Omega opened a dedicated brand-owned boutique in one of Manhattan’s most prestigious shopping districts in 2023, yet appears to have told nobody about it.

Omega is the Swatch Group’s leading watch brand and not announcing the SoHo store seems counterintuitive (we found very little apart from a Reddit thread about the store opening).

There may be a reason for opening up stealthily.

There are dedicated Omega boutiques at Brookfield Place (opened in 2015) and the Watches of Switzerland on Greene Street (which opened in 2018) — both located mere minutes from Omega’s dedicated SoHo boutique.

Omega placing up to three premiere locations to buy Omegas, so close together, certainly might cause the stores to cannibalize sales from one another. Omega’s actions make it appear to want higher sales at any cost even if it requires cannibalizing its loyal dealers.

Manhattan (and its wealthy visitors) have a huge appetite for watches and Omega is one of the best watch brands based on popularity and sales, however, not even an entry-level fast-food restaurant like McDonald’s would place three locations so close together.

 

Photo by Omega.