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There's gotta be thousands of companies that make these devices with the same exact function: to tell time. What makes some of them stand out is quality and history that amount to presitge.
Now, how do you explain that to the public that can't tell the diference between a Fossil and an Omega? By selling an "Image".
"Sell the sizzle, not the steak." As far as the general public is concerned all watch companies do is sell an image, not a watch. Rolex sells an image that "we are too good for celebreties". Omega counters by "look at all the pretty, successfull people who choose us".
The Omega Seamaster is a great watch. It would be nowhere near as popular it was not for the brilliant James Bond advertising tie in. Lot of people here are into that watch because of it, and having fun with the association the watch gives them.
If it wasn't for subliminal "value" created in a brand, either through celebrities, moive tie ins, sports figures or historical events like WWII, most fine watch owners would be wearing Timex.
For watch enthusiasts there are other considerations, but for 99% of the public, it's all about the image.
T.
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