How to Save Omega
Intro - Morgan Stanley and the response of the nerds
On a recent article I mentioned that Omega is losing its way, mainly by trying to become Rolex on the department of time creep, and by trying to hunt for whales rather than remaining on the more attainable end of the market.
Instead of remaining on the overly critical side of the argument, while I was writing the last article I could not stop thinking on the many ways Omega could be saved or, at least, return to its glory days.
This was only exacerbated by the release of the Morgan Stanley Swiss watch report, in which Omega (well the Swatch group in general) took a massive hit, going from third in 2024 to fifth in 2025, which is worrying in many aspects, not only for the brand itself, but for the watch market in general.
This sparked a ton of conversations in the watch space. And with me already having some ideas on how to save Omega since About Effing Time was on air, I could not let the opportunity pass. Therefore, I want to start a small 3 part series on how we can save Omega.
In part 1 we will reorganize the linep and simply cut any models we do not need or give the brand uneccessary bulk in the catalogue, meeting and reviving some familiar lines along the way.
Part 2 will focus on the economic side of the brand and see how they can stop catering to whales on market that depends on sardines and tunas.
And lastly on part 3, we will explore the aspects in which the brand can win back some market share by stop diluting itself in front of the masses and the collectors.
Bear in mind, this was supposed to be the opening lines of part 1, but the article was about to reach a 20 min in reading time, therefore I did this small introduction to simply separate it and make it more digestible.
This Sunday part 1 will be published and it will still certainly be, as far as I know, the longest article in terms of reading time, and I hope that with it we can now truly share a unified line-up for the company we love.
Sorry for the belated posting, Fallas is just a crazy season in Valencia.
As always…
A storied brand to be sure. But would they who know better even bother reading what we think. After all, with the exception of the fixing of the short hands Explorer, even the Crown would to deign to offer an olive branch of acknowledgement to we the faithful.