The forerunner of Omega was founded at La Chaux-de-Fonds, Switzerland in 1848 by 23-year-old Louis Brandt, who assembled key-wound precision pocket watches from parts supplied by local craftsmen. He sold his watches from Italy to Scandinavia by way of England, his chief market. After Louis Brandt's death in 1879, his two sons Louis-Paul and César, troubled by irregular deliveries of questionable quality, abandoned the unsatisfactory assembly workshop system in favour of in-house manufacturing and total production control. Due to the greater supply of manpower, communications and energy in Biel, the enterprise moved into a small factory in January 1880, then bought the entire building in December. Two years later the company moved into a converted spinning-factory in the Gurzelen district of Biel, where headquarters are still situated today. Their first series-produced calibres, Labrador and Gurzelen, as well as the famous Omega calibre of 1894, would ensure the brand's marketing success.

 

Louis-Paul and César Brandt both died in 1903, leaving one of Switzerland's largest watch companies — with 240,000 watches produced annually and employing 800 people — in the hands of four young people, the oldest of whom, Paul-Emile Brandt, was not yet 24. Brandt was the great architect and builder of Omega (Omega SA, 2009). His influence would be felt over the next half-century. The economic difficulties brought on by the First World War would lead him to work actively from 1925 toward the union of Omega and Tissot, then to their merger in 1930 within the group SSIH, Geneva. Under his leadership, and from 1955 that of Joseph Reiser, the SSIH Group continued to grow and multiply, absorbing or creating some fifty companies. By the seventies, SSIH had become Switzerland's number one producer of finished watches and number three in the world.

 

Omega made its debut in sports during the international ballooning for the Gordon Bennet cup contest timing several events. The British Royal Flying Corps decided to choose Omega watches in 1917 as their official timekeepers for its combat units, as did the American army in 1918. Omega was the first company to be entrusted with the official timekeeping of all disciplines at the Los Angeles Games in 1932. From sports to scientific scuba-diving, the Omega Seamaster line was created.

 

One of Omega's most noteworthy achievement was the world record of accuracy granted by the English observatory of Kew-Teddington in 1936.

 

In 1952, Omega was also awarded the Olympic Cross of Merit for "exceptional services to the world of sport".

 

 

The Omega Speedmaster was created in 1957. After rigorous evaluation and testing, NASA decided to use the "Omega Speedmaster Professional Chronograph wristwatch in 1965 as its official timekeeper. In 1967, the one millionth chronometer was certified.

 

On 21st July 1969, astronaut Neil Armstrong became the first man to step on the moon. As he made the famous steps quoting "one small step for man, one giant leap for mankind", he was wearing his Omega Speedmaster Professional chronograph. With this unique accomplishment came a unique nickname: the Moon Watch.

 

 

In April 1970 the Omega Speedmaster rescued the Apollo XIII mission from a potential disaster, earning Omega the "Snoopy Award", the highest distinction granted by NASA.

 

The Russian Space Agency also chose the Omega Speedmaster chronographs to accompany their astronauts.

 

While Omega watches and Rolex had dominated in the pre-quartz era, this changed in the 1970s. That was when Japanese watch manufacturers such as Seiko and Citizen rose to dominance due to their pioneering of quartz movement. In response, Rolex continued concentrating on its expensive mechanical chronometers where its expertise lay (though it did have some experimentation in quartz) while Omega tried to compete with the Japanese in the quartz watch market with Swiss made quartz movements.

 

 

In 1974 Omega produces Marine Chronometer 2400 which is the most accurate and the most technologically advanced wristwatch in the world. This legendary "Omega Megaquartz" marine-chronometer had a daily timing variation of just two thousands of a second, in a trial lasting for 63 days.

 

In its search of elegance, Omega has relied on the most prestigious jeweler designers and created real masterpieces of the highest refinement. As a result, in 1985, Omega received the Triomphe de l'excellence européenne prize for the quality and originality of its models.

 

On the 18th of May 1983, Omega received its 100,000th official rating certificate for quartz chronometers. A museum for the company was opened on 16th December 1983.

 

 

Omega's brand experienced a resurgence with advertisements that focused on product placement strategies, such as in the James Bond 007 films. Bond had previously worn a Rolex Submariner but switched to the Omega Seamaster with GoldenEye in 1995 and has stayed with the latter ever since.

 

Omega watches also adopted many elements of Rolex's business model (i.e. higher pricing, tighter controls of dealer pricing, increasing advertising, etc.) which was successful in increasing Omega's market share and name recognition to become more of a direct competitor to Rolex.

