Tom La Vecchia

Exclusivity nowadays is emotional.

It's not just financial.

And then what happens is recognition actually increases that desire.

Swatch, it's a win.

It elevates their brand.

AP gets them out there inexpensively and people want it even more.

A family member of mine has a Royal Oak.

I asked him right away, joking around.

I said, great, I'm going to get mine for 400 bucks.

And he laughed and he goes, hey, absolutely.

It's going to be a beautiful watch, but there's still only one Royal Oak.

What's up, guys?

Welcome to Right About Now.

On today's episode of Right About Now, we're using the rumored AP and Swatch collaboration as a live case study into how modern brands strategize and use borrowed attention.

Tom Lavecki is the founder of X Factor Media and New Theory Magazine, and he spent years working at the intersection of marketing, media sales, customer behavior, and brand positioning.

In this conversation, it's not just about watches.

It's

It's about attention, exclusivity, and cultural relevance.

Tom, welcome to Right About Now.

What's up, Tom?