Only a few weeks after the Audemars Piguet x Swatch collab shook up the watch world, another unexpected watch collaboration is flying off the shelves. The newly released J.Crew x Timex watch sold out within two hours of its debut on May 27, J.Crew CMO Julia Collier told Glossy. Despite costing under $200, the watch lit up watch forums on Reddit with users discussing how and where to get it.
The release of yet another highly coveted, affordably priced watch collaboration, along with the ensuing popular consumer reception, signals a shift in the watch market. While much of the hype and demand for watches has traditionally centered on expensive brands like Rolex and Vacheron Constantin, limited collaborations like this allow brands to sell watches at relatively low prices while still benefiting from the hype and FOMO that come with an exclusive timepiece.
As consumers pull back on discretionary spending and luxury brands raise prices to focus on their most affluent customers, affordable watches have an opportunity to shine.
“On the consumer side, the luxury watch market priced itself out of the conversation for most shoppers,” said Jackie Swanson, managing partner at Gartner Consulting. “Rolex grey market markups, Patek waitlists, AP allocations, … The $200-$500 collab gives someone the brand association without the secondary-market gymnastics.”
