Abstract
Omega no doubt best embodies the changes which the Swatch Group has undergone since the middle of the 1990s. The success of this brand, which accounted for around one-third of Group watch sales in the second half of the 2000s, is emblematic of the Group’s new marketing strategy. Omega was picked as the main “affordable luxury” brand, the most profitable market segment in terms of turnover and the one where the major watchmaking groups are fighting it out. Omega’s rivals are no longer Japanese watchmaking firms like Seiko, but rather other “affordable luxury” Swiss brands, such as Rolex, Cartier, and TAG Heuer. So the following question comes to mind: how exactly did this brand become a luxury brand in the 1990s?
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© 2014 Pierre-Yves Donzé
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Donzé, PY. (2014). Omega’s Choice. In: A Business History of the Swatch Group. Palgrave Macmillan, London. https://doi.org/10.1057/9781137389084_7
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DOI: https://doi.org/10.1057/9781137389084_7
Publisher Name: Palgrave Macmillan, London
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