One of the three authorized dealers in my area has just bit the dust. Just as I was opening my mouth to ask the salesperson why they're no longer carrying Omega, she said "Don't ask why." I asked anyway and she said that they don't sell the numbers that Omega is expecting. Apparently Tag sells well because of the trendy designs and price point. Rolex sells to those looking for a high-end watch. Omega is caught in the middle and the watches sit in the display case for a long time. I like the quality/price intersection of Omega watches, but I guess I'm a minority. Maybe that's why Omega is moving up-market.
The only two authorized dealers left in my area are big chain jewelry stores: Ben Bridge and Jared. Perhaps Omega doesn't require a per store sales figure, making it easier for these chains to reach the quota because they operate so many stores. Unfortunately the sales people that I've talked with in these stores know next to nothing about Omega. The sales person I talked with at Jared had a delightful personality, but she had never heard of the moonwatch, product tie-in with Casino Royale, or co-axial escapement. She recommended the Planet Ocean with the orange bezel because the orange would match Boise State's colors. (I was wearing a Boise State fleece jacket.)
Moving up-market is going to be a challenge for Omega. I think that to be successful, Omega will need to make stylish yet classic watches with complications that Rolex doesn't offer. Any Omega models comparable to a Rolex will need to be of a higher quality but priced less. The sales people need to receive training on Omega's history and products. Finally, Omega will need to step up its marketing to win over the people that think they're buying an inferior product if it isn't a Rolex.
