I went into a Rolex AD once with full intention of buying an Explorer, as we all know not exactly an exclusive or fancy model, but I’d always wanted one. Anyway, they refused to sell me one with the reason being I wasn’t a previous customer however, they told me they would put me on a waiting list and if I purchased something else from them that would eventually help me get the watch I wanted. I then spent 45 mins with the salesman looking at several other brands then decided on buying a JLC Polaris (£2k more that the Explorer!). As you can imagine the salesman was over the moon.... for 10 seconds when I took great delight in telling him I was buying that watch but just not from them! I then proceeded to go to another jewellers on the same street, buy my JLC and walk past the first place making sure they saw me. Yes, a bit childish and yes an expensive way to make a point but hell yes was it satisfying.
Walked into Rolex after workout..generously let them know I’ll might be interested in a air king or explorer ii 42mm black dial...5 minutes later I was called and told they have the watch inventory..
@@ilyapetrov5501 in Nyc you can get it cheaper since a lot of them on Chrono24..you just have to meet the seller in person and negotiate with the commission fee what eventually they would pay for C24..I would not pay over 20% that’s crazy
@@ilyapetrov5501 wait wait wait... even polaris knock out rolex in the movement finishing, then if polaris is crap then rolex is double crap bro ... don't you think ?
Outside of the Speedmaster omega doesn't really have a consistent identity. Especially there Seamaster. It changes far to much between each generation. When you look at Rolex you can see the improved refinement in each generation but by and large their models all have the same DNA through the decades.
@@Weakeyedominant I agree to a certain extent. The SMP has kept the design language coherent for 20+ years and is becoming more identifiable by the masses. Not to Sub levels of course but it is slowly happening.
@@franky3fingers337 I have one so I'm ok with that hahaha 😆 I don't think omega are that silly (I hope) let's pray they will always be the brand that's got your back
@@franky3fingers337 I don't want Omega to overprice their watches or start wait lists. But I'd like them to get more recognition. And I already have my Seamaster, so :P
Big fan of lots of watch brands but the slowly slowly slightly improving Rolex method against the rapidly improving Omega quality is going to end in Omega making simply better watches. This combined with Omega treating their customers nicely rather than only selling their watches to people who already have their watches means Omega will start to win the game.
I'm speaking from experience. I've been wearing a Rolex GMT given to me in 1967. Over half a century. I am really fed up with Rolex's games. That is all it is games. I've never owned an Omega. But I will be jumping ship. Rolex makes 800,000 watches a year. But yet a customer has to wait two, three, four and even five years for a sport watch. Why hell, at 70 yrs., old I will have one foot in the grave and one foot on a banana peel before my AD calls me. Look, an Omega will keep up with your lifestyle as well as Rolex. The ego is a very expensive thing to support. Usually it will send you in the wrong direction. I don't care who looks at my day date sitting in the airport terminal.
@@verbalkint4258 Dude is 70. If he is financially secure enough to be shopping for Rolex watches at that stage in life then a few thousand dollars is not going to make or break it for him. So yea, its just money, disposable money, you can't bring it with you when you pass. Time is far more valuable. If someone doesn't have disposable income then that person doesn't have any business shopping for thousand dollar watches to begin with anyway.
They don’t risk looking too “stiff”. Have you checked out the Rolex FB pages lately? They risk becoming the douch bag brand. I think they are there already.
Completely true. Worse, the people even still believe that they are buying a Picasso (rare and unique pieces of art in the world). This is just watches, they do not produce anything and they are mass produced (unless they are unique), but while the demand keeps the pace above the supply the people still believe that they are real investments. Why a steel Daytona values more than a gold as "investment"? Because of the affordability factor: one costs 14000€ and the other 35000€, that's why the first has a lot of demand (at the moment) not because of intrinsic value, just to mention if we melt the steel vs the gold one then we see the intrinsic value of each one. Another thing to note is: very difficult to sell watches in second hand, knowing how evolved the world of the fake industry mainly in the most wanted (hyped) Rolex. ##### Enjoy as much as possible using the watches you like and don't full yourself thinking that they are investments, because they are not, in the past, present and in the future.
they are. reading through Facebook groups, Rolex snobbery is rampant. must be hard to justify a grade A investment in the form of a watch to "normal" people.
Yeah, I really liked the older Rolex pieces and some of the styles. I can remember AD's giving Daytona watches away to customers for purchasing another Rolex model. Yeah this was a thing. Now days Rolex (for better or worse) has become a "look at me" fashion accessory. I'm not into fashion, so I'll just stick with enjoying horology.
