The Quartz Crisis nearly destroyed Swiss watchmaking because cheap, accurate Japanese watches made mechanical timepieces seem obsolete. Then Swatch didn't just 'save' Swiss watches—it made them a *luxury* good again. By creating a fun, affordable plastic watch, they built a massive new market, funneling profits to rebuild the prestige of their high-end brands like Omega. See, my dad drives his tempo every day; it's reliable, like quartz. But what I save for is that beautiful, unnecessary recording interface—the mechanical watch of my music. People don't buy a Rolex to tell time; they buy it to feel something quartz can't give. Swatch made the whole category desirable again, and that's what I invest in: desire.
#exams#study
Jump in to reply — no account needed.