If Omega’s American agent was obliged to import 19 and 20 jewel Seamaster XVIs, product value and positioning issues would emerge at the retail end where it was important to ensure a price differential between the 500 dollar top-of-the-line Constellation and this new commemorative piece for the Olympics. By negotiating with Omega to produce an exclusive U.S. version using the 17 jewel calibre 470, Norman Morris was able to keep the retail price under U.S. $375.00. The U.S. market was emerging as one of Omega’s biggest, and the company recognised that there were compelling commercial reasons to accede to its agent’s request.
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