OMEGAThe sign of excellence.

The watch The World Has Learned to Trust Omega.

The right time for life

Louis brandt ,swiss ,La Chaux-de-Fonds

1848

1879 DETH OF Louis brandt

Brandt sons louis paul,ceaser-brandt& RELOCATion- January, Biel/Bienne

1880

DEATH 2400W 800 Employees. Paul-Emile Brandt 1903

Britains royal flying corps.1917

1918 American army .

into the group SSIH, Geneva.

1925 union of Omega and Tissot.

1930

official timekeeping device of the Olympic Games.1932

had become Swiss 1 producer of watches & 3 in the world.

1970

ASUAG-SSIH1983. 1983

the Swatch Group. 1998

0071995

The 19-line calibre watch symbol Ω

2011 olympbic

1894

1969 On MOON.

PRODUCTWatch• Omega Seamaster• Omega Speedmaster• Omega Constellation• Omega De Ville• Omega Specialities

Cosmetics & wallets• Leather Goods &

Fragrance.

Jewellery

Constellation Series Seamaster Series Speedmaster Series

De Ville SeriesSpecialties Series

JEWELLERY• Constellation- cufflinks, pendants, necklaces, earrings,

rings

• Aqua- cufflinks, pendants, necklaces, earrings,

rings,bracelets, accessories

• Omega flower- Earrings, rings, pendants

• Omega dewdrop – earrings ,pendants ,necklaces,bracelets

• Omegamania- rings, necklaces, cufflinks

Leather & Fragrance

• Watch boxes

• Wallets

• Small goods

• Organizers

• Bags

• technology

PRICEHigher pricing, tighter controls of dealer pricing,

increasing advertising

OMEGA, the prestige and luxury range in the Swatch Group

only a few specific models are as expensive For others, the

price is set as a higher price but not the highest which makes

customers feel they are having the highest quality products

but with more value for money.

Premium pricing

Range from RS 39500/- up to RS2,50,00/-

PLACE• The Swatch Group, has a global supply chain management

system which makes OMEGA capable of sales to the various

international subsidiaries, which are over 200 agents,

providing them with up to date information on sales and

inventories and open orders.

• With 10,000 retailers across the globe located in

department stores, airports, some selected boutiques and

cities giving customers easy access to their products.(coco-

codo)

DISTRIBUTION CHANNEL OF OMEGA

MANUFACTURER

Retailers(1000)

Airports BOUTIQUES

Agents(200)

By supply chain

management

system of Swatch

group

OMEGA through magazines but focusing mostly on famous,

high-reputation and executive level readers’ ones.

In addition, holding seminars to introduce new products or

giving public releases are the most common methods when

promoting products.

OMEGA Seamaster series- male actors and athletes.George

Clooney and Sergio Garcia.

OMEGA Constellation series-they invite actresses and

female athletes, Nicole Kidman, Cindy Crawford and Michelle

Wei.

Speedmaster series - is represented by astronauts.

PROMOTION

PROMOTIONSporting & space project, OMEGA proves that the accuracy and

quality of their products are incomparable.

multiple endorsement in order to avoid dependence on the

ambassadors and diversify its risk of a bad celebrity away.

The majority of the advertisements picture male young adults.

This shows that Omega really tries to increase recognition on

this segment. Therefore communication is aimed at youth.

Advertising on magazines, and product placement in James

Bond series movies, OMEGA made the promotion lively and the

brand image explicit and strengthened.

ADVERTAISEMENT

Mario Sorrenti, photography MagazinesSponsorship.Endorsement of celebrity.NASA.

Celebrity Endorsement

SEGMENTINGOMEGA segmented the brand itself into sporting and

pioneering spirit, in the luxury and prestige range.

And for the customer, the brand focuses firstly on

demographic segmentation.

Those who are in highly successful business level such as

managers or enterprise.

Sports and care about the technology and qualities of a

watch will fall into their customer market.

TARGETING

High Income group men and women.

customers who pursue status and style.

to customers who like outdoor activities.

Customers who prefer luxury.

POSITIONING

OMEGA made customers to feel they are in a better social

class, with fashionable and on-trend taste.

Also the unique feature such as Seamaster series of OMEGA is

made as a professional diving watch, which is suitable for

customers who love diving activities.

Moreover, co-axial chronograph is an exclusive technology

that OMEGA owns which makes the product unique and

special.

A watch brand associated with precision, accuracy and a pioneering

spirit.

MACRO ENVIROIMENT Political factor -Tax rates affects significantly because

omega is durable product.

Economy factor -exchange rate selling their products

outside Swiss, because the fluctuation.

Socio-cultural factor -OMEGA may have better sales

volumes in developed countries compared to those in

developing or undeveloped countries due to the different level

of consumption. Those who pay more attention to fashion and

be willing to spend money to decorate themselves for their

better living standards.

Technological factor -environment-past 10 years mobile

phone as a watch to keep time or check the time.

COMPETITORSPrestige

Level

Luxury

Level

Classic

Level

Well-

Known

Brand

Mass

Brand

AP Cartier Baume&

Mercier

Citizen Casio

A.Lange

Sohne

Chopard Longines CYMA Swatch

Blancpain GP Maurice

Lacroix

Hamilton 

Breguet IWC ORIS SIEKO  

Jaeger Piaget Rado  

BRAND OVERVIEW

During the year 1894, the 19-line calibre watch was

presented, and used the symbol Ω as the brand to

introduce to the public. Since then, the brand has taken an

important role in watchmaking evolution, technology

innovations and development making OMEGA a premier

brand in the watch market industry. In addition, excellent

marketing strategies have also made it a long lasting

brand.

STRENGTHS

image of high quality substantiated with long warranty

periods.

Official time keeper of most sporting events like Olympics

and Golf tournaments leading to its association as an

accurate watch brand.

Co-axial technology

Multy celebrity endorsement

Part of the Swatch group that has 28,000 employees across

50 countries with 250 boutiques’ locations across the world

WEAKNESS

The positioning of Brand Omega is not as strong and

differentiated as compared to its competitors

Limited market share growth due to competition

Imitations of branded watches hurt brand image and

sales

The brand is dependent highly on its brand ambassadors

for its marketing and advertising campaigns

OPPORTUNITIES

The brand can expand into new categories of watches

furthering its image of being pioneers

Growth opportunities are high in the luxury segment in

developing and emerging economies in the world.

THREATS

Competition from other brands in the having a stronger

positioning than Omega

Fluctuating economies means limited spending on luxury

items

Fake/cheap imitations cause damage to brand

CUSTOMER RELATIONSHIP MANAGEMENT

In the prestige watch industry, is only moderately

relationship marketing oriented.

The industry is very concerned in quality and customer

commitment.

its majority is not focused on account based selling

Research Proposal for OMEGA Watches.

Rival rolex vs omega for “king of swiss watch brands”

while Rolex watches were more ‘evolutionary’ and famous for

their mechanical pieces and brand

Omega watches tended to be more revolutionary and more

professional focused

Technologically innovative watches