In the way that it's an asset that you derive value from.

And how is the value you derive from it being lessened by the existence of this Moonswatch?

by the simple fact that nobody will think more of Omega with this collaboration, some people will think less of it. Net-of-net, it'll be a decrease in general opinions, which leads to a general decline in market value.

If anything I think this will increase the market value of Omega by bringing in massive interest to the brand.

Anyway, this is a testable hypothesis. All we have to do is wait and see.