No, I think they will be a niche brand for collectors. Most of their stuff is either military or vintage styled and I think they will limit their designs to a few well-thought out pieces. Swatch will not be shortsighted with marketing, flood the market, and try to compete with the likes of Invicta. They will push the heritage of the brand, keep the designs classic, and eventually raise prices. Get 'em now while they are still affordable.