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"I also believe Omega produce far too many variations of their lines. If Omega are to compete with Rolex they need to learn from Rolex."
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On this point, I strongly agree. Omega has it's "high visibility" watches (bond style SMP, Speedy Moonwatch, traditional Constellation).
But they have made some real, IMO, odd watches that "water down" the brand identity. The various "limited editions" of Seamasters and Speedmasters just serve a small market niche; people who are officianados of that commemorated event/person.
The vast majority of WISs and affluent people don't care about Jacques Mayol, James Bond, America's Cup, free-diving or Michael Schumaker. The "quick buck" Omega makes from these watches is more than offset by the "watering down" effect...IMO
If I were in charge of Omega marketing, I'd work on these issues, not in order:
1) Like Derek said, retailer education has got to be improved.
2) General reliability of product. (Introduce Six Sigma methodology, if you're an engineer nerd... like me)
3) Market the living daylights out of the co-axial escapement and other top selling models.
4) Drop silly variations on the basic lines. (Apnea...asphixiate the darn thing. America's Cup...leave it to Aud. Pig. Michael Schum - leave him to TAG...who cares. Diamonds on the Aqua Terra...barf. Bond-style GMT - a terrible conglomeration of functions. The X-33, it might be flight-approved, but it sure doesn't sell.
5) Embassadors MUST be ACCOMPLISHED, not just glitzy. Ellen is a step in the right direction.
Just my opinion,
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