 

The "Omega Speedmaster Professional Chronograph" was the first watch on the Moon, worn by Buzz Aldrin. Although Apollo 11 commander Neil Armstrong was first to set foot on the moon, he left his 105.012 Speedmaster inside the Lunar Module as a backup because the LM's electronic timer had malfunctioned.

 

 

Buzz Aldrin elected to wear his and so his Speedmaster became the first watch to be worn on the moon. Armstrong's watch is now displayed at the National Air and Space Museum in Washington, D.C. Aldrin's is lost. He mentions in his book, Return to Earth, that when donating several items to the Smithsonian Institution, his Omega was one of the few things that was stolen from his personal effects.

 

In 2007, to mark the 50th anniversary of the Omega Speedmaster Professional Chronograph, the Omega watches company unveiled the commemorative Speedmaster Professional Chronograph Moonwatch. The watch had the distinctive features of the first hand-winding Omega Speedmaster introduced in 1957. It was sold in an edition of 5,957.

 

 

 

Omega has frequently been the official timekeeper for the Olympics, beginning with the 1932 Summer Olympics. It was the official timekeeper for the 2006 Winter Olympics and for the 2008 Summer Olympics, and did the same for the 2010 Winter Olympics. For the 2008 Olympics, Omega watches brought out an Olympic edition with its logo on the second hand.

 

 

Providing support to Emirates Team New Zealand and representing the team's official watch, in 2007 Omega introduced the Seamaster NZL-32 chronograph, with the name suggested by the name of the boat that won the America's Cup in 1995.

 

On July 1, 2011 Omega became the official timekeeper of PGA of America through the signing of a five year agreement that will carry through 2016.

 

 

Core Identity: precise and consistently reliable time-keeping.

 

Product scope: Time keeping mechanisms

 

Product Attributes: Timepieces incorporating pioneering technology and aesthetic design. Longer service intervals and accuracy over time, through the coaxial escapement movement developed by the finest craftsmanship in the art of watch making.

 

Quality: High quality products that have been screened through numerous stringent laboratory tests including temperature-resistance, shock-resistance, vibration-resistance and ultraviolet tests.

 

Use Occasion: General time-keeping as well as for situations requiring consistently precise time-keeping such as aviation, pioneering space missions and highly competitive sports including under water aquatics.

 

Users: Sophisticated, elegant and elite high-achievers and champions from the world of fashion, sport and science. Brand ambassadors include- Cindy Crawford (model), George Clooney (actor), Abishek Bachchan (actor), Michael Schumacher (formula 1 driver), Dean Barker (yachtsman), ,Michael Phelps (swimmer), Capt. Eugene Cernan (astronaut)and James Bond (fictional super-spy). Country of Origin: Switzerland (Bienne)

 

Functional Benefits: Consistent time-keeping with long service intervals and accuracy over time.

 

Emotional Benefits: Pride in owning a high-quality, premium watch with a rich heritage and feeling the joy of a watch aficionado.

 

Self-expressive Benefits: Owning an omega identifies one as an elite and sophisticated high-achiever and part of an exclusive group of watch connoisseur.

 

 

 

For 150 years, the Omega spirit has been behind an impressive series of achievements in fields as varied as technology, design and the human adventure. The selection of the Omega Speedmaster Professional Chronograph as the official watch worn by American astronauts was the subject of a famous space-race era rivalry between Omega and Bulova.

 

All subsequent manned NASA missions also used this hand wound wristwatch. NASA started selecting the chronograph in the early 60s and automatic chronograph wristwatches were not available until 1969.

 

However all the instrument panel clocks and time-keeping mechanisms in the spacecraft on those space missions were Bulova Accutrons with tuning fork movements, because at the time NASA did not know how well a mechanical movement would work in zero gravity.

 

 

The Omega Speedmaster Professional Chronograph was the first watch on the Moon, worn by "Buzz" Aldrin. In 2007, to mark the 50th anniversary of the Omega Speedmaster Professional Chronograph, the Omega company unveiled the commemorative Speedmaster Professional Chronograph Moonwatch. The watch had the distinctive features of the first hand-winding Omega Speedmaster introduced in 1957 (Infoniac, 2009). 

