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2025 Swiss Watch Brand Sales: Omega Drops to #5

breitling longines omega rolex speedmaster swiss watch sales tudor
T
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ErichKeane ErichKeane
The constellation line is pretty bad too. So little of the heritage is available, to the point that the globemaster is basically the only 'good' looking not-special-release version.


TBH, the Moonswatch helped Omega a ton, and history will show that it got a ton of folks (myself included!) into the brand.

I like the variety as well, there is something for everyone. It seems to me that it would cut on PROFITS, but not sales. Do we really think people are going into the AD, saying "boy, I love that watch there, but there is ALSO a blue and a green one, so I'm going to buy a Rolex instead"?.
I like the variety to a certain extent. They do it well with some lines, but not others. I don't agree that there is always something for everyone. I'll use the Diver 300M, and Aqua Terra as examples. The AT line is done well. I can get the same watch in multiple different case sizes. If I want a black dial, steel AT on a bracelet, I have four different case sizes to choose from.

If I want the Diver I have one case size (I'm not including the chrono or other unique versions) I can pick from. A quick glance at the website shows 46 different versions. Every single one the same case size.

The 42 mm Diver case just does not work for my wrist. The AT 38 mm does, but unfortunately I'm not in the market for AT. Would love a new Diver though. Just not at 42 mm.
 
502 to right
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I'm not a Swatch Group investor so I don't care. If Omega makes watches I like and want, I buy them. If they don't, I don't buy them. Rankings mean nothing to me.
 
Lode_Runner
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When you dig into that Morgan Stanley report, it becomes clear why Omega is under pressure. The Swiss watch industry is experiencing the same kind of “K-shaped” split seen across the broader economy, where growth is increasingly concentrated among a smaller, ultra-wealthy customer base. The report notes that watches priced above CHF 50,000 (roughly $65,000) represented only about 1.4% of total export volume in 2025, yet accounted for approximately 37% of total export value. In other words, the real money is being made at the very top. It’s no surprise, then, that brands like Patek Philippe, Audemars Piguet, and Richard Mille are generating outsized revenue on production numbers that are a fraction of Omega’s. It also explains why Rolex continues to push precious metal references so aggressively—gold and platinum models carry materially higher margins than stainless steel, and that’s where the profit leverage now sits.

Omega is in a particularly difficult position within this market dynamic because it is effectively the largest player competing for what remains of the traditional Swiss watch market once the ultra-wealthy segment is carved out. At the same time, Omega suffers from brand diffusion: it is trying to be everything to everyone. It has stretched its catalog across too many price tiers, styles, and narratives, blurring what the brand actually stands for. In chasing the broad “aspirational but not ultra-wealthy” buyer, it has failed to present a sharply defined identity, leaving the mid-luxury segment increasingly vulnerable to competitors with tighter positioning. Tudor has claimed the modern tool-watch value story, Breitling has refocused on aviation-heritage sport watches, and IWC has leaned into clean, masculine engineering aesthetics. By contrast, Omega feels scattered, simultaneously luxury, entry luxury, heritage, fashion, space, Bond, Olympics, vintage, and innovation, resulting in weaker brand clarity and less urgency for buyers choosing among similarly priced alternatives.
 
sheepdoll
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Has little effect on the vintage market.

They made some of the best mass produced watches ever made.
 
D
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sheepdoll sheepdoll
Has little effect on the vintage market.

They made some of the best mass produced watches ever made.

True enough.
However, that doesn't count for much when people are able to preference another brand for one reason or another and spend their money accordingly now days.
Having said that, coming in behind the top 4 on the list is a fairly reasonable achievement all things considered and with a focus on the brand names.
Then i can remember a time way back in the day when Omega were considered by those who knew what they were dealing with, for Omega to be prefered over Rolex as a timepiece.
The day that omega slips below Longines in this modern era, that would concern me personally. Not that i see anything wrong with Longines at all.

Also as they say.
Past performance doesn't guarantee equivalent performance in the future.
I'll be doing my bit for Omega and picking up a new Speedy pro and a 4th gen PO at some point.
 
scapa
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Unsurprised.

