zOwie Omega Discussion Forum

Forgive me for the length of this post, but I feel I need to explain everything that has transpired. In a nutshell, my reason for posting is to inform everyone that my Omega dealer is no longer an authorized retailer.

Two weeks ago my AD called Omega to find out why his recent order hadn't arrived yet. When he called, he was told his account was "inactive". He immediately called his sales rep who then told him his AD status had been revoked. When he asked why, he was told that Omega could not discuss that with him.

Fast-forward to yesterday. My AD had arranged a meeting with the President of Omega USA and the head of Swatch Group USA in Secaucus, NJ. During that meeting, both had apologized for the way the situation was handled by my AD's sales rep, but insisted that they could not reinstate my AD's status. They told him that Omega is headed in a new direction that involves selling more complicated, high-end watches, and they only want to sell in stores that carry such brands. Since my AD's two most exclusive lines are Omega and TAG, Omega didn't feel my AD adequately represented the direction Omega wants to head in.

So, after 25 years of carrying the Omega brand as an authorized retailer, my AD was simply "thrown to the curb". In my mind, this is inexcusable on Omega's part. However, it does confirm all of the rumors we have been hearing about Omega wanting to move more "upscale" and lower the number of AD's to make the brand more "exclusive". This is EXACTLY what happened to my AD, and since my AD heard this right from the mouth of Gregory Swift, the President of Omega USA, there is no doubt these are no longer just rumors. My AD was reassured that their dismissal had nothing to do with not meeting sales quotas, not carrying enough inventory, or anything else. My AD is located in Manhattan, so he was never hurting for business.

This is not a case of sour grapes, either. My AD spent the last two weeks fighting to KEEP his AD status. He didn't want to give up a brand that sold so well for him over the past 25 years. He was the fourth AD in the New York City area to lose his AD status in recent months, so more cuts are certain to come. With the Swatch Group having bought about a 20% share in Tourneau earlier this year, it appears that Omega also wants to eliminate the competition to this high-end retail chain that also, by coincidence, happens to be located in New York.

Personally, I am angry at the way my AD was treated by Omega, I am angry that Omega would just throw away a 25 year partnership with my AD because his business isn't considered "prestigious" enough, and I'm appalled that these "more complicated, high-end watches" that Omega is developing are the LEAST RELIABLE movements in their catalog. Prove to me that the 33xx series is fixed once and for all, and then I'll buy Omega's claim that they really do know how make reliable, high-end movements.

To the hundreds of you who have purchased Omega watches from my dealer over the years, he asked me thank you all for your business. Also, he wants me to inform you that Omega has made it abundantly clear that your factory warranties will not be affected by his loss of his AD status. They will still be honored in full.

Lastly, Omega has allowed my AD to sell his remaining inventory with the full Omega factory warranty, so he will be sending me a list of the pieces he has left. You can e-mail me at jwrochowicz@cfl.rr.com if you are interested.

This situation certainly has left a bad taste in my mouth regarding Omega's business practices. I'm worried as well about Keith and Turbinator and Chuck's AD, since he is also a small, independent store whose most prestigious brand is Omega. Omega may have been most aggressive with their AD cuts in New York City since it's the largest city in the country, but there's no doubt that further cuts are coming. I can see the day when we'll only see Omega watches in Tourneau and in Omega's "boutiques". This is a sad, sad, day.

Thanks for listening,
John

P.S. From here on, if anyone e-mails me privately for an AD referral, I will be referring them to Keith and Turbinator and Chuck's AD. He is a first-class dealer, so if you're going to continue to buy Omega watches, I think it's best to give this fine gentleman your business.