 

Omega and Sports:

 

 

Omega has frequently been the official timekeeper for the Olympics, beginning with the 1932 Summer Olympics. Seeing the commercial impact of major sports events, Omega remained the undisputed pioneer in official sports timekeeping with the Olympic Games in Los Angeles in 1932. This was the first time a watch company officially sponsored the Olympic Games, and Omega continued to do so until recently, being "Official Chronometer" over 20 times. Over the past decades, Omega has timed not only the Olympic Games but also the world's largest sports events in all disciplines, which has undoubtedly contributed to the image of Omega as a superlative sports watch in the minds of consumers. It was the official timekeeper for the 2006 Winter Olympics and for the 2008 Summer Olympics, and will do the same for the 2010 Winter Olympics. For the 2008 Olympics, Omega bought out an Olympic edition with its logo on the second hand. Olympic swimmer and multiple gold medalist, Michael Phelps is an Omega Ambassador and wears the Seamaster Planet Ocean. The Olympics, wherever they are held, offer "a rare advertising opportunity for a global company to reach billions of potential customers throughout the world as they are glued to TV screens and cheering for their national teams. Competition, strength, perfection, beauty and endurance are the Olympic values corporations like to associate themselves with."

 

Omega also sponsors sailing tournaments like the America's Cup and the iShares Cup. Providing support to Emirates Team New Zealand (Sailing) and representing the team's official watch, in 2007 Omega introduced the Seamaster NZL-32 chronograph, with the name suggested by the name of the boat that won the America's Cup in 1995. The watch was developed in cooperation with Dean Barker, skipper of Team New Zealand and Omega Ambassador.

 

Omega also sponsors a number of golf tournaments around the world such as the Omega Mission Hills World Cup, the Omega European Masters in Crans-Montana, Switzerland and the China Tour.

 

Sports timing and measurement technologies, although not a core business, play a key role in Omega's brand and corporate visibility.

 

 

 

Golf: 'OMEGA's involvement in golf is longstanding and includes such world-renowned tournaments as the Abu Dhabi Golf Championship, the Dubai Desert Classic, the Dubai Ladies Masters and the OMEGA Mission Hills World Cup in China.'

 

 

Horse racing: Endurance is a relatively young sport but one that is exceedingly challenging for the competitors and their steeds as well as the timekeepers due to the distances involved. The 160-km race requires the horses to be checked by veterinarians at regular intervals along the way before being allowed to continue. Competitors' times must be clocked at the different gates and a complete overview of time maintained throughout the race which can last well over 10 hours. OMEGA earlier this year reinforced its partnership with the Dubai Equestrian Club as second-year sponsor of the H.H. Sheikh Mohammad Bin Rashid Al Maktoum Cup Endurance Race.

 

 

Cinema:

 

The product placement and marketing of Omega through the fictional super-spy James Bond would have to be among the most effective success stories as far as using cinema as a media vehicle for marketing is concerned. Omega has been associated with James Bond movies since 1995. That year, Pierce Brosnan took over the role of James Bond and began wearing the Omega Seamaster Quartz Professional (model 2541.80.00) in the movie GoldenEye. In all later films, Brosnan wore an Omega Seamaster Professional Chronometer (model 2531.80.00). The association between James Bond and the Omega watches began with Goldeneye when Lindy Hemming, the costume designer chose not to equip Bond with the customary Rolex that we had seen so many times before with Connery, Lazenby, and Moore. Hemming thought that the Rolex had become a bit common in the marketplace and was not as distinct and unique as it had been back in the 60's. She felt the Omega gave Bond a more ‘Euro' look, matching his needs as a sophisticated British gentleman.

 

Rolex as a brand has changed a lot since the late 1950's when Fleming chose one for Bond to wear. At that time, Rolex was known as a uniquely well made, durable and "waterproof" watch that cost somewhat more than other watches. Now, decades later, many inexpensive watches meet the functional needs of durability, accuracy, and water-resistance that people used to turn to Rolex for. In this time, Rolex has shifted from being a technically superior, but only modestly well known watch make to being the publicly perceived "leader of the pack" in the luxury watch market.

 

Because of this, many Bond afficionados believe that the OMEGA Seamaster is closer in spirit to what author Ian Fleming would choose for Bond today. The literary Bond would not have chosen a watch based on luxury and flashy name recognition, but on performance. To him, any watch, car, or other implement's primary function is as a tool. Any tool is expendable. The Seamaster offers the comparable performance, style, and weight Bond would have wanted, but without attracting extra attention or making the statement a Rolex does today. With OMEGA's much heavier bracelet on the Seamaster, it would probably make an even better "knuckle duster" as the literary Bond once used his Rolex in a fight. Another possible reason for the change from the Rolex Submariner that Bond had previously worn was a change in the business environment surrounding modern high-profile films and product placement. Omega was eager to participate in high profile co-promotions/product placement opportunities, especially the James Bond franchise, to further its brand image/awareness. It accomplished this by supplying products and finance (something that the conservative Rolex company avoids, presumably because it sees no benefit for itself).