I own several Omegas, but am unlikely to buy another one at current prices. Other brands are often more interesting in terms of design, including stablemate Longines, and I've struggled to justify the near-doubling of prices on key models like Speedies and Seamasters since 2018, Especially when the SMP 300m is pretty much unchanged since then.

I find Longines much more appealing as a brand these days. More striking and coherent design, equivalent or close enough build quality, often more wearable, and 1/2 the price or less. In fact I'm just about to list a Seamaster that I can't justify keeping around to wear infrequently.

Have always loved the marque and hope they find their way. But I find myself reaching more often these days for my 60s SM DeVille, with its rattly bracelet and over-polished case. It ain't gonna knock out a determined shark. But it has slimness, wearability, and... charm.
 
Radius321
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scapa scapa
Unsurprised.

I own several Omegas, but am unlikely to buy another one at current prices. Other brands are often more interesting in terms of design, including stablemate Longines, and I've struggled to justify the near-doubling of prices on key models like Speedies and Seamasters since 2018, Especially when the SMP 300m is pretty much unchanged since then.

I find Longines much more appealing as a brand these days. More striking and coherent design, equivalent or close enough build quality, often more wearable, and 1/2 the price or less. In fact I'm just about to list a Seamaster that I can't justify keeping around to wear infrequently.

Have always loved the marque and hope they find their way. But I find myself reaching more often these days for my 60s SM DeVille, with its rattly bracelet and over-polished case. It ain't gonna knock out a determined shark. But it has slimness, wearability, and... charm.
if i was to start my whole collection again, is there anything id actually want in the current catalogue bar the snoopy ? think thats a pretty damning state of affairs for omegas line up
 
Caliber561
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Radius321 Radius321
if i was to start my whole collection again, is there anything id actually want in the current catalogue bar the snoopy ? think thats a pretty damning state of affairs for omegas line up
I think the Aqua Terras are still pretty neat, and fairly underrated. But like most of Omega's modern offerings, could benefit from a slimming.
 
scapa
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Caliber561 Caliber561
I think the Aqua Terras are still pretty neat, and fairly underrated. But like most of Omega's modern offerings, could benefit from a slimming.

I owned the blue/ white model and liked the watch a lot, especially the dial. But I did find it awkward on my wrist, and eventually swapped it out.

Still own the OG FOIS, and will likely never sell it. And a 300 Heritage that is a brilliant summer wear. But not much else Omega grabs me nowadays.

Plenty of possibilities for killer new releases, of course. But oddballs like the new First Light and the incessant price increases here at least make new Omegas much less interesting to me.
 
Radius321
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Caliber561 Caliber561
I think the Aqua Terras are still pretty neat, and fairly underrated. But like most of Omega's modern offerings, could benefit from a slimming.
idk i like the aqua terras but they are a smidge under 6,000 now, spend another 10% you can get a new 3861 black - and for less you can have your choice of better neo-vintage releases, the gemini speedy is like 5k ? same with the CK2915 re-edition
 
dsio
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Radius321 Radius321
idk i like the aqua terras but they are a smidge under 6,000 now, spend another 10% you can get a new 3861 black - and for less you can have your choice of better neo-vintage releases, the gemini speedy is like 5k ? same with the CK2915 re-edition
The 1861 Speedys in general were among the cheapest watches in Omega's entire lineup prior to the Cal 3861 release, and they made them in such large numbers that the market is indeed full of them. Its a pretty compelling option for sure on the used market, the Gemini IV I'd jump on at $5k they're amazing and weren't made in huge numbers, one of the ones I most regret selling.
 
Radius321
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dsio dsio
The 1861 Speedys in general were among the cheapest watches in Omega's entire lineup prior to the Cal 3861 release, and they made them in such large numbers that the market is indeed full of them. Its a pretty compelling option for sure on the used market, the Gemini IV I'd jump on at $5k they're amazing and weren't made in huge numbers, one of the ones I most regret selling.
baffles me you can pick up an ST1 for cheaper than the new panda no brainer to get the ST
 
M
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Omega CEO, marketing and design team all need to be fired. What Omega has been mostly doing since 2021 is a big let down, no meaningful releases except for quite few, flooding the market with endless releases of basically same watches which sometimes overlap with other models, no major technical enhancement, case thickness and bracelet remain relatively thick and undesirable for a big portion of their offerings.
 
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