I have been on a wait list for a ceramic no date Sub. When it got discontinued and the new Subs were released my AD could not give a clear indication of what that meant for me and my spot on the waiting list. At that point, I decided to just let it go. Too much hassle. And not something I want to get behind. What is on my wrist? An Omega Seamaster 300 Master coaxial.
I have both, the Omega is a much better looking, higher quality watch. I like the sub but if I could only chose 1 even at the same price I would chose the Omega easily.
Did you get treated more like royalty when purchasing your Omega Ω compared to when you was trying to purchase the more expensive Rolex? I was offered drinks and all that jazz when I purchased my seamaster and I was pretty much offered the door when I went looking for a sub. 😂😂
Sold my supercase sub. Still have my Seamaster ceramic wave dial. Significantly better experience at Omega dealer than Rolex. Difference between Holiday Inn and Waldorf Astoria. Just zero excuse for that.
The shift is happening, for the exact same reasons the video brilliantly exposes. As an Omega enthusiast I don’t even want it to happen. I prefer to keep buying Omegas under the radar while the masses keep joining waitlists and over paying for their Rolexes.
I'll have the three Omegas I want before I have to worry about Omega getting out of reach. Already have one. I'll get another this year and then my last one in 2022.
My parents gifted me an Omega Seamaster cosmic in 1975 for my 21st. I remember them buying it. £60! Fantastic watch,still only gains 5 secs a day after 45 years
I think it is just in relation to where he is located. He is in NJ near NYC. He himself is about 24 or 25 years old and many people in the NJ/NY area in that age range finish college and go working in the city (NYC). Does not mean they are making a ton of money but often a single guy around the NYC area (or the average joe) is bringing in about 50k. I think his wording makes it sound "business man" like but metro area is simply the NYC/NJ area and professional simply being somebody who starts their career job.
@@ninjatux this is very true. I just wanted to put out there that some people hearing his statement might think he is talking about the average Joe having a lot of money and I don't think that is what he meant.
Rolex makes excellent watches. I’ve owned a few. But I’ll never buy another, because at this point the company honestly disgusts me. Treated me like crap when I tried to get them to honor the warranty on a year old watch purchased brand new at an AD in Geneva. And then there are the ridiculous waitlists. They’re hardly the only option considering what brands like Omega, Glasshütte, or Grand Seiko have to offer - completely bullshit free.
Glashutte is a great brand. The quality per $ spent is impressive. Also, preowned JLC can be a great buy if sometimes a bit finicky to maintain. I just can't get too excited about Rolex. The biggest watch purchase mistake I made was not doing a deal for a Newman style Daytona in the early 90s but I've rarely been tempted by a Rolex since. It's a well made product but the hype is insane. With these wait lists & premiums you'd swear they were the only Swiss manufacture.
@@Remboken I don't think is that simple. If you compare a Seamaster 300M with a Submariner, you are right. No reason behind the difference in price. However, look at the Omega PO GMT black ceramic. It costs almost 12K. However, in the grey market and preowned is almost 40% cheaper. In contrast, a new GMT Master II Batman costs almost 10K, but in the preowned and grey market costs almost twice. So in this case is Omega asking a ridiculous price at retail.
Have been telling the same to my friends, as Rolex has been lack of innovation whereas I see Omega as a more relevant to the current trend which give a significant impact to Omega’s value in terms of its product value as well as brand value.
Rolex is hype. Hype i dont plan to get my pockets picked for unless you're talking vintage. I much rather drop 15k on a VC overseas than anything out of the current rolex lineup.
I am not anti Rolex but I agree I would not spend 15K on a Rolex (or any watch for that matter) but the key factor is Rolex offers some clean models for just $5.5K brand new.
@@planetdee3587 i do like their explorer models currently but i think i would still go vintage. Honestly, im more of a fan of tudors lineup than rolex.
You are right. I passed by a store with two vitrines dedicated to Rolex. One had a man's watch and the other a woman's watch. There are many brands that are as good as or better than Rolex.
Just purchased my first luxury watch - Omega AT 41mm in blue. I really liked the new OP 41mm as well, but frankly didn't even try to go to an AD and ask for one. IMHO, not "better enough" to justify foregoing the great price on the AT after discount, which I knew I wouldn't get with Rolex. The price does matter.
