The Swatch x Audemars Piguet collaboration is a great window into the psychology of luxury marketing, including two key concepts: the Dream Equation and the 3% Rule.
The Dream Equation is really the psychology of access. People are not just buying a watch; they are buying proximity to a status world that was designed to keep them outside. That is why these collaborations work even when everyone knows the object itself is partly ridiculous.
Fantastic article as always, Trung. And that Michael Beasley interview is one for the history books for sure. I always thought an NBA Hard Knocks-ish show would be awesome (Hard Rocks or something…haha), but MB’s interview told me pretty much everything I wanted to know!!
Thanks for the read Kelly! This wasn't quite hard knocks style but Netflix did a BTS with lebron, anthony edwards, jimmy buckets and a few others: https://www.netflix.com/title/81720808
Swatch Group shares are no longer heavily shorted; the short cover has seen the shares up >50% in the past year. Otherwise, the article is most interesting.
The Dream Equation is really the psychology of access. People are not just buying a watch; they are buying proximity to a status world that was designed to keep them outside. That is why these collaborations work even when everyone knows the object itself is partly ridiculous.
I just can’t get past… how to style it!?!
Fantastic article as always, Trung. And that Michael Beasley interview is one for the history books for sure. I always thought an NBA Hard Knocks-ish show would be awesome (Hard Rocks or something…haha), but MB’s interview told me pretty much everything I wanted to know!!
Thanks for the read Kelly! This wasn't quite hard knocks style but Netflix did a BTS with lebron, anthony edwards, jimmy buckets and a few others: https://www.netflix.com/title/81720808
I’ve actually had that on my watchlist and I keep skipping it. I’ll give it a shot now since you inadvertently called my bluff! 😅
LOL...it's honestly..ok...maybe 6/10
If first episode doesnt pique interest, rest is fine to skip
Thank you Trung, great article! Deep and broad, a pleasure to read.
I just focus on a more profane topic, calculating: What is swatch worth without its AP collaboration?
Swatch Group shares are no longer heavily shorted; the short cover has seen the shares up >50% in the past year. Otherwise, the article is most interesting.
https://x.com/skyedokc/status/2056169953469075633?s=46