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Rolex fights to maintain Number 1 watch ranking

by Simon Lazarus
10 July, 2013
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Simon is a published journalist in the UK, US and Europe on a range of topics and currently has a number of clients in different sectors for whom he produces content on a weekly basis. Topics include travel, property, food, lifestyle, finance, hi-tech and business.

Rolex vs Omega

The Digital Luxury Group (DLG) has revealed that Omega is hot on the heels of Rolex, year on year. Just three years ago the gap between the two was more than 8% but this has been narrowed to just 2% in 2012.

Gap narrows between Omega and Rolex

The changing face of time seems to point towards strong growth when it comes to Omega sales. Yet Rolex are fighting back with their own brand repositioning. This has included a recent tie-up with Formula One as an official global partner worth a reported $35 million over ten years.

So what have Omega been doing in their pursuit of being the world timepiece leader? Twelve months previously, the Swiss outfit were one of the major sponsors at the prestigious London 2012 Games.

Skyfall

In addition to this, they placed themselves at the forefront of a number of different campaigns in order to raise awareness. This featured a campaign in collaboration with the box office smash Skyfall starring the debonair Daniel Craig. The movie went on to gross millions which led to the film becoming one of the highest earners in the entire Bond collection. Yet the signs are promising for both companies especially in South America.

Brazil’s watch interest grows

Our spies in Brazil tell us that it is here where F1 is the most popular with consumers thirsty for motorsport related timepieces. This includes the likes of the Rolex Daytona as well as Omega’s Seamaster which was ranked in the top 5 models claimed the World Watch Report.

However the spotlight will be very much firmly on the Samba capital next year. Not only has it just hosted the FIFA Confederations Cup won by the host nation, but it is playing host to the 2014 FIFA World Cup.

Meanwhile, two years later, Brazil will be home to the Olympic Games that will see a host of colourful celebrities…and that’s before Boris Johnson touches down!

Omega already have a long term relationship with this greatest of sporting events and for 2016, they will remain the official timekeeper.

Omega’s Olympic relationship

With the emerging economy rightly beaming over developing countries such as Brazil, this is where the battle lines have been drawn for both Rolex and Omega.

This is especially relevant when it comes to the watch sector as consumers develop their love and growing affinity for F1. In fact this has proven to be vital with a host of other watch brands as they attempt to stake their claim across the Latin territories.

In 2012, IWC danced their way into the F1 environment thanks to a partnership with the Mercedes Petronas team.

IWC Petronas F1 deal

“Ten years ago IWC was a local brand. Now it’s global, thanks to partnerships with sports such as the Volvo Ocean Race and Formula 1,” said Yan Lefort, sponsorship manager for IWC.

With so much money at stake in the motorsport world, Rolex and Omega have set the trend for others to follow.

Simon Lazarus | Website

Simon is a published journalist in the UK, US and Europe on a range of topics and currently has a number of clients in different sectors for whom he produces content on a weekly basis. Topics include travel, property, food, lifestyle, finance, hi-tech and business.

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