That’s what makes them not special. They produce more than 3000 watches a day. That’s not special. That’s mass production. And that’s not important but just a fact. I like some models but they are not PP. Only the prices are.
@@DubSalvation yes they are a private company and keep they figures disclosed but there are studies of market penetration of the luxury watch market in Switzerland and by collecting Data you can get a ball park number on their revenues and divide it by the average cost of a Rolex watch, then you can get a sense of their production numbers.
Rolex is Rolex, and that will never change. Men want what they can’t have. Their strategy of building desire is genius. You have thousands of people buying their watches in the grey market because they can’t wait for their AD. If Rolex had availability for every buyer, their brand wouldn’t be as desired as it is. Understand that Omega releasing a “new limited edition/limited production” of Speedmasters every month doesn’t help their brand. Omega watches craftsmanship and quality are TOP.
Agreed. To be honest, I don't really mind that everyone wants to get a Rolex. What I see happening is other competing brands being highlighted. This means that their offerings are going to be better, and more "value for money" in comparison to Rolex. This creates an vibrancy that I have never experienced before. Omega has always been a Rolex competitor. But anyone that wants a Rolex will not settle for an Omega. However, I see this changing very soon. I can speak from first hand experience lol.
I really hope WOLEX stays on top... So that I can get the Speedy at a 20% discount in a year or two! Rolex can have their hype. Omega is the brand for me :)
Unfortunately there is room for more kings. Omega heading down the route as Rolex, there is a massive waiting list for this watch and also the new snoopy and 321 etc. You can forget about the discount
I was playing around at the Rolex website, configuring my ideal Datejust 36 for everyday wear: all steel, solid bezel, oyster bracelet, blue dial. Then I realized I don't like the domed bezel, wished the size was a tad bigger, and that the dial was more interesting. Then I thought to myself: I might as well just get the Omega Seamaster Aqua Terra in 38mm, and it's cheaper too! Voila!
I wanted an OP 36 and contacted numerous dealers within my area and I was unable to get one. I was able to go into an Omega dealer and purchase a AT 38 with 23 percent discount. I got a stunning watch with great specifications without having to play any games.
That vintage Omega looks so good on that ostrich strap. It lifts the watch out of being too stuffy and antique-looking while still being perfectly complimentary.
I agree with you. As much as I want my first Swiss watch to be the new Rolex submariner, it’s frustrating how it’s just not available. Trying the omega speed master last weekend, I really loved it and now I was given the opportunity to buy the new speedy. no bs no how many watches have you bought from us.
Rolex doesn’t do marketing campaign because they don’t need to. Some luxury brands just don’t need marketing. Hermès does the same for the Kelly bag which is still the queen of bags and has years long waiting list to be purchased
@@JoeyJiggles back in the day, Omega was the dominant force of the watch industry. But with brilliant marketing and quality watches, Rolex took over them.
I’ve noticed the theme of this video has been gaining traction across social media over the past few months. No smoke without fire as they say. Surely Rolex are not so arrogant that they don’t have a marketing department analysing this shift in trend and prepared to respond....? I suppose all the marketing spin in the world won’t fool a disenfranchised market share who have been frozen out of new purchases for the past 2-3 years.
Love such a considered, thought-provoking, gorgeous video. As long as JLC continues to fly under most instagrammers' radar, I don't mind how long the wait lists are for Rolex.
Iwc is pretty amazing too, i mean you got omega iwc zenth jlc breitling now, hmc, all at a very approachable price point relatively speaking. Hech you can even buy an overseas and pateks and langer if you search a lot. No reason to wait foe the rolex ad to call you, life is to short for that.
I love my JLC Memovox Tribute to Polaris 1968. The alarm sound is awesome. I much prefer my JLC to any Rolex… I may be stupid for some but that’s my own thing. JLC are refined, are Rolex so refined ? I don’t think so.
A great narrative. I have the disposable income to purchase a Roles steel sports model but due to the inherent non availability of these, I have purchases multiple Omegas and Tudors. Yes, I still love my 1973 date just given to me by my father but I do not turn to Rolex to enhance my collection today as my impatience won’t let me.
Lovely that you have the inherited date just and also want to enjoy your collection! I’d love several Rolex watches but I want to be able to purchase and enjoy wearing my watches, I get no enjoyment out of waiting endlessly, trying to sweeten up dealers or paying over the odds!
