“This is a rather busi­ness, so to speak. We’re sell­ing a prod­uct that isn’t based on any ra­tio­nal need”

DA MAN - Caliber - - INSIDERS -

fol­low­ing be­fore and af­ter COSC’s ap­proval. METAS (the Swiss Fed­eral In­sti­tute of Metrol­ogy) em­pha­sized a lot that we need to keep this qual­ity through un­til the end. All of this surely means more in­ter­ven­tions done by a watch­maker. It gives us more work, yes, but over time we’ll be able to in­cor­po­rate that into our gen­eral pro­duc­tion. More im­por­tantly, what it does is it gives con­sumers a bet­ter prod­uct. That’s the aim. Not just cre­at­ing a new la­bel, what goes on be­hind the la­bel is very im­por­tant. DA: As more prod­ucts will be uti­liz­ing the Master Chronome­ter move­ment, does this mean Omega will in­crease the gen­eral pric­ing point? SU: No. We are go­ing to in­cor­po­rate it into the whole col­lec­tion even­tu­ally, but we’re not go­ing to in­crease the brand’s price po­si­tion­ing. DA: Con­sid­er­ing the slow­down of the global econ­omy this year, how’s the busi­ness go­ing on? SU: It’s very dif­fi­cult to mea­sure that right away. This is a rather emo­tional busi­ness, so to speak. We’re sell­ing a prod­uct that isn’t based on any ra­tio­nal need. It’s re­ally all about emo­tion, and I think that some­times when things are dif­fi­cult, peo­ple would buy a watch to re­ward them­selves with some sat­is­fac­tion. That’s why it’s not easy to put a fig­ure on the busi­ness progress. In­done­sia is a new mar­ket that has ev­ery­thing to do well in the fu­ture. I was read­ing a mag­a­zine a while ago that says In­done­sia in 2040 will be a lead­ing na­tion in the world. So, there’s big po­ten­tial there. DA: Glob­ally, how do you want peo­ple to per­ceive Omega to­day? SU: Omega is a brand that peo­ple would want to wear, more than have to wear. There’s a big dif­fer­ence. It’s not a flashy watch. Peo­ple who are wear­ing Omega don’t go on like when they are wear­ing other brands. There’s also a sort of es­o­teric feel­ing about it. The brand of­fers great value. Un­der­stand­ably, an Omega watch is not cheap, but you don’t have to win a lot­tery to buy one. You can save up—even a mid­dle class per­son can buy an Omega that can last twenty up to fifty years. It’ll be­come an in­vest­ment—not nec­es­sar­ily a fi­nan­cial one but very much an emo­tional in­vest­ment. And you can pass it on to the next gen­er­a­tion. DA: Do you think that other brands will also at­tain that Master Chronome­ter cer­ti­fi­ca­tion? Es­pe­cially those un­der the Swatch Group? SU: I hope they do, but there’s lit­tle chance they’ll do so. For brands un­der the Swatch group, it’s some­thing we did talk about. Within the group, we let Omega do this for the time be­ing. But it’s not a def­i­nite no. It’s good for the value of au­then­tic­ity of the Master Chronome­ter cer­ti­fi­ca­tion if an­other brand would also at­tain it. But, it’d be too dif­fi­cult. Firstly, no one would want to look like they’re fol­low­ing Omega. Se­condly, they’d have much trou­ble in meet­ing the 15,000-gauss anti-mag­netic cri­te­ria with­out the ma­te­rial and the know-how we have. It’s very dif­fi­cult. Maybe some Ja­panese brands can do it. It’s pos­si­ble. The tech­nol­ogy ex­ists; it’s not rocket science. How­ever, it’s a big in­vest­ment.

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