For decades, Omega was the number two Swiss watchmaker — second only to Rolex — until that all changed in 2020.
After Omega leading for so long, it’s hard to believe that Cartier outsells them; however, based on Morgan Stanley estimates, Omega lost the number two spot (based on estimated annual sales revenue) to Cartier in 2020.
Whether it was Omega’s blatant refusal to exhibit at Watches and Wonders Geneva (doubtful because this saves them money and they can still promote the products many other ways), or a result of overpricing too many popular models (they went from an excellently priced brand to a bit too expensive), or maybe even devaluation of the brand as a side effect of offering cheap versions of its Speedmaster by way of the MoonSwatch (Omega has publicly claimed the MoonSwatch boosted its Speedmaster sales, but no evidence was provided to confirm the statement) — or all of the above, is something that I know is discussed amongst publications that cover the watch industry (although usually only privately).
I’ve read reports from Reuters and media outlets that suggest a product must have a strong launch strategy — backed by advertising, articles, videos, events, and more. A “soft launch” occurs when a brand does the exact opposite and simply drops a product (or multiple products) on its site and hopes people will find it, buy it, review it, write about it, and so forth. This is the lowest cost option, but it’s risky as it does not always generate a strong launch result.
Just launched today on Omega’s US website, this latest Seamaster Aqua Terra 150M comes in the existing stainless steel Aqua Terra case measuring 41 mm x 13.3 mm (47.9 mm lug-to-lug) and weighs 150 grams with a new turquoise dial. Most notably, the turquoise dial features a gradient — that’s lighter in the center and darker on the perimeter — with gray-treated indices and hands, and it looks sharp. The movement is a Co-Axial Master Chronometer caliber 8900, with a 60-hour power reserve. The Seamaster Aqua Terra 150M (Ref. 220.10.41.21.03.006) has a retail price of $6,600 on a bracelet.
Final Thoughts
I like the Aqua Terra Turquoise, and I think consumers might too. However, Omega soft-launching this new turquoise gradient Seamaster Aqua Terra — after numerous other Seamaster models in November and December — does not seem to be the typical considered approach of a top Swiss watch brand. At least they’ve dropped a few attractive new watches, such as this and the Daniel Craig Seamaster, along the way.
Photos by Omega.