I am beyond frustration with Rolex. I'm looking for mechanisms of retaliation against the company and ADs. My AD doesn't even have a wait list. There are much better brands, designs, and quality available for purchase. Note -"available for purchase".
Then simply ignore the vulgar watches that drive the youTube hype, and buy the better crafted ànd better designed watches that you like, at appropriate prices. JLC, Zenith, Minerva-Montblanc, VC Overseas.
@@msteaks1939 Agreed. Done .... I have purged all Rolex models from collection. Recently purchased two gold models from VC and JLC. Added a Sinn as well. Ruck Folex!
Cool view piont, you may be right, but Grand Seiko for me are gorgeous watches and they came up with the Spring Drive movement themselves super accurate, and innovative. Happy New Year to everyone at T&H.
Really insightful review , I wouldn’t underestimate Rolex’s ability to incorporate social trends into their long term brand strategy though . Omega has always been nimble and taken risks - many times to their disadvantage “the quartz crisis” as the prime example , they have tried to be all things to all people and many times have thrown the baby out with the proverbial bath water . Also , you failed to mention Tudor , an important weapon in the Rolex’s arsenal , allowing them to build a more contemporary and ‘in’ following and a brand they can take risks with, without compromising the parent brand. Great perspective though and thanks for sharing
I understand the frustration of not being able to walk in to an AD and purchase the Rolex of your choice. That being said, Rolex is on a different plane- ballpark than Omega. This ranges from desirability, collectability and value retention. Rolexs sales figures are also on a different ballpark than Omega. So, i dont think that Omega will displace Rolex in your lifetime
All it needs is for a company to make too many marketing mistakes. Currently Rolex does deliver those in abundance. Nokia was king of cellphones and Rolex is all but innovative.
Be honest, the more something becomes unobtainable the more it becomes desirable. Anyone who's always wanted a rolex will NEVER be entirely satisfied with their second choice. Those saying otherwise are merely fooling themselves. Its like dreaming of owning a Buggati Veyron: you know it'll never happen but doesn't stop you from wanting one.
I was told several years ago by a small rolex AD that I needed to buy a bunch of jewelry first and come in often to get to know the employees and he even told me what kind of expensive whiskey they like to drink before I could get a watch!!! This totally turned me off to the rolex brand. I did my research and realized OMEGA is what I wanted and I went to an Omega boutique in chicago and they were happy to sell me a watch and treated me with respect and they were not pretentious. I have rolex Money but will NEVER buy or try to buy a Rolex ever again. I have to young boys that I wanted to buy watches for now and give them the watches later in life and they will have speed masters and seamasters on their wrist!
Although I own no Rolex watches as a watch nerd I do appreciate the quality and brand equity but my first luxury watch purchase is the current gen Omega Seamaster 300m Professional black dial that I love. I also love and one day own a Speedy, but also desire a Globemaster or AT.
No question that Omega makes a great watch at a very good price point however in my opinion the satisfaction you get from wearing a SS Daytona or a GMT(Batman, Pepsi, Root Beer) is tough to surpass. Patek or AP is great too at a higher price point but if you really want to go off the charts then it would be an F.P. Journe for me.
Women also have been playing the same game with an Hermes Birkin, and the price has not gone down at all, in fact, some people say that an Hermes Birkin is a better investment than gold. Sure, there are a lot better looking and higher quality hand bags from other brands, but Hermes still has the crown. Similar to the same predicament of Rolex in the watch world.
I went to a Omega boutique and ask if I can order a 321. No problem. No wait list. It is just uncertain when they can get the watch finished. Once ordered all you do is to wait to have it finished for you. You don't have to wait for something to arrive. You don't have to wait for 5 years. People are friendly in the Omega store. There is no bullshit. Same deal with the latest 3861 when I visit again today. All you do is to hand over the money and the deal is done. No BS.
Totally agree, enquired about the new 3861 sapphire sandwhich on Monday and was invited to view the piece on Wednesday - It is now on my wrist. I have neither the time nor patience to play games with Rolex and “wishlists”.
Great Lighting BTW. Your thoughts on current trends is compelling, although I think that it will more likely just do a Tier jump. Rolex will have their prices increased 40-60% taking a new spot under Patek. And Omega filling the spot as an average Joe's wrist watch.
