Maybe it is all about Marketing: Rolex vs. Omega

[Setarip]

Watching the Genesis Invitational (The Riv!) today I saw this Omega commercial highlighting Sergio Garcia’s failed Ryder Cup at Valhalla in 2008. He talks about his failure, what he learned, in this depressing tone. Then they turn to the watch they are trying to highlight. I was left associating failure and loss to this watch.

A little later in the coverage, a crown appears on screen, the up-beat music we’re all familiar with, begins and I’m watching Jack, Tiger, et. al. champions highlighting all of their successes. Then, the flash to the YG DD white dial, roman. Any viewer would be left with an association of success.

If I were the Chief Marketing Officer for Omega, I’d ditch that ad (fire the Ad/PR firm) and lift a page from the Rolex playbook for better marketing. Build on the heritage of Omega, success of ambassadors, etc.

Thoughts?

By the way...I know it’s more than just marketing...Rolex (IMHO) = superior quality, incremental innovation, etc. and overall appeal.

[JayHantz]

I cannot say I have seen the Omega ad that you are referring to, but I do know the Rolex one.

I don't think Omega has really had marketing at the forefront of their campaign. They had a small boost focusing on the 50th Anniversary of the moon landings, but outside of that, maybe an ad here or there.

I agree that Omega should take a step in the promotional direction. Focus on success (as you stated) along with the rich history of the brand. When Rolex came on the field, Omega was already established as one of THE brands for watches. They have accomplished a lot over a very significant history.

[Wcdhtwn]

The Omega ad is about perseverance, learning from and overcoming loss. I’ll agree it starts out on the negative side, doesn’t even really seem like a watch ad at first. And the Rolex ad you are comparing it to is a better ad. But the Omega ad isn’t nearly as bad as you’re saying it is.

[locutus49]

I think the way to success for Omega is to produce more limited edition watches.

[JayHantz]

Originally Posted by locutus49

I think the way to success for Omega is to produce more limited edition watches.

Agreed. In batches of 1,969, 1,960, or any other random year they deem "limited"

[larryccf]

I'll agree Omega's ad campaigns aren't as numerous or as strong as they could be, but Omega has always focused on customer svc with the idea being no matter where in the world you are, you could get your Omega svc'd.

Granted if i needed to bribe a customs officer to get across a border, a rolex would have more value, but i'll tell you about Omegas svc.

I got taken by a dealer up in boston, mass - big shop with 4 locations. They advertised a lot of vintage watches, including an Omega Museum Re-Edition 1951 Cosmic, a rose gold 4 complication watch. New, there were 1951 issued and sold MSRP for $10,000, came with a lot of paperwork as well as a glass sided display case. Dealer had it listed for $5700 and still NIB - this was almost 10 years after it had been released.

Dealer had to have cashier's check or bank wire, no cc, even when i offered to pay a 3% fee for the cc's transaction fee. That should have been my red flag. Dealer assured me it was new in orig box (display case) with certificate of authenticity, another certificate describing the history of the watch etc and included orig owner's manual as well as warranty card.

Watch came in - no warranty card, the Omega box was a plain naugahyde Omega box, no certificates and no owner's manual. And the blue leather strap had sweat stains.

Called the dealer to complain and he said, send it back and we'll issue a refund.

My immediate reaction was, how stupid do you think i am - you've lied to me one time, i'm going to trust you a 2nd time?

Contact Omega Switzerland and they were super - they asked for documentation, ie a pix of the watch and the serial number etc. I took them and emailed them. Got an email 2 days later they had sent by parcel post a new display case (much nicer than the US issued one, all the certificates as well as an ower's manual, but could not re-issue the warranty card as the watch had been registered.

2 weeks later a box shows up with all they had sent, swiss franc postage was 127 francs which at the time was about $135+ - all free

their attitude is incredible. Omega USA, from the one experience i had, i'd rather have dental surgery performed without the benefit of anaesthesia

and Omega, you can send them a vintage watch and they'll replace / recondition what you ask, and unlike Rolex, not demand you let them "update" the watch with new components you don't want. THat's the one point about Rolex i gristle at, but that's me.

I would like to see them do more "re-edition" like that museum collection.

FWIW

[Setarip]

Originally Posted by larryccf

I'll agree Omega's ad campaigns aren't as numerous or as strong as they could be, but Omega has always focused on customer svc with the idea being no matter where in the world you are, you could get your Omega svc'd.

Granted if i needed to bribe a customs officer to get across a border, a rolex would have more value, but i'll tell you about Omegas svc.

I got taken by a dealer up in boston, mass - big shop with 4 locations. They advertised a lot of vintage watches, including an Omega Museum Re-Edition 1951 Cosmic, a rose gold 4 complication watch. New, there were 1951 issued and sold MSRP for $10,000, came with a lot of paperwork as well as a glass sided display case. Dealer had it listed for $5700 and still NIB - this was almost 10 years after it had been released.

