ANTICI-PATIENCE

Raynald Aeschlimann,

Omega CEO and president talks about the future and how long you’ll need to wait for that elusive Snoopy

It is not often that a brand readily acknowledges that you have to wait for its products, but Raynald Aeschlimann is not a man to hide behind secrecy. During the presentation of 2021 novelties, the OMEGA CEO president and CEO speaks to justinng on what the future holds for the brand and how long you have to hold out for that elusive Snoopy.

THE FIRST QUARTER OF THE YEAR IN SWITZERLAND IS TYPICALLY AN INTENSE ONE, as everyone makes the most of the short spring season, before the well-deserved summer break kicks in. There is the ski season in full swing, with cosy chalets perched on the slopes of Europe’s highest mountains blanketed in soft wintry powder. There is also the World Economic Forum, which due to pandemic-induced logistical headaches, diplomats and business titans didn’t get to rub shoulders in the picturesque Davos this year.

Following it is a series of unveiling where the emblematic Swiss industry – no, not private banking – bares its plans and products for the rest of the year.

And with that, barely a couple of minutes into his keynote address, Raynald Aeschlimann, president and CEO of Omega, drops more than a hint of the direction in which they are heading. Where to, you ask? Moving towards producing fully Master Chronometer certification for their mechanical watches.

“The Master Chronometer certification is

our service to customers,” says Aeschlimann, insisting that the certification means more to customers than just technology.

The certification is a prerogative of Omega where the set standards concerning performance and precision are superior to the widely adopted COSC specification. To be certified Master Chronometer, the watch has to pass eight stringent METAS tests and so the customer is getting all it is worth.

“We are customer centric; we are also a very loyal company to the customers,” Aeschlimann continues, declaring that the performance of each Master Chronometercertified watch is accessible at Omega’s library of results. “I think it is the least we can give them – and not only the global warranty.”

The implementation of this strategy is gaining momentum. Already, the latest Constellation Gents models reflect such ideals. The iconic Speedmaster Moonwatch Professional is also upgraded to Master Chronometer. But still, there are a small number of references that are yet to make the leap. Aeschlimann clarifies that it is only a matter of time before they do.

“Give us a bit of time and then you will see that all the mechanical watches will be Master Chronometers,” Aeschlimann says. “I want the product lines to be coherent and continuous. It is not a secret; it is our strategy.” What is also an open secret is the overwhelming success of their affiliation with Snoopy. Omega, as you are well aware of, was an entrenched partner in NASA’s space programme, as was the comic strip Peanuts featuring the famous cartoon beagle. Snoopy was appointed NASA’s mascot in the 1960s, to double as a metaphorical safety watchdog during space missions.

During the Apollo 13 mission when the flight went awry, astronauts relied upon the Speedmaster watches issued to them to facilitate their safe return to Earth as the onboard clock had to be switched off to conserve energy. For that, Omega received the prestigious Silver Snoopy Award in 1970 as a recognition of Omega’s unique contributions to space exploration. “Snoopy is very much what I like about the magic of the Speedmaster,” Aeschlimann says.

To commemorate the half-century legacy, Omega launches the Speedmaster “Silver Snoopy Award” 50th Anniversary. Arrayed with a silvery and blue dial, the 42mm watch is exquisitely made in steel and inspired by the aesthetics of the chronograph’s fourth generation. Snoopy appears, on the caseback, cocooned in his command and service module on a sweeping hand. When the chronograph seconds hand is activated, Snoopy takes a trip around the far side of the moon, echoing Apollo 13’s mission objective, which is decorated using a unique micro-structured metallisation.

Compared to the limited-edition Speedmaster “Silver Snoopy Award” 45th Anniversary which is being flipped on the secondary market in excess of five times of its original retail price, the latest version despite its compelling adaptation of the dramatic incident is surprisingly not a limited edition.

Aeschlimann is adamant that the success of the watch shouldn’t be measured and defined by commercial terms. Instead, the focus should be “about celebrating this incredible story that we have with Snoopy,” he replies. “It is also about showing our commitment to the history and our dedication to create the watch.”

This dedication, he explains, is an amalgamation of technology, design and the celebratory elements. “If you go to a boutique, you can already see one. And you can also touch it,” Aeschlimann adds.

Yet, it doesn’t mean that the watch is readily available. You can certainly try it on in person, to take it home with you, patience is called for. Production, Aeschlimann admits, is capped at 250 pieces a month, even though the waiting list stretches over 50,000 people globally. Nevertheless, he assures that Omega will continue to honour the delivery and the waiting period won’t be in vain.

“We have come across some people who had been waiting and were very happy when they received the watch,” he soothes. “You see it on Instagram.”