Despite the hatred Rolex gets we have to remember that their success was initially based on their amazing quality and construction. Despite being lifted by unmatched marketing success, and despite what many will claim, I have not seen the quality of their watches go down. Perhaps that is a benefit of being owned by a trust, which forcibly puts a certain amount of profits back into the company. In any case, unless Rolex's quality goes down, they will most likely be on top for a while. And even when the marketing hype dies down, their quality will keep them alive, just as it always has.
Exactly. Omega have reduced quality in their watches over the years starting with removing the 321 in the moon watch for the 861 then selling lots of quartz in the 80’s. They’ve spent time trying to improve but Rolex never did that
As a owner of both brands I hope your are right, the best thing for rolex buyers is more interest into other brands, omega being the key . This stupidity in 2nd hand prices needs to stop and people need access to RRP watches from AD'S
@@Wow_wow1 Yip 8 months! I was astonished! It was smooth, jubilee, blue dial. I had no chance with the other Ad's either they all owned by the same owner.They were even worse. So I gave up, and went to Omega. Service was great, and they called me twice to confirm my order.
You are so right! I have been to 5 ADs to get any Rolex professionel model - 3 told me I can just forget it and the other 2 told me they put me on the list but it isn't unlikely the product cycle of the models end before I get one...
Gotten multiple Bond watches in at the Omega AD I work for and not a single one has made it to the case before it’s sold. Omega has a very strong presence when the pieces are marketed well. Especially for the price point.
Every third barista is wearing an Rolex Daytona where I live. You don't have to be a watch enthusiast to know that this is impossible. The sheer amount of counterfeits I am spotting on a daily basis is the main reason why my Omega has much more wrist time.
Nah. Omega has too many "special editions", quartz pieces, and plain jane (i.e. DeVille) pieces to ever be as prestigious as Rolex. Each of Rolex's models is the best in its class except for Cellini, which, frankly, is probably more durable and, thus, more wearable than PP, VC, JLC etc. "dress" watches. Besides, who the hell is gonna lay out ~$20k for a Deville Tresor when you could get a 2020 TT Sub for a little less! Omega has a long way to go before it has more appeal than Rolex.
Back in the 90's BMW showrooms were empty and Mercedes was the king. BMW changed the perception of consumers, telling them Mercedes is for old man. Now, at least here in Singapore BMW outsell mercedes by a large margin. Omega can beat Rolex. They just need products that can talk to us , watch enthusiasts we are not interested in countless variations of speedmaster. We want something new, exciting and bold.
@@ShawnL61189 normal people don't care about watches, they only now about Rolex or the brand they are wearing. Watch people know about watches and Omega arguably has achieved a bit more, but i don't mean to downplay Rolex by any means if that's what you think. i dont want to step on people's toes
Christian, so well put. Many watch enthusiasts will tire of the dangling carrot of a steel Rolex. Seeing empty shelves for 2 years at the AD says all I need to know about the brand. Some one’s getting these watches and it’s certainly not the loyal customers. As an owner of Rolexes, with the 50%++ price increase in pre-owned steel, they’ve completely taken themselves out of my market. I’ve been spending my money elsewhere, and will never put my name on a list. When I see them stocked again at realistic prices, I’ll consider it again, but we all know that won’t happen anytime soon, if ever.
Omega Speedy 321 is possibly my favorite watch of all time. Awesome video, well done. Couldn't agree more, its a matter of time before 'the' watch to have isn't a Rolex.
While I agree that Omega is best placed to de-throne Rolex... They are going to have to step up that marketing you alluded to and quit relying so heavily on the Speedy.... Waaaaaaaaay to many SKU’s across the entire omega line and the 15 special edition Speedy’s every year make them very unspecial. I think Rolex also made a smart move with their brilliant resurgence of Tudor to shore them up against Omega’s most popular Lines. ( Seamaster, Speedy’s) The one thing I agree with... Rolex is getting way over douche like with sports watches.. They have to increase supply where it is still scarce but not ridiculous.... You should be able to go to any AD and order any flavor Sub, GMT, Daytona and have it in your hands in 6 months..... If Rolex has a SOLD ORDER.... They should produce it... period... Sure make a few exceptions for rare limited run special editions if you like... But those should be true special edition’s like a Corvette ZR1. A Pepsi/Coke GMT, any standard color Sub or Daytona should be ..... Fill out order sheet with your localAD... wait a 6 month max and it’s yours when it comes in.... It definitely is starting to wear the public out and give us douche chills.
As someone who has the funds to purchase a Rolex GMT, has purchased at an AD without any significant movement on “the list,” I’m over Rolex. I’d rather spend my money on Omega, JLC and VC.
