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As someone who's not a marketing guy, this makes me feel dumb: there must be some genius thinking behind this thing, but I cannot figure out what it could be.

I agree that this cheapens the brand.

Fun fact: Bulova is the "other" moon watch, after an unfortunate mishap with David Scott's Speedmaster.

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I'm not a marketing guy. But my understanding is if you are a luxury brand (real luxury, very high quality, very expensive). You can allow your brand on very cheap objects (including counterfeit) and nobody will get confused.

Maybe they want a slice of the sneakerhead market, somehow?

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