškovic: Algebra Bernays University

A chapter in The Evolution of Luxury Brands, Volume I, 2025, pp 119-144 from Palgrave Macmillan

Abstract: Abstract This chapter provides a detailed overview of the strategic collaboration between the luxury brands Omega and Blancpain with affordable Swatch. Faced with market challenges and shifting consumer preferences, the Swatch Group adopted an atypical co-branding strategy, leveraging the luxury appeal of Omega and Blancpain to enhance Swatch’s mid-range positioning. The resulting products blend luxury craftsmanship with Swatch’s vibrant, unconventional appeal, offering exclusivity and affordability. Through examining the market success of these collaborations, this chapter explores their effects on brand perception, consumer engagement, and market positioning. The findings highlight the importance of balancing heritage and innovation in luxury branding, revealing how strategic collaboration can expand consumer appeal and strengthen brand identity in a competitive environment.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:pal:pscchp:978-3-031-96676-7_5

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DOI: 10.1007/978-3-031-96676-7_5

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