The future of Omega vs. Rolex

So a precious metal Speedmaster Professional is no longer a tool watch? Wouldn’t it actually be a really expensive tool watch? 😀

Definitely agree as to the current Constellation line. I have two vintage Connies, a 1962 14900 and a 1964 167.005 and they are so much nicer than the contemporary models. The Globemaster is a step in the right direction. It resurrects the pie pan dial and adds a tungsten carbide scratch proof bezel and the caliber 8900 METAS certified master chronometer movement. It's an impressive watch, but the bracelet is a disappointment.

It's interesting. If you set one brand against the other then Brand recognition alone will drive Rolex to the top because while most watch aficionados recognize both brands, non watch aficionados often, if not always, recognize Rolex but not necessarily Omega (exceptions like @kelsey above notwithstanding).

However, If you DON'T try to compare them side by side then it is easy to see that neither brand is struggling and they both have claim to notable achievements and Iconic status. So I think both brands will stay at the top of their respective games.

BUT, They are not both playing the same game:

Omega is part of a much much larger corporation, the Swiss Watch Group, and as such needs to meet the corporate and sales criteria of that corporation which may or may not serve the individual brand. Hence the double face of Omega, one aiming for high commercial success and the other (perhaps not as dominant today) geared towards continuing the advancement of the horological side of Omega and it's history. To analyze Omega today is the exact same exercise as analyzing other equally Iconic Brands that no longer serve their masters, but a larger holder: Breguet, Winston, Blancpain, Glashutte, Tissot, Longiness, Hamilton...and then Swatch, Calvin Klein, Certina....All part of the Swiss Watch Group

Rolex is not guided by such restrictions and can therefore choose better how much they venture outside of elements that feed directly into the brand perception.

There is no doubt the Swiss Watch Group is successful, but it's global commercial success somewhat dilutes it's affiliated brands. There is no doubt that Rolex is successful, although it's success may keep it from being as Globally available and commercial.

The Swiss Watch Group cannot afford to play coy since it's size alone needs a constant stream of cash tom support it. So it won't stop production of new models and versions.

The Rolex Group because if it's size is very much on the positive side of cashflow and cannot afford to dilute it's brand by over producing watches when, as stated above, they produce enough quantity as it is. It is the distribution that is at fault here, but all those overblown gray and secondary market watches have been purchased and paid for, so the brand is doing just fine. Should they police better their distribution? maybe, maybe they'll get to it some day but it's not exactly hurting them.

Do you think all speedmaster owners know how to use a tachymeter, a PO GMT or a diving bezel?

seen that way I’d say a lot of luxury brands are aspirational.

No.

I get it but my counterpoint is that just because you don’t care about the model or it’s function it does not take away the legitimacy of the purchase.

I’m not talking Rolex here, or any brand. My wife does not know the model number of any of her watches, she just likes them. She could not care less about the brand but just sees me browsing a store or a website and says ... oh I love that one!! That’s so cool!! And gets it.

she has Panerai, Cartier, Rolex, shinola , Hermes etc.

She’s legitimately buying and wearing what she likes. She’s not aspiring to anything or proving anything. She doesn’t even care if they have a battery or not ( other than the fact that I care when we buy them)

Is there anything wrong? does she need to know every function , name, model and history in order to legitimize her taste?

some people don’t care!