easyWatch Wants to be the New Swatch

There's not much information available on the watches themselves yet, except that they will be manufactured by Zeon, Ltd., and they will launch with about 16 different models. I will reserve judgment, but I'm guessing easyWatches will hold up and perform exactly as a disposable watch should. With a portfolio of companies from easyJet to easyPizza. It is essentially a brand, like Virgin, which is used to explore new and eclectic business opportunities. Their newest venture: the easyWatch. According to this Reuters article, the idea behind easyWatch is to fill the void left by Swatch as the inexpensive Swiss brand has moved up-market over the years. easyGroup chairman, Stelios Haji-Ioannou, says the watches will be priced from $20 to $50, and should be considered "disposable". In other words, if you sell a watch for between $20 and $50, you'd better sell a heck of a lot of them. Maybe an easyWatch subscription service is in the cards. easyWatches will only be sold online, which will help keep costs down, and possibly on future easyJet flights.