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Omega Needs Fixing??
Via ThisWatchThatWatch YouTube channel....
This message has been edited by India Whiskey Charlie on 2026-03-09 00:59:42
This message has been edited by India Whiskey Charlie on 2026-03-09 00:59:42
I feel that they certainly do need to make changes...
Although this has been a topic beaten to death by the youtube types, I feel that there is strong merit to the sentiment. If you follow the annual Morgan Stanley reports from the last 5-6 years it is obvious that Omega has some major internal issues. For me the changes Omega needs would be pretty easily done from the top if they followed 3 keys. First, cutdown the catalog and number of skews dramatically to refocus the brand. They need to stop trying to be everything for everybody, because sooner or later you become nothing for nobody. Second, stop all of the multiple limited edition speedmasters, Olympic and partner (speedy moonswatch) models - they devalue the brand. Finally, focus on brand building and not watch building. A great brand needs to be true to itself, remain focused on who it is and stick to that core identify. Notice I did not mention pricing (shocking to some) because in this current market and where I think the future of mainstream luxury brands are going pricing becomes increasingly irrelevant. There is no such thing as the wrong price, but there is the wrong value proposition. That "value" in the luxury space mainly comes from the perception of brand image, exclusivity and quality - not the price.
Agree
Especially Moonswatch 🙄…they have some great things going on too. I would:
1. Update the Constellation line. Modernize it.
2. Deal with what is an increasingly vague difference between Seamaster 300 and PO.
3. Define, limit and streamline Speedmaster.
4. Introduce a permanent tank dress watch.
1. Update the Constellation line. Modernize it.
2. Deal with what is an increasingly vague difference between Seamaster 300 and PO.
3. Define, limit and streamline Speedmaster.
4. Introduce a permanent tank dress watch.
One of the things I like about Omega is their willingness to experiment
I'd hate to see that fall away in favor of focusing on and sticking to a core identity. JLC used to experiment! They don't anymore. They've got a core identity, but that identity is bland.
My first 'proper' watch was a 1969 Speedmaster Pro, bought new in 1969. It wasn't accurate and a sub-dial hand fell off. Now have only a gold 1966 Constellation and a steel Jumping Hour. For me, generally a boring brand.
I'll tell you one thing, my Speedmaster is a gem of my collection.
It arrived in 100% perfect cosmetic condition. That is big for me. I expect my chrono needles perfectly aligned. Not close, but perfect. Same for hour and minute hand calibration. At 9:00, the hands better be a perfect right angle. This would seem trivial, but I can't tell you how many watches I have owned over the years - usually the more expensive ones - where this simple quality control is overlooked. It keeps time within a few seconds per week. How many watches does Omega make a year - over half million? The QC is better than brands I own that make a fraction of that.
I agree that the MSRPs have really climbed with Omega, but what brand has not done that? If people keep buying them, that tells Omega all they need to know.
One point I would make to the guy who made this dramatic video, and to a lot of watch collectors in general - Omega is a business. So is Panerai, AP, etc. Businesses are about bottom lines. I used to laugh my butt off at the diehard "paneristi" bitching and moaning every time a model came out that was "not historically correct". Oh no, the horror! None of these companies make and sell watches only to appease discerning collectors like us (OK, sometimes they do make specific models for that purpose, but generally). I don't fault a watch company for doing whatever they want to make their business as successful as possible.
If having too many references prohibits them or hurts their bottom line, well then its on them to figure it out. I'll enjoy the extra selection in the meantime.
Mmm ... there's an Omega boutique in my local city. It has 9 watches in the window. 5 of them are Speedmaster. It's surprising the shop is worth the rent.
Lucky you 🍀
I fully agree to all the points you are making but hear from many friends who are heavy Omega collectors that your experience is not exactly standard. Some say that about a third of the watches they get have some imperfections that need to be sorted and that’s according to the Omega 12 inch test (if you cannot easily spot it from 30cm away with the naked eye they will not correct it).