Great video. I like both Omega and Rolex. However, I don’t agree that Omega is going to ever even get close to overtaking Rolex, barring a complete revamp of most of their designs. Every few months I go to the Omega dealer and look at the offerings. I must say, nearly all Omega models are not very aesthetically appealing, some of them are downright shockingly out of touch with modern day design altogether. Other than the Speedy, there’s really isn’t anything very desirable in their entire lineup, especially in the dress watch category. I have several friends that are watch enthusiasts like myself, and I also belong to my local RedBar, and have to say that there’s no love for 99% of Omega’s current lineup. It’s basically the Speedy and that’s about it. Once in a long while you’ll see a Seamaster, but that’s about where it ends. Sure, the Seamaster is ok, but it is no watch enthusiasts grail watch by any stretch. And if I’m being honest, when holding any modern Omega model in the hand, it feels significantly less quality than any modern Rolex I’ve held. The difference just seems very noticeable and this is a common observation from others as well. Sure, some of the technical innovations may even be better than Rolex, but quality is first observed in the hand and Omega just feels and looks blatantly inferior. It’s quite noticeable to most people that I’ve discussed the topic with. So, as much as I like Omega, mainly for the Speedy, I don’t see them doing anything significant. I feel they need a new head watch designer and need to revamp nearly their entire lineup. If they had all new, better looking, and more modern designs that feel of better quality in the hand, they would significantly improve their position. They have a good name, but don’t have the watch lineup to match at the moment. Maybe if that happens and they nailed it we’ll readdress this. 😀
I agree, own the pre ceramic seamaster and a speedy pro compared to my GMTc and modern Air King, the quality do "feels" different. Than again you can't dispute the price difference... a chronograph speedy pro being cheaper than a simple 3 hand Air King. However the speedy feels more like a tool watch on the wrist and the modern Professional Rolex lost that IMO, they just feel luxury.
@@donaldneo4317 Agreed, there’s definitely a price difference in most cases. I’d be willing to pay Rolex prices if Omega stepped up their game someday because I do respect the brand overall.
Well said Christian and you expressed the real frustration that real watch collectors are experiencing with Rolex and their AD's. If Rolex will not sell to first time buyers then the consumer will lose interest and demand will drop rapidly. Remember that Rolex makes 800,000 watches a year, so they are not rare! I love watches and buy the ones that appeal to me at affordable prices to WEAR (not as an investment). After searching around the United States & London in my travels for the last 3+ years, I have been put off by the AD's not stocking Rolex in their showcases. Furthermore, I have discovered that the AD's sell the Rolex sport steel watches to their high spending customers first (e.g. the ones who spent 100s of thousands of dollars), then to dealers on the secondary market at markups of 40%. I also found out that these same big spenders are allowed to buy several sport steel models to flip at a profit. Hence, the AD is not developing new customers who want to wear the watch. I do not fault Rolex per se, but there is the "law of unintended consequences". I have discovered Omega & Breitling that offer greater functionality at much more affordable prices. I no longer desire to buy a Rolex, and I have discovered a better experience buying high quality Swiss brands from dealers on the secondary market (like yourself). It will be fitting if the flippers get stuck with their high priced watches sitting in their drawers and bank vaults when the market declines.
I would totally challenge the argument that society is getting less and less shiny everyday, social media is driving the market and all insta wannabees care about is Shiny Rolex, that is not changing
I wonder how much of the issue is also that if you wear a rolex, there's a certain number of people who will wonder if it's a replica since they're becoming so widespread. I don't think the same could be said for wearing an omega. I also think the changes Omega are making to their lineup of Seamaster and specifically the Planet Ocean in the past few years have made it more forward (futuristic?) looking than the Submariner which never sees significant changes to the styling.
It's one of the many reasons why I'm happy I splurged my hard-earned money on an SMPc. Nobody says it's a fake Omega, plus I love its unique design and outstanding quality.
While I do agree that Rolex’s advertising is less that that of omega they still do cover major events. The Oscars, PGA tour etc. So I think it is less about frequency and more about the audience and clientele they advertise too.
Rolex also gets way more earned media with celebrities and famous people wearing Rolex on their own volition. For how many watches Omega sells, I rarely see Omega on wrists in-person and even rarer to see celebrities wear Omega.