 

 

For the 40th anniversary of James Bond (2002) a commemorative edition of the watch was made available (10,007 units). The watch is identical to the model 2531.80.00 except the blue watch dial had a 007 logo inscribed across it and also machined into the caseback. The band also had 007 inscribed on the clasp.

 

 

Daniel Craig, the current James Bond of Casino Royale, and Quantum of Solace also wears the Omega Seamaster: the Seamaster Planet Ocean (model 2900.50.91) in the first part Casino Royale, and in the latter part (from travelling to Montenegro,) and even goes so far as to mention Omega by name in the film when questioned by Vesper Lynd. In connection with the launch of the film, Omega released an 007-special of the Professional 300M, featuring the 007-gun logo on the second hand and the rifle pattern on the watch face, this being a stylized representation of the gunbarrel sequence of Bond movies.

 

 

Omega released a second James Bond limited edition watch in 2006. This was a Seamaster Planet Ocean model with a limited production of 5007 units. The model is similar to what Craig wears earlier on in the film; however, it has a small orange colored 007 logo on the second hand, an engraved caseback signifying the Bond connection, and an engraved 007 on the clasp. In the newest movie, Quantum of Solace, Craig wears the Omega Seamaster Planet Ocean with a black face and steel braclet (42 mm version). Another limited edition was released featuring the checkered "PPK grip" face with the Quantum of Solace logo over it.

 

In other markets like the U.S. Omega has gone further with a direct marketing promotion aimed specifically at James Bond fans. Moviegoers nationwide will receive a unique movie theater "playbill" (similar to those produced for Broadway shows) with the purchase of a James Bond movie ticket. The "playbill" will contain information about Omega, the film, how to win 007's watch and a trivia challenge.

 

In the U. A. E, like in other parts of the world James Bond has a huge fan following and had massive openings for their latest sequels. As a marketing partner of the production house, Omega, especially for the last two sequels of the movie, made optimum use of the opportunity by advertising their brand by way of co-branding posters and related product displays all over the U.A.E especially in the shopping malls that housed their retail partners and boutiques such as the Mall of the Emirates, Dubai.

 

Lifestyle Magazine:

 

Omega has created "Lifetime", a global lifestyle magazine, as a present to its customers, strongly believing that outstanding print magazines are precious collectors' items and carry emotional and relevant messages very well.

 

The magazine is available to Omega customers worldwide through the company's unique global network of flagship stores and boutiques, all located in the best shopping streets of the most important cities in the world from Beverly Hills to Dubai. Issues are out every March and September and had an initial print run of 100,000 copies.

 

"Lifetime" makes an attractive gift for men and women of 30 years of age and up who share a taste for quality and a strong interest in fashion and urban living. Each issue will focus on a particular theme strongly related to the emotions and interests of our clients and readers. Top journalists and photographers will contribute articles on lifestyle, luxury, sport, design and art, as well as fashion and urban living.

 

Other Events (non sport):

 

Product Launch: In 2006, to commemorate its lunar success, Omega had set up a Lunar Exhibition by presenting Dubai Duty Free passengers a display of the Lunar Rover and space equipment. The event was inaugurated by Christophe Savoiz, Head of the Swatch Group in the presence of Milvin George, Omega Middle East and Africa Brand Manager, Abdul Hamid Seddiqi, the Omega Official Dealer in Dubai alongside Dubai Duty Free officials.

 

The special Speedmaster model created for Baselworld 2005 was launched for the first time in the Middle East and also commemorates the 40th anniversary of the models flight qualification for manned spaceflights missions. The important milestones are celebrated with a distinctive model with a blue dial and matching blue aluminium ring on the steel bezel. Incidentally, the Speedmaster Omega was worn by astronaut Edward H. White during his 36-minute space walk on 3 June 1965.

 

They also participate in annual industry exhibitions and trade shows in the region like International Watch & Clock Fair (IWCF), Watch & Jewellery Dubai and the Dubai International Jewellery Week.

 

 

Omega has used little or no advertising as far as Television and radio in the region are concerned. Outdoor advertising has also been used at a minimum in comparison to their competitors like Cartier and Zenith. Omega's major strategy here in the U.A.E has been the use of print ads in magazines like Friday, Weekend and the Arabian Business Week and in newspaper dailies like the Gulf News. Print ads of the brand are also found to be displayed in major malls around the region like Bur Juman and the Wafi Shopping Mall in addition to the Dubai Duty Free. Below are samples of the kind advertisements that have been used by Omega as of late. It can be observed that these ads have been designed with the objective of building Omega's brand image, especially through the use of their ambassadors. The ambassadors used for their ads here in the region are some of their more famous ones in the region such as celebrities like George Clooney and fictional super-spy James Bond as opposed to their other brand ambassadors from fields like sports and science.

