Omega Watches Finally Has The Time For eCommerce

Watchmakers — particularly those described by the words “high-end” and “Swiss” — have historically been somewhat standoffish when it comes to eCommerce. While their luxury watch lines can be purchased online, including offerings from luxury watchmakers Swatch to Breguet, they often lack an officially branded channel that is supplying them.

But, according to Monday (Nov. 20) reports by TechCrunch, it seems Swiss watchmaker Omega is joining with e-boutique watchmaker Panerai and others in an attempt to hit reset on the online life of watches.

Omega has an impressive pedigree, according to the article, as British superspy James Bond apparently wore one.

Watches historically move through a network of authorized dealers who have had very little say in the supply they were given to carry. Newer watch models often came with older models or unwanted strap designs as part of the non-negotiable package. Shops that didn’t show adequate earning potential or move enough of the luxury products often saw their privileges to sell the watches at all taken away.

That watch vendor network is becoming an increasingly outdated model, however, and watch enthusiasts have been migrating online for a decade as jewelry stores have lost their status as keystone watch sellers.

eCommerce also offers luxury Swiss watchmakers like Omega an opportunity to keep most of its profit. Consumers may not get a massively reduce buy price — in fact, they probably will not — but they will be able to avoid haggling with a jeweler over his or her markup.

It appears there are big and likely disruptive changes coming to the Swiss watch game, and Omega may be among the leaders for the luxury watch game of the future.