Christian and Team could it be possible that Rolex is actually going for Petek and Ap? Ever more distancing its self from the competition. The same way Mercedes makes less expensive cars, but also makes models that compete against Ferrari and Lamborghini. Maybe the move is to bump up Tudor and make it what Rolex was at the beginning and for Rolex to step forward into a different wight class! For sure, there is no better time for Omega than right now. They can capitalized heavily on Rolex transition and cement themselves in the market for people going into buy a great watch for the first time. Would like to hear you're thoughts ? Best, Guillermo
There's one very simple reason this will never happen.... Swatch group. Unlike Rolex, which is independent, Omega has always to answer to swatch group shareholders, and these people care more about end of year dividends than the performance of one of many subsidiaries that swatch owns.
Christian and i were talking about that a lot actually, Omega is a cool brand especially with watch geeks but will they ever cross into mainstream cool? Would you ever have a rapper talking about their speedy or something? What marketing would have to shift for that
People tend to forget Omega was Rolex before. And Rolex took over. Omega can do the same. AP has every rapper under the sun talking about them. It only takes one. IWC has every star it seems under contract. It can and most likely will happen.
Given that Omega belongs to the Swatch Group and other influential groups like LVMH and Richemont have consolidated their market power, it stands to reason that the growth in market share and combined technical development of these groups over time can threaten the hegemony of Rolex / Tudor. (Swatch ~20% vs. Rolex/Tudor ~24% as of 2019) Swatch brands include: Omega, Breguet, Longines, Rado, Tissot, Hamilton and others.
I don’t disagree with you, but the older generation will struggle. I grew up in the 80s and in those days omega had a much lower reputation. It was in the same league as say Longines. Omega have been spectacular at raising their image, but for me I struggle to get over that feeling of them being a lower brand despite agreeing that they are near equal to rolex these days !
This guy truly understands the market and there are a lot of people that will not even try to purchase a Rolex anymore due to the games that are being played in recent years, they will go straight to Omega or a Tudor. It’s really amazing to see Rolex watches become available once you break the 10K threshold that you’ve spent at an AD. I’m getting calls that these “elusive” Rolex models are now available after buying my wife a Rolex and buying a Tudor Pelagos from my AD in the same week. I personally prefer the look of the classics like my 5513 Submariner over the new Submariner models. I love Rolex but I’m frustrated like the rest of you with the current market and I hope things improve.
@@fullymechanical9055 Provided the prices don’t increase by 50%, I’m not sure I could justify paying an extra $5k AUD for a Sub with a date window and that’s if you can manage to get one at retail to begin with
@@sammitchell2757 I like the white dial Seamaster apart from the end links. There is something about them that doesn't look right. I can even put up with the escape valve although would rather it wasn't there.
I got a chance to meet and have words with Christian at a watch event in NYC, he smiled and complimented my new IWC which was just released. He has matured a bit more since then and I kinda agree with him lately but Rolex is not king. I know that it’s about content and all so do your thing and best wishes.
So funny, Omega is going to replace Rolex but in the same sentence: "We're giving away a Rolex"z. Also, Rolex is to stiff, but Patek (master of stiffeness is also ruling the watch world. Naah Christian, you have to do better than this
Theo and Harris! Great content and very thankful for this video. I, wholeheartedly agree with everything mentioned in this video and want to add the following:- > Omega will be number 1 sooner if they introduce the Speedy 3861 in 39mm or 40mm. They just need a silver bullet to kill Rolex and I think the size reduction on Speedy will do it. > In my eyes, Rolex is blowing a chance to keep the crown because they failed to slap their ADs hands of unprofessional business model with their fake “waiting list”. Their waiting list is based on how deep their clients pockets are. > Lastly, Omega needs firm up their prices. There should be no discounts provided. The discounts on the watches cheapens their branding. Luxury watches is not area where clients should be getting discounts. I would hate to know that my neighbor got his Speedmaster 30% less than what I paid MRSP. 😂
Another thing, to be contradictory, circa 2005 Rolex was premium in rap and sports, but a secondary watch was the Breitling (navitimer), Jacob world time, etc...anything 44mm, and they have faded back into obscurity.
