In conversation with Raynald Aeschlimann, President & CEO of OMEGA (Exclusive interview)

How has your company performed in 2017? What are your expectations for 2018? –

2017 was very positive for OMEGA. The last several months showed double-digit growth in terms of sales. That was very encouraging, especially considering the industry’s challenges in recent years, and shows that we are still connecting well with today’s consumers and moving in the right direction. For 2018, I’m expecting the trend to continue. We’ve identified a lot of strengths and new projects that we think will keep OMEGA moving forward.

Are there any particular regions or markets that outperformed or underperformed?

China and Hong Kong, as always, were key markets. A return of confidence in that region helped the entire luxury sector in general. I would say that the USA has been growing fantastically well for OMEGA. We have positioned ourselves very well in that market, particularly with the launch of our e-commerce and it’s great to see.

What is your approach to stand alone boutiques?



OMEGA places a lot of importance on its global network of boutiques. Its where our products, sales and customer service all comes together. In a time when e-commerce is on the rise, our boutiques still offer a very personal experience. Watch buying requires a lot of consideration. You sometimes need to see a product and feel it on your wrist to know if it’s right for you. So a boutique is the perfect place to get the advice and understanding you need.

Since last year, you have appointed new brand ambassadors. What was the motivation?

With Presley and Kaia Gerber, it was about showing the shifting generations of OMEGA fans. It shows that we are a global brand that is evolving, but still relevant to people of all ages. As the children of our long-standing ambassador Cindy Crawford, they have a genuine connection to OMEGA. They represent the younger buyers and watch fans who are now emerging in the world. Presley and Kaia have obviously grown up with our brand and their family bonds resonate very well with our message.

Which do you consider the 3 top disruptors of your industry?


Being inactive is dangerous for the industry. In other words, all brands need to keep innovating and reaching for better standards. If the industry stands still, then the products will stop being aspirational. Luckily, OMEGA is one of the best examples of a pioneering brand. We are always pushing ourselves further and finding new ways to appeal to customers.

In balance to that, I would also say that the industry needs to always retain its spirit. If you forget your identity as a brand, it can turn people away. You should innovate, but also remember your heritage and core values. That gives any company longevity.

And external factors can obviously disrupt the industry. For example, economies, tourism and politics often have effects on the whole luxury sector. They are beyond our control, but can have a big impact.

Considering the international context, an increasing number of brands have been introducing lower priced watch collections. What is your approach?

People often like to concentrate on “price”. But the key word for me is “value.” OMEGA is well-known around the world for offering watches that are excellent value for money. Our designs, innovation and materials are the absolute highest in the industry. Yet, in terms of luxury watches, our prices remain very reasonable. We don’t want to lower our watchmaking standards or quality just to achieve a lower price. Equally, a customer shouldn’t make their decision because something is “cheap.” As I say, everything is about value, and OMEGA is the best in that regard.

How important are the Olympics for your brand!?



The Olympic Games is one of the key foundations of the OMEGA brand. We’ve been timing events since 1932 and it has been an invaluable way to show our innovation and precision, and that we are a brand you can trust. We pride ourselves on supporting the athletes with unrivalled precision and recording their dreams. It’s an event that allows us to share our best qualities with the world.

Major international brands have introduced a second hand business. What is your take on this!?



OMEGA has an incredible heritage that we cherish and love to promote. Each watch is a chapter in our story. We do actually have an OMEGA vintage boutique in London. This is the only one in the world. Aside from that, we have an OMEGA museum in Bienne that is incredibly knowledgeable and provides an invaluable resource for researching, cataloguing and restoring vintage OMEGA timepieces. Up to 15 people at our OMEGA HQ in Bienne are also tasked with vintage watch care. So as you can see, we are already deeply involved in this area.

Which are today’s most efficient marketing tool for your brand?

Social media is an obvious but very influential tool. It’s immediate and creative, and allows us to highlight campaigns and connect directly with fans. It also allows us to be visible every day. But again, OMEGA is trying to be innovative even with its social media. Last year, we launched the first “Speedy Tuesday” watch. It was only marketed on Instagram and only available to buy online. That watch sold out in less than 5 hours. It really showed the power of social media and the online watch community.

What is the importance of digital?

I think it’s necessary for any brand today to have a good digital presence. Almost everyone in the world is connected online in some way. We all live our lives through digital platforms. That’s why OMEGA is now investing a lot of time in its website experience and e- commerce. We know that this is how many consumers connect with a brand these days, so it’s important that our digital is at a high standard.

Many watch brands collaborate with peers from other sectors. Besides your involvement in golf, do you have any such future plans?

OMEGA already has many partnerships outside of golf. We are heavily involved with international sailing and Emirates Team New Zealand. We work closely with sporting organisations such as FINA in swimming, the IAAF in athletics and the IOC for the Olympic Games. We also have close connections with social organisations such as Orbis International and GoodPlanet Foundation. So in terms of the future, we intend to continue these valuable partnerships and grow them even further.

How was Baselworld 2018 for you?

As you’ve maybe already seen, we’ve had a great response to our novelties from Baselworld this year. In particular, our new Seamaster Diver 300M collection was received very well. Also the Seamaster 1948 Limited Edition watches and the new Speedmaster Dark Side of the Moon Apollo 8. All of these watches generated a lot of conversation and opinions, which is always great to see.

Raynald Aeschlimann, President & CEO of OMEGA