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2025 Swiss Watch Brand Sales: Omega Drops to #5

breitling longines omega rolex speedmaster swiss watch sales tudor
ac921ol
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That damn price increase they been pumping out. Good Thu deserve to fall some, nothing amazing lately.

Don’t care much for th new PO
Reverse panda is nice, but sorry, it’s gotta be the price in my eyes
 
gbesq
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Of those 10, the value winner is Longines. They are making some gorgeous watches and they are built well.
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bananapeanut
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gbesq gbesq
Of those 10, the value win is Longines. They are making some gorgeous watches and they are built well.
Longines for sure. In fact other brands are definitely catching up to Omega. Take Breitling, for example, they’re back in the game and finally moving away from the oversized, bling-heavy designs. I’m especially curious to see what they do with UG. If they reintroduce the Compax in an accessible way, it could be massive.

It often feels like Omega gets 90% of the way there with a new release, and then adds one small detail that compromises an otherwise great design. Meanwhile, they continue to roll out a flood of references that don’t seem to excite the very audience they understand so well.
 
Tekashi_145.022
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Make the watches a bit smaller and thinner, streamline the number of models, show more thoughtfulness towards designs (e.g., why are there two bracelets for the Aqua Terra?), tighten up the design language… the constant new releases are fun, but the lineup feels bloated and the brand too undisciplined.
 
spacemission
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It's funny to see a predicador trying to sell or trade a tudor watch. That said, I also think longines is gaining points with respect to tudor.
 
Gubbo
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For AP and PP, do you think they are selling more watches than before, or just charging a whole lot more for selling roughly the same amount of watches?
 
foxtrot
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is in Seamaster line where they make shots in all directions...PCL's in divers, strange lugs, big dimensions...just think if they have stick to the planet ocean POLMLE and evolve on that model...once they have a winner they make it limited edition.
Extremely stubborn with dimensions.
 
mjb
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Gubbo Gubbo
For AP and PP, do you think they are selling more watches than before, or just charging a whole lot more for selling roughly the same amount of watches?
I would think it's a bit of both. Note that the chart compares pre-Covid sales to post-Covid, when all of these things just went nuts.
 
nicolamilton
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At least in Spain we are enjoying % discounts that I haven't seen in years. From 10% in hottest model (example reverse panda), to 25% in regular Speedmasters pro, 30% SMP, even 40% in especific models.
Also applies to other brands such as Tudor (around 20%), Longines (30-35%), etc.
 
texasmade
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Gubbo Gubbo
For AP and PP, do you think they are selling more watches than before, or just charging a whole lot more for selling roughly the same amount of watches?
They're selling more watches for a whole lot more money. If you think it's just Omega with the price increases, AP/PP are probably just as egregious. Only difference is only the really wealthy can buy AP/PP now so those price increases don't impact us.
 
bsowers34
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Rolexes sold, not delivered most likely. Around here you pay and wait a couple years.
 
blufinz52
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bsowers34 bsowers34
Rolexes sold, not delivered most likely. Around here you pay and wait a couple years.
You paid for a Rolex but had to wait to get it?
 
Archer
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bsowers34 bsowers34
Rolexes sold, not delivered most likely. Around here you pay and wait a couple years.
It’s the CPO program. They charge more for a used CPO watch than the new model costs. This was their way of capitalizing on the higher prices in the secondary market.
 
Dan S
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It's interesting that the three Swatch group brands had decreasing sales since 2019, while every other brand on that list had a really significant increase in sales since 2019. Not just relative to the Swatch brands, but in absolute terms.

Granted, most of the brands increasing sales were higher end, except for Breitling.
 
SC1
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Omega needs to lean backwards into their history, be who they are - stop trying to compete with Rolex (the best way to win any race is to focus inward and be your own stiffest competition), reduce the confusion and clutter in their catalog and price themselves as they once did -- obtainable luxury that offers value for the dollar instead of the common plot amongst the watch crowd ~ "if I like it and want it, wait until it appears in the pre-owned world and save considerable money."

They continually shoot themselves in the foot.

Their current pricing just presses people to lean toward Rolex.

Cartier is doing it right - zero fucks given, doing what they do, staying true to their ethos, and climbing upward.
 
bsowers34
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blufinz52 blufinz52
You paid for a Rolex but had to wait to get it?
I have not, but my coworkers have. I won't play that game.
 
blufinz52
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bsowers34 bsowers34
I have not, but my coworkers have. I won't play that game.
I wouldn't either. Fortunately I didn't have to pay in advance for the 2 Rolex I bought at an AD.
 
blufinz52
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Archer Archer
It’s the CPO program. They charge more for a used CPO watch than the new model costs. This was their way of capitalizing on the higher prices in the secondary market.
Often times more than the grey market prices. It's crazy.
 
McBeardy
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nicolamilton nicolamilton
At least in Spain we are enjoying % discounts that I haven't seen in years. From 10% in hottest model (example reverse panda), to 25% in regular Speedmasters pro, 30% SMP, even 40% in especific models.
Also applies to other brands such as Tudor (around 20%), Longines (30-35%), etc.
Would love to pick a Speedy Pro 3861 sapphire sandwich 25% off RRP in the UK. Lucky those in Spain
 
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