NEWS FLASH: Omega opens its own online shopping portal

201711_OMEGA launches e-commerce for the first time

Omega has opened its own online store in the United States and said that it expects more countries will follow in the near future.

The news has been presented as part of steady march towards greater control of global sales channels direct to consumers, either online or via Omega’s own boutiques.

“Omega will continue to develop its global network of boutiques, which are still considered to be an important part of the shopping experience. However, the rollout of e-commerce will add yet another dimension which fulfils the needs of consumers,” the company states.

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Omega’s British retail partners may take comfort in the fact that they already provide complete coverage of the country, which is not the case in the US. Right now, Omega watches selling on line in the UK are also a little less expensive than on the US website. A Planet Ocean 600m Omega Co-Axial Master Chronometer GMT is listed in the US for $11,700 today. The same watch at costs £8320, around £500 less than a straight dollar to pound exchange rate would suggest.


Omega US website


Raynald Aeschlimann, president and CEO of Omega, says that America needs a direct to consumer e-commerce strategy to ensure the whole country has access to its watches.

“By offering online sales in the United States, Omega can now reach fans in every corner of the country. No one is restricted geographically, which will make us much more accessible. We also recognise that e-commerce is growing rapidly in the luxury sector and many of today’s consumers use it as their primary way to shop.” Mr Aeschlimann says.

Retail partners will want to know they have equal opportunities with Omega, but the company has already said it will extend its policy of launching boutique-only watches to the online world. In the US, for example, the only way to purchase the new Seamaster Planet Ocean “Michael Phelps” Limited Edition will be on the Omega website.



  1. As I’ve said for some time, manufacturers WILL become the new retailers (all trades). They will test markets with current retailers and when the time is right they will strike with such a force the Retail Jewellery Industry won’t know what’s hit it! Retailer’s be warned your expensively trained staff will be flying the nest before long…

  2. Alas,the traditional shopping experience is beginning to wane,even in the luxury watch industry. Recently purchased a Rolex Sea Dweller from Watches of Switzerland Brighton…fantastic experience!! Treated extremely well by Spence and staff,and that’s what’s it’s all about. You learn more about the product and as a watch nut,that’s perfect. I couldn’t purchase a timepiece on line,certainly a luxury one. Bit old fashioned!

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Rob Corder

The author Rob Corder