Is Omega taking on Rolex?

I am hearing in watch retailing circles that Omega is seeking to take on the might of Rolex in the premium market segment for timepieces. Not only does Rolex possess an amazing brand awareness, their products are constantly imitated and not by a cheap Rolex knock-off, the leading brands copy styles and innovations. Omega is undoubtedly a quality product, has a universally recognised brand name through sponsorships and celebrity endorsements.

Internationally recognised actors like George Clooney and Nicole Kidman grace billboards and shopfront images. The rugged Clooney promotes the Speedmaster range whilst the elegant Kidman promotes the Constellation range with Bond actor Daniel Craig promoting the Seamaster; naturally Omega has a stunning pedigree of timepieces.

Omega has some fabulous lines from the Seamaster, Speedmaster and Railmaster series along with the DeVille and Constellation ranges. I have become aware that Omega is cancelling distributorships of any retailer discounting its product in order to maintain a high prices and the prestige image of their product.

The Rolex DateJust is a well known line but I have just never liked the style, take the Rolex name off the dial and I am really not attracted to this watch at all. This is likewise for the DayDate, very popular watch but just not for me along with the Sky Dweller.The Rolex Explorer I is an entirely different proposition - this is an excellent timepiece but the the Explorer II just doesn't work for me.

The Submariner and heavier duty Sea Dweller are premium dive watches, I would love either of these timepieces should funds allow. Then there is the Air King, I kind of like the style but when you are spending that type of money - well.

The GMT Master is an immensely popular timepiece but just not to my tastes. But if I could afford the Yachtmaster II, that's what I would be wearing. Then there is the Cosmograph Daytona, created in 1963 - no doubt a classic.

I would have thought Bregeut is the premium brand in the Swatch Group, but I guess whilst a super premium brand, the market share doesn't warrant the dilution of quality by increasing sales, possibly better to remain a high margin/low volume product. I would have also thought Blancpain is another high end brand lacking market awareness possessing the ability to take on Rolex on a purely quality basis.

Quite possibility both Bregeut and Blancpain don't have the wide range to compete against the varied and extensive Rolex product segments nor do they possess the branding power of Rolex. To raise the market awareness of both of these brands, extensive marketing expenditure is required.

No doubt down at the Swatch Group they have considered Bregeut and Blancpain as worthy products lacking the brand recognition whereas the Omega brand usually sits second or third behind Cartier with Rolex holding a clear sales lead of slightly over four to one.