 

 

 

 

Theoretical Framework:

 

A theoretical approach used by Omega to design their advertisements is the means-end chain. This approach suggests that an advertisement should contain a message or a means that leads the consumer to a desired end state which includes the consumer's personal values. The means end theory is the basis of a model called the Means End Conceptualization of Components for advertising strategy. According to this model the attributes of the product are linked to the specific benefits consumers can derive which in turn lead to the attainment of personal value.

 

The leverage point is the message in the ad that links the the attributes and benefits with consumer values.The common message theme of Omega's advertisements is that the successes of individuals are owing to their value for time and a high quality, premium and consistently accurate time piece such as those of the Omega brand makes it possible enabling the consumer to achieve personal values like a sense of personal accomplishment and self esteem.

 

Omega's ads predominantly employ emotional appeals. Emotional appeals are based on 3 ideas. Firstly, consumers ignore most advertisements. Second, rational appeals go unnoticed unless the consumer is in the market for a particular product at the time it is advertised. Third, and most important, emotional advertising can capture a viewer's attention and foster an attachment between the consumer and the brand and this is what Omega strives to accomplish.

 

Message Strategies:

 

A message strategy is the primary tactic or approach used to deliver the message theme, which in the case of Omega has been predominantly, if not completely, affective in nature here in the U.A.E. Affective message strategies invoke feelings or emotions and match those feelings with the product/ service/ brand. Such ads are prepared to enhance the likeability of the product, recall of the appeal, or comprehendsion of the advertisement. Omega implements this affective strategy through emotional advertising that elicit powerful emotions that , in turn, lead the consumer to act, preferably to buy the product and subsequently affect the consumer's reasoning process.

 

Executional Frameworks:

 

In the ad itself, the executional framework is the plot or scenario used to convey the message designed to complete the linkage. An executional framework is the manner in which an ad appeal is presented. It is chosen after an advertising appeal has been selected. Each appeal can be matched with the appropriate executional framework.

 

The executional framework employed by Omega for their ads are mainly authoritative in nature in conjunction with their endorsers. When using the authoritative executional framework, the advertiser is seeking to convince their audience that a given product is superior to other brands. Omega does this successfully through the use of their ambassadors each of whom are individuals in their respective fields be it fasion, arts, science or sports. This is likely to convey to the audience the message that the successes of these individuals are owing to their value for time and if the consumer wants to be a high achiever as well they would be better off with a high quality, premium and consistently accurate time piece such as those of the Omega brand and hence taglines such as "George Clooney's Choice" or "Nicole Kidman's Choice".

 

 

Though Omega has been successful in creating a powerful brand image in the region and the status of being one of the major competitive players in its chosen segment, there are certain recommendations that could be made:

 

- Omega is often mistaken for a prestige watch that just because it competes (with certain select models) in the luxury watches and jewellery category. But this is just the partial truth, the fact that makes it a premium/ prestige watch is not precious jewels/metals that adorn its physical matter used in its manufacture, but is due to that exceptional movement of the time-pieces themselves. OMEGA presents an innovation that redefines the entire theory of mechanical watchmaking especially through its coaxial escapement movement developed in conjuction with master watchmaker George Daniels. To increase the awareness of this trait it is suggested that Omega also use advertisements that employ cognitive strategies and an informational executional framework in combination with their current advertising strategies to highlight their superior quality against competing brands.

 

- Omega could also use their direct marketing strategies that they use in the U.S markets. As the English speaking population in the expat dominated U.A.E is huge can capitalise on the huge visibility available to them through the James Bond movie franchise. Aimed specifically at James Bond fans, moviegoers nationwide could be targeted through unique movie theater "playbill" (similar to those produced for Broadway shows) with the purchase of a James Bond movie ticket. The "playbill" could contain information about Omega, the film, or how to win 007's watch and even a trivia challenge.

 

- As mentioned earlier in the report Omega has numerous ambassadors for their brand around the world, including sports and arts celebrities in developing markets like India and China. Omega could do well by signing on one more brand ambassador from the Arab world from the fields of either science, sports, arts or even fashion in the Middle East, somebody who embodies the qualities inherent with the Omega brand and an individual that nationals from the region can identify with.