HistoryOmega was founded in 1848 at La Chaux- de-fonds,

Switzerland by Mr. Louis Brandt at the age of 23.In 1880 his 2 sons Louis-Paul & Cesar moved the

company to Bienne Since 1894 company adopted the sole name for all its

watches i.e. “OMEGA”.OMEGA is the last letter of Greek alphabet it means

‘Perfection & success in the attainment of task’.Omega has a merger with Tissot in 1930 & a new

perent company SSIH (societe suisse indrustrie horlogere) was created.

This group eventually grew to over 50 companies including Lanco, Lemania and Hamilton etc.

SSIH became the third largest producers of finished watches and movement in the world.

Through an economic crisis in 1980’s the company merged with ASUAG to create a new company ASUAG-SSIH.

Eventually this pairing fell on hard times and the company was taken over by a private group and renamed SMH.

Today Omega is owned by Swatch group which is the largest producer of finished watches in the world.

Apart from Omega Swatch Group is owned other brands like,

Swatch, Tissot, Rado, Longines, etc.

Luxury Watch Industry

Luxury watch industry is completely dominated by Switzerland which contributes almost 100

percent of market value.

The major exports market includes United States, France, Germany, Italy & United Kingdom.

Rolex dominates the luxury watch market followed by Tag Heuer, Omega, Cartier, Bulgari

& Longines.

Industry AnalysisHuge capital

requirement & difficult to build a

brand

Strong brand image

- low bargaining

power

Swatch Group is a dominant player in Suppliers market

Duplicate watches /

Cell phones & Digital gadgets

Brand Strategies Today , seven out of ten people throughout the world are familiar with the OMEGA watch brand.

Most luxury brands will integrate themselves with some projects or activities to set up their

continual image.

Since 1932 Omega watches has been the official timing instrument of Olympics.

When spectators all over the world witness the world record that created by top athletes together in front of televisions , they will see

the Omega mark.

Omega is official timekeeper to NASA. Omega watch became first & only watch brand which had

oncelanded on the moon , so it had created a history.

Besides Omega watch- made technique have been indentified all over the world since then.

Omega watch has

become the watch that wore by James

Bond in 007 series

movies , known as

Bond’s watch.

Cindy Crowford has become the global brand ambassador of Omega watches , because of her Omega constellation series have become hot product & Omega

watch has also opened up the huge women’s watch market rapidly.

Celebrity Endorsement

Product Strategy

Today omega has a wide range of watches for both men & women it includes,

Omega Seamaster Omega Speedmaster

Omega Constellation Omega De Ville Omega Specialities

Constellation Series Seamaster Series Speedmaster Series

De Ville Series

Specialties Series

Other than watches Omega has other products like,

Jewellery, Leather Goods & Fragrance.

Communication StrategyOmega follows a multiple celebrity

endorsement strategy.The slogan & theme of the actual campaign is

“Choice”.Attributes use for the transfer of image from

the celebrity to the brands are, Beauty Hedonism & Victory

Beauty Hedonism Victory

Omega is active in a lot of different domain with its ambassadors.

Overall 7 different domains for 14 celebrities. It shows that omega is trying to reach every

segment without being involved in one.Among the attributes territories are well defined

such as, show business for beauty, surf & sailing for

hedonism, motor sports and swimming for victory. Golf is used for both for the hedonistic and the victory attributes.

This coherence can may be help the customer to understand the communication better.

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.

One is a star today and tomorrow is forgotten. Brand is phenomenon that should find its roots in duration, which is pretty much the opposite of fashion. Therefore, omega rightly chooses to use multiple endorsement in order to avoid dependence on the ambassadors and diversify its risk of a bad celebrity away.

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