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If you want to beat the compition you need to concentrate on 5 things IMHO:
1. The movement is the heart of any watch and needs to keep time really well, be bullet-proof and easy to service. Design must be from the ground up and excellence unchallenged. Omega has a rich heritage in this regard but is sadly lacking at present.
2. A timeless design. If you take time out, sit down and do it right from the word go, you don't need to change models frequently. There are designs in the aircraft, musical and watch industries which are so good that they haven't changed in 50+ years. Costly re-tooling is eliminated and profits are up.(Are you listening Mr. Hayek?)
3. Competitive pricing.
4. Unrivalled after sales service. If your product is ultra reliable, you can afford to splash out on this one.
5. Marketing strategy. There have been plenty of great ad campaigns over the years. All have one thing in common: the customer must be made to feel that he/she is getting something truly special.
Just my 2 cents.
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