Omega's New Upmarket Direction

Having seen the new Baselworld models, the Cal 9300, and the new pricing, its very clear that Omega is throwing the gauntlet down to Rolex, who frankly are not doing a great deal of anything at the moment. The quality of the new models, from movements, to calibres, to dial finishing and design are nothing short of stunning. When the first Planet Ocean Liquid Metal came out, I looked at it and said that it didn't look like an Omega, it looked like a JLC, in terms of the attention to detail, care, and quality. There's definitely the substance in the products now, and that's only going to increase with time, but there are two things that arise out of that.

Firstly, is there going to be a market vacuum in the price segment between the likes of TAG Heuer and brands like Rolex, and secondly, is Omega's marketing division going to be able to do enough to make the phrase "Its a Rolex" irrelevant from watch buyer's minds, and overcome the marketing Goliath that is Rolex?