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Profound Marketing Strategy of Omega – With STP Analysis & Campaigns

Updated on: Dec 19, 2022
marketing strategy of omega - featured image

In our previous article, we learnt in detail about the marketing strategy of a really fascinating brand, Cartier. In this article, we are going to elaborate on the marketing strategy of Omega.

The objective is to help you gain insights into Omega’s company story, their STP analysis and various marketing tactics that they use to promote their business.

Marketing is an essential aspect of a company that may make or break it. Marketing has transitioned to the digital world along with users from all over the world. Check out the CEO of IIDE Karan Shah’s Free MasterClass on Digital Marketing 101 if you’re interested in modern digital marketing.

We will fully cover the marketing strategy of Omega in this blog. Before we begin our deep dive, let us start by learning the company’s story and then proceed to its target audience and digital presence.

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About Omega – 

marketing strategy of omega - logoSource – Wikipedia

Louis Brandt established the La Generale Watch Co., the progenitor of Omega, in La Chaux-de-Fonds, Switzerland, in 1848. He manufactured precision key-wound pocket watches from components made by nearby artisans. He shipped timepieces from Italy to Scandinavia via his main market, England.

His two sons Louis-Paul and César created a ground-breaking internal manufacturing and whole production control system in 1894 that permitted the interchangeability of component parts. La Generale Watch Co.’s Omega brand was used to promote watches created using these methods. The popularity of the Omega brand by 1903 prompted La Generale Watch Co to separate Omega as a separate business, and the Omega Watch Co was formally established in 1903.

Swiss luxury watchmaker Omega SA is headquartered in Biel/Bienne. Louis Brandt established the La Generale Watch Co. in La Chaux-de-Fonds, Switzerland, in 1848. After adopting the name Omega in 1903, the business changed its name to Louis Brandt et Frère-Omega Watch & Co.

The business launched its museum in Biel/Bienne and changed its name formally to Omega SA in 1984. A division of The Swatch Group is Omega.

Because of its sophistication, the brothers gave the movement the name “Omega”. It represented the pinnacle of achievement and the “last word” in watchmaking success, much like the final letter of the Greek alphabet. In 1903, the entire business was renamed “OMEGA” in recognition of that accomplishment.

The U.S. Army began using Omega timepieces for its combat forces in 1917, the British Royal Flying Corps in 1918, and NASA for Apollo 11 in 1969. Omega has kept time for the Olympics since 1932 and is currently in charge of keeping time for America’s Cup yacht competition. Omega was a key associate of the Winter Olympics in 2022.

Quick Stats

CEO Raynald Aeschlimann
CMO
Area Served Australia/Austria/ China/Denmark/France/ Germany/Italy/Japan/South Korea/ Spain/Sweden/Switzerland/ Taiwan Region/ United Kingdom/ United States
Industry Watchmaking
Market Revenue $100M-$250M
Vision
Tagline “Omega – Exact time for life”

 

Marketing Strategy of Omega –

There are various factors to consider in a perfect marketing strategy, let’s start the case study on the marketing strategy of Omega revealing its STP Analysis.

Segmentation, Targeting and Positioning

Omega segments its products into high-end, luxurious watches.

Omega targets men and women from the high-income category as they are their ideal audience.

The positioning of omega is such as the luxury watch company is known for its focus on accuracy, precision, and innovation.

Marketing Campaigns 

marketing strategy of omega - marketing campaign

A new digital marketing campaign from Swiss watchmaker Omega invites customers to share their personal interactions with the company.

Omega shared a short film called The Collection as a part of the campaign that shows the timepieces being worn in regular, everyday scenarios like going out to eat or playing a round of golf. Customers can share pictures of themselves wearing Omega clocks in their daily lives on the campaign’s social media page.

The Collection, a short film from Omega, demonstrates watches being worn by regular individuals as they go about their daily lives. Consumers may readily relate to this campaign since they can relate to the characters in the advertisement.

marketing strategy of omega - marketing campaign

Omega has launched a global marketing campaign to mark the tenth anniversary of its ground-breaking Co-Axial escapement.

In the advertising, brand advocates for Omega may be seen wearing the magnifying glasses that watchmakers prefer, called loupes.