Dealer had to have cashier's check or bank wire, no cc, even when i offered to pay a 3% fee for the cc's transaction fee. That should have been my red flag. Dealer assured me it was new in orig box (display case) with certificate of authenticity, another certificate describing the history of the watch etc and included orig owner's manual as well as warranty card.

Watch came in - no warranty card, the Omega box was a plain naugahyde Omega box, no certificates and no owner's manual. And the blue leather strap had sweat stains.

Called the dealer to complain and he said, send it back and we'll issue a refund.

My immediate reaction was, how stupid do you think i am - you've lied to me one time, i'm going to trust you a 2nd time?

Contact Omega Switzerland and they were super - they asked for documentation, ie a pix of the watch and the serial number etc. I took them and emailed them. Got an email 2 days later they had sent by parcel post a new display case (much nicer than the US issued one, all the certificates as well as an ower's manual, but could not re-issue the warranty card as the watch had been registered.

2 weeks later a box shows up with all they had sent, swiss franc postage was 127 francs which at the time was about $135+ - all free

their attitude is incredible. Omega USA, from the one experience i had, i'd rather have dental surgery performed without the benefit of anaesthesia

and Omega, you can send them a vintage watch and they'll replace / recondition what you ask, and unlike Rolex, not demand you let them "update" the watch with new components you don't want. THat's the one point about Rolex i gristle at, but that's me.

I would like to see them do more "re-edition" like that museum collection.

FWIW

WOW - Great story and great outcome from Omega Suisse. Thank you for sharing that.

BTW - I like and respect Omega. I’ve owned the Seamaster Chronograph — and my grandfather left me his YG Omega pie-pan (circa 1951?) pictured here with my RG DD.

[Uppersouth]

Originally Posted by locutus49

I think the way to success for Omega is to produce more limited edition watches.

Lol

[Setarip]

Originally Posted by Wcdhtwn

The Omega ad is about perseverance, learning from and overcoming loss. I’ll agree it starts out on the negative side, doesn’t even really seem like a watch ad at first. And the Rolex ad you are comparing it to is a better ad. But the Omega ad isn’t nearly as bad as you’re saying it is.

Thanks...yes, you articulated this well. Thanks for responding.

What I was trying to express is that the overall feeling (subjective, I know) was of a failed attempt.

[Bizcut1]

Originally Posted by locutus49

I think the way to success for Omega is to produce more limited edition watches.

[Nadi090]

Originally Posted by larryccf

I'll agree Omega's ad campaigns aren't as numerous or as strong as they could be, but Omega has always focused on customer svc with the idea being no matter where in the world you are, you could get your Omega svc'd.

Granted if i needed to bribe a customs officer to get across a border, a rolex would have more value, but i'll tell you about Omegas svc.

I got taken by a dealer up in boston, mass - big shop with 4 locations. They advertised a lot of vintage watches, including an Omega Museum Re-Edition 1951 Cosmic, a rose gold 4 complication watch. New, there were 1951 issued and sold MSRP for $10,000, came with a lot of paperwork as well as a glass sided display case. Dealer had it listed for $5700 and still NIB - this was almost 10 years after it had been released.

Dealer had to have cashier's check or bank wire, no cc, even when i offered to pay a 3% fee for the cc's transaction fee. That should have been my red flag. Dealer assured me it was new in orig box (display case) with certificate of authenticity, another certificate describing the history of the watch etc and included orig owner's manual as well as warranty card.

Watch came in - no warranty card, the Omega box was a plain naugahyde Omega box, no certificates and no owner's manual. And the blue leather strap had sweat stains.

Called the dealer to complain and he said, send it back and we'll issue a refund.

My immediate reaction was, how stupid do you think i am - you've lied to me one time, i'm going to trust you a 2nd time?

Contact Omega Switzerland and they were super - they asked for documentation, ie a pix of the watch and the serial number etc. I took them and emailed them. Got an email 2 days later they had sent by parcel post a new display case (much nicer than the US issued one, all the certificates as well as an ower's manual, but could not re-issue the warranty card as the watch had been registered.

2 weeks later a box shows up with all they had sent, swiss franc postage was 127 francs which at the time was about $135+ - all free

their attitude is incredible. Omega USA, from the one experience i had, i'd rather have dental surgery performed without the benefit of anaesthesia

and Omega, you can send them a vintage watch and they'll replace / recondition what you ask, and unlike Rolex, not demand you let them "update" the watch with new components you don't want. THat's the one point about Rolex i gristle at, but that's me.

I would like to see them do more "re-edition" like that museum collection.

FWIW

Thanks for sharing this Larryccf... though Rolex has a better PR and advertising, I think the Omega has a better customer relations.

[Onikage]

Originally Posted by locutus49

I think the way to success for Omega is to produce more limited edition watches.

Eating when I read that. Big mistake.

[twr7cx]

I've never seen a video add for either - only print. But from what you've described I certainly agree.

Why does Rolex bother advertising when they don't have any stock to sell of the models people actually want?

[subtona]

It’s about the extreme thickness that is due to the coaxial movement.