Swatch’s eyebrow-raising campaign sparked debate, but the brand insists provocation was the point. In an era of attention scarcity, controversy itself can be a growth strategy.
MonogramGroup’s Scott Markman points out that risk-taking campaigns work only when anchored in a brand’s true personality. For Swatch, quirk and boldness are authentic—but other companies imitating the formula without credibility risk damaging their image.