The “Watchmaker Wanted” advertising by OMEGA, which included an image by Greg Williams of George Clooney sporting a lab coat and a loupe, served as the inspiration for the campaign’s aesthetics.

Buzz Aldrin, the first person to set foot on the moon wearing an Omega Speedmaster, may be shown in one of the new commercials with the title, “It’s not rocket science. But it’s not far.

When faster isn’t better, says Formula One champion Michael Schumacher’s Co-Axial commercial, describing the motions’ continuous, steady performance.

The advertisement features all of Omega’s rising ambassadors, including George Clooney, Michael Phelps, Nicole Kidman, Cindy Crawford, Zhang Ziyi, and Sergio Garcia.

Social Media Marketing 

  • Facebook: 1.9M
  • Instagram: 3.5M
  • LinkedIn: 101K
  • Twitter: 271.7K

Omega is most active and followed on Instagram with 3.5M followers. They usually post promotional content for the watches and new product launches.

SEO Strategies 

marketing strategy of omega - ubersuggest seo screenshotSource – UberSuggest 

According to the SEO Standards, a number of keywords – below 500 is bad, above 1000 is good, 10,000+ is amazing and as seen in the image above omega has 344K+ organic keywords which are remarkable. 

Omega has monthly visits of around 6.2M which is astonishing as above 20000 visits a month is good. 

This shows that omega has an amazing and impressive SEO strategy.

Influencer Marketing

Omega has collab with some famous personalities like George Clooney, Michael Phelps, Nicole Kidman, Cindy Crawford, Zhang Ziyi, and Sergio Garcia for the campaigns to promote their brand among their audience as a part of their Influencer Marketing strategy.

Ecommerce Strategies

Omega does not have an e-commerce portal for online shipping as the brand believes that there is no emotion in online buying. Though they have detailed info about each and every product in their collection for an audience so they can select easily.

Mobile Apps

Omega has a mobile app ‘Ω SCANNER’ on the app store. It has 2.6 ratings. 

OMEGA has made it easier to obtain your watch’s test results through your MyOMEGA account by scanning your Master Chronometer certificate. Each watch records a specific set of findings during the METAS 8 tests, which include chronometric precision before and after exposure to a magnetic field of 15,000 gauss, that demonstrate how it was able to pass.

You can scan your Master Chronometer Certificate to access the results of your watch by downloading the OMEGA Master Chronometer Scanner.

– Learn more about each of the 8 METAS tests.

– Learn more about METAS (The Swiss Federal Institute of Metrology).

Content Marketing Strategies

Omega has a press room on its official website on which they share articles on various topics like –

  • THE COLLECTION
  • WATCHMAKING
  • HISTORY & CORPORATE
  • SPORTS & TIMEKEEPING
  • MOMENTS & MILESTONES
  • CELEBRITIES
  • EVENTS
  • ACCESSORIES & FINE JEWELLERY

 

This brings us to the end of the marketing strategy of Omega.

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What’s unique about the marketing strategy of Omega?

As seen in the case study discussed above, Omega has a detailed targeting of its audience which is good as it saves your efforts in promoting your business who are not related or connected to your product. They have launched some amazing marketing campaigns with some of the known faces that have given them great results.

Omega is also very active on its social media handles, especially on Instagram. SEO Strategy is the part where they have excelled by having an astonishing 6.2M monthly visits. 

From this, it can be seen that Omega has made such a place in the minds of customers and in the market that no competitors can beat them in luxury watches. The main and biggest reason for omega to become so successful is its unique marketing. 

As seen currently marketing has changed drastically, everything has become online from targeting to selling. This shows the increasing need for companies to learn and apply digital marketing in their businesses. This leads to an increase in demand for such smart digital marketers.

If you are inquisitive and want to learn to upskill yourself which is an in-demand skill then IIDE’s Online Digital Marketing Program and Post-Graduation Program are the options for you to learn from.

If you want to get insights into the marketing strategies of more such companies like the marketing strategy of Omega then IIDE Knowledge Portal is the place for your eager minds.

Thank you for going through this article till the end. Do write your comments on this marketing strategy of omega below in the comments section.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

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