jj

2. History
 Omega 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.

3.  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.

4. 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.

6. Industry Analysis
Huge capital
requirement & difficult
to build a brand
Swatch Group
Strong brand
is a dominant
image - low
player in
bargaining
Suppliers
power
market
Duplicate watches /
Cell phones & Digital
gadgets

7. 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.

8. 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.

9. Omega is official timekeeper to NASA.
Omega watch became first & only watch brand which had once
landed on the moon , so it had created a history.
Besides Omega watch- made technique have been indentified all
over the world since then.

10. Omega watch
has become
the watch
that wore
by James
Bond in 007
series
movies
, known as
Bond’s
watch.

11. 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.

12. Celebrity Endorsement

13. 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

14. Constellation Series Seamaster Series Speedmaster Series
Specialties Series
De Ville Series

15. Other than watches Omega has other products like,
Jewellery, Leather Goods & Fragrance.

16. Communication Strategy
 Omega 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

17. Beauty Hedonism Victory

19.  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.

21.  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.

22. THANK YOU