I only ever purchased three Omegas in my life (one for my father and two for me) and have fortunately had a decent quality experience as well 👍🏻
I only ever purchased three Omegas in my life (one for my father and two for me) and have fortunately had a decent quality experience as well 👍🏻
Wow, I guess I have been lucky.
I also owned a black Speedmaster before the white one, and it was also flawless. And one Seamaster Chronograph with the blue dial an bezel (argh, I regret trading that, it was fantastic). Full disclosure, I do recall that one arrived with one of the chrono needles slightly off center. I sent a photo to my dealer, who immediately replied "unacceptable" and emailed me a return label. I had a replacement direct from Omega in less than a week. I was extremely satisfied with that service.
I am quite surprised to hear about a "12 inch test". That seems quite inappropriate for a brand like Omega. There is correct and incorrect, and at this price level, everything should be 100% correct, IMO. I am grateful that my Omegas have fully met this criteria.
Thanks for replying, my Friend!
I am quite surprised to hear about a "12 inch test". That seems quite inappropriate for a brand like Omega. There is correct and incorrect, and at this price level, everything should be 100% correct, IMO. I am grateful that my Omegas have fully met this criteria.
Thanks for replying, my Friend!
That’s service as it should be 👏🏻👏🏻👏🏻
Glad your dealer lives up to the brand promise 👍🏻
I once received a watch from a very well know boutique with a crooked brand logo.
Yes, you read that right, the brand logo was crooked on the dial. When I complained, I was told "it is within acceptable tolerance". I replied their tolerance does not match mine, and since I am paying money in exchange for their product, they can either refund me or replace it with a proper sample. The tune changed, and they took it back. While I awaited a replacement, I selected a different model instead. My salesperson told me the sample I returned was placed back in the display case for sale. That is a true story, though I will not disclose the brand.
Unfortunate state affairs but sadly doesn’t surprise me 🤷🏻♂️
That’s not to say that there aren’t brands who take things seriously and do the right thing 👍🏻
In all honesty, I haven’t seen the video. However, I can perfectly imagine what it is about. See, I visit an Omega boutique each time I’m near one. I want to buy an Omega.
But each time I walk empty handed as I can’t find a single watch that attracts me. And if there is one, it’s huge. I like in principle the Olympics collection, but they look cheap, cheap. I try to find one that I might like, to no avail. I’m trying hard to find an Omega I like but, nope, there is no way. And I already own a Seamaster, two Speedmasters, and a few sweet vintage Omega.
The Morgan Stanley yearly watch report
said Omega was way down, dropped from 3rd to 5th in revenue or some other important metric. Swatch group sent an open letter to Morgan Stanley vigorously denying the data (the report also concluded Longines was way down), but it certainly seems something is wrong. Most Swatch group brands in general seemed to be doing poorly according to the report compared to independents and Richemont brands.
I really don’t follow the rest of the line up besides speedmaster.
And I have to say I was really tempted to buy the new 2026 moonshine gold black dial white subdial speedie. It looked so good, had to walk away.
A lot of good points…
The thickness, the strange and highly inflationary pricing, the cost cutting where it shouldn’t be…
I believe some of the issues are remnants of the recent past, where interest rates were close to zero and working capital possibly less in focus. And where prices were less in focus, too - especially for a brand like Omega that needs to shift 800.000 plus watches annually.
The problem is also the lack of any new models that are truly a hit out of the ballpark. As much as they have successfully ridden the Moonwatch horse, for me it’s been ridden to beyond the grave and back in the meantime and there’s no new story to follow on - at least not nearly as exciting.
They are too large to fail and in many ways also too good to do so. But at the same time very far away from their peak potential 🤷🏻♂️
I think I really lost interest in modern Omega after the moonswatch
Having to filter out all the moonswatches in my eBay searches drove me a little nutty.