For many years, Omega was the quantity two Swiss watchmaker — second solely to Rolex — till that each one modified in 2020.
After Omega main for thus lengthy, it’s exhausting to consider that Cartier outsells them, however primarily based on Morgan Stanley estimates, Omega misplaced the quantity two spot (primarily based on estimated annual gross sales income) to Cartier in 2020 and has by no means regained it.
Whether or not it was Omega’s blatant refusal to exhibit Watches and Wonders Geneva (uncertain as a result of this protects them cash and so they can nonetheless promote the merchandise many different methods), or a results of overpricing too many widespread fashions (they went from an excellently priced model to a bit too costly), or perhaps even devaluation of the model as a aspect impact of providing low-cost variations of its Speedmaster by the use of the MoonSwatch (Omega has publicly claimed the MoonSwatch boosted its Speedmaster gross sales, however no proof was supplied to substantiate the assertion) — or the entire above, is one thing that I do know is mentioned amongst publications that cowl the watch business (though often solely privately).
Maybe Omega is investing an excessive amount of in public relations, or the Olympics, at a time when different corporations (like Cartier) look like allocating extra money to influencers and content material creators — which appears to be working.
I’ve learn stories from Reuters and media retailers that counsel a product will need to have a powerful launch technique — backed by promoting, articles, movies, occasions, and no matter else could be created to advertise — to see most success within the digital age.
A “tender launch” happens when a model does the precise reverse and easily drops a product (or a number of merchandise) on its website and hopes folks will discover it, purchase it, overview it, write about it, and so forth. That is the bottom price choice but it surely’s dangerous because it doesn’t all the time generate a powerful launch consequence.
Simply launched immediately on Omega’s US web site, this newest Seamaster Aqua Terra 150M comes within the present chrome steel Aqua Terra case measuring 41 mm x 13.3 mm (47.9 mm lug-to-lug) and weighs 150 grams with a brand new turquoise dial.
The turquoise dial encompasses a gradient — that’s lighter within the heart and darker on the perimeter — with gray-treated indices and palms, and it appears fairly sharp. The motion is a Co-Axial Grasp Chronometer caliber 8900 with 60 hours of energy reserve, seen by way of an open caseback, and is sweet as effectively. The Seamaster Aqua Terra 150M (Ref. 220.10.41.21.03.006) has a retail value of $6,600 on a bracelet.
I prefer it, and I believe shoppers would possibly as effectively. Nonetheless, Omega soft-launching this new turquoise gradient Seamaster Aqua Terra — after dumping quite a few different Seamaster fashions in November and December — doesn’t appear to be the everyday thought of method of a high Swiss watch model. It appears extra like a frantic end-of-year gross sales seize — on the lowest potential price. A minimum of they’ve dropped just a few engaging new watches, resembling this and the Daniel Craig Seamaster, alongside the way in which.
Images by Omega.
