In recent years, Omega has been aggressively challenging rival Rolex for the title of top selling global luxury watch brand. Omega’s latest strategic marketing move shows its determination to conquer the world of golf, one of key lifestyle associations of the Rolex brand.
Omega has recently confirmed the extension of the company’s sponsorship agreement with the PGA America through 2022. Omega has been sponsoring smaller tournaments in Europe in Asia, however, the U.S. deal opens up a much larger market. The extended agreement also includes advertising on golf telecasts of PGA of America championship events, marketing support for the PGA’s player development efforts and support for PGA members and their facilities.
Omega’s annual marketing budget is estimated at over US$ 100 million.