Oliver Smith Jeweler recently converted its former Officine Panerai boutique, located in the heart of Aspen, into an Omega boutique.

Based on the 2025 Morgan Stanley Top 20 Swiss Watch Company ranking, Omega is ranked #3 (Swatch Group AG), and Officine Panerai #18 (Richemont S.A.).

Considering that the two watch brands have similar price points, and Omega is a higher-volume brand, the change could (and most likely will) result in higher revenue for Oliver Smith Jeweler while utilizing the same retail space. This also likely benefits Omega by providing a turn-key solution in the isolated, ultra-wealthy Aspen market.

Professional Watches spoke with Oliver Smith Jeweler, Managing Director, Elizabeth Smith, and she provided this statement: “Oliver Smith Jeweler has proudly called Aspen home since 2018, when we took over operations of the Panerai boutique. In 2020, we expanded with the opening of the Oliver Smith Jeweler Aspen boutique, offering a curated selection of pre-owned timepieces, fine jewelry, and independent watch brands.

When the opportunity arose to bring Omega to Aspen, we immediately recognized it as a natural fit. Omega’s rich heritage in sports, innovation, and storytelling aligns perfectly with the spirit of the Aspen community. While we have introduced this exciting new chapter, we remain closely connected to Panerai — still offering the watches in our upstairs space. Our relationship with the brand continues to thrive, including our operation of the Panerai boutique in Scottsdale and representation at our flagship location, where we are proud to be an authorized Panerai dealer.”

Learn more at Oliver Smith Jeweler.

 

 

Photo by Omega.