Fans of indie rock band: "why isn't the band more popular???" Indie rock band blows up and is the hottest thing in music. Original fans: i liked them better before they got popular... This analogy works for watches too
I went into a Rolex AD once with full intention of buying an Explorer, as we all know not exactly an exclusive or fancy model, but I’d always wanted one. Anyway, they refused to sell me one with the reason being I wasn’t a previous customer however, they told me they would put me on a waiting list and if I purchased something else from them that would eventually help me get the watch I wanted. I then spent 45 mins with the salesman looking at several other brands then decided on buying a JLC Polaris (£2k more that the Explorer!). As you can imagine the salesman was over the moon.... for 10 seconds when I took great delight in telling him I was buying that watch but just not from them! I then proceeded to go to another jewellers on the same street, buy my JLC and walk past the first place making sure they saw me. Yes, a bit childish and yes an expensive way to make a point but hell yes was it satisfying.
Haha genius.
Walked into Rolex after workout..generously let them know I’ll might be interested in a air king or explorer ii 42mm black dial...5 minutes later I was called and told they have the watch inventory..
Explorer is hot model its price went up 20% now even more.
Jlc is great watchmaker, but polar is crap...
@@ilyapetrov5501 in Nyc you can get it cheaper since a lot of them on Chrono24..you just have to meet the seller in person and negotiate with the commission fee what eventually they would pay for C24..I would not pay over 20% that’s crazy
@@ilyapetrov5501 wait wait wait... even polaris knock out rolex in the movement finishing, then if polaris is crap then rolex is double crap bro ... don't you think ?
As an Omega fan I support this message.
You shouldn’t. Unless you want a $10k Msrp Seamaster that is only available from gray dealers at a significant markup.
Outside of the Speedmaster omega doesn't really have a consistent identity. Especially there Seamaster. It changes far to much between each generation. When you look at Rolex you can see the improved refinement in each generation but by and large their models all have the same DNA through the decades.
@@Weakeyedominant I agree to a certain extent. The SMP has kept the design language coherent for 20+ years and is becoming more identifiable by the masses. Not to Sub levels of course but it is slowly happening.
@@franky3fingers337 I have one so I'm ok with that hahaha 😆 I don't think omega are that silly (I hope) let's pray they will always be the brand that's got your back
@@franky3fingers337 I don't want Omega to overprice their watches or start wait lists. But I'd like them to get more recognition. And I already have my Seamaster, so :P
Big fan of lots of watch brands but the slowly slowly slightly improving Rolex method against the rapidly improving Omega quality is going to end in Omega making simply better watches. This combined with Omega treating their customers nicely rather than only selling their watches to people who already have their watches means Omega will start to win the game.
The already make better movements that are hardier for cheaper
I'm speaking from experience. I've been wearing a Rolex GMT given to me in 1967. Over half a century. I am really fed up with Rolex's games. That is all it is games. I've never owned an Omega. But I will be jumping ship. Rolex makes 800,000 watches a year. But yet a customer has to wait two, three, four and even five years for a sport watch. Why hell, at 70 yrs., old I will have one foot in the grave and one foot on a banana peel before my AD calls me. Look, an Omega will keep up with your lifestyle as well as Rolex. The ego is a very expensive thing to support. Usually it will send you in the wrong direction.
I don't care who looks at my day date sitting in the airport terminal.
Well said!
At 70 years old just pay the premium and buy what you want. It's just money.
@@kronikinsomniak "its just money"
@@verbalkint4258 Dude is 70. If he is financially secure enough to be shopping for Rolex watches at that stage in life then a few thousand dollars is not going to make or break it for him. So yea, its just money, disposable money, you can't bring it with you when you pass. Time is far more valuable. If someone doesn't have disposable income then that person doesn't have any business shopping for thousand dollar watches to begin with anyway.
They don’t risk looking too “stiff”. Have you checked out the Rolex FB pages lately? They risk becoming the douch bag brand. I think they are there already.
Completely true. Worse, the people even still believe that they are buying a Picasso (rare and unique pieces of art in the world). This is just watches, they do not produce anything and they are mass produced (unless they are unique), but while the demand keeps the pace above the supply the people still believe that they are real investments. Why a steel Daytona values more than a gold as "investment"? Because of the affordability factor: one costs 14000€ and the other 35000€, that's why the first has a lot of demand (at the moment) not because of intrinsic value, just to mention if we melt the steel vs the gold one then we see the intrinsic value of each one. Another thing to note is: very difficult to sell watches in second hand, knowing how evolved the world of the fake industry mainly in the most wanted (hyped) Rolex.
#####
Enjoy as much as possible using the watches you like and don't full yourself thinking that they are investments, because they are not, in the past, present and in the future.
they are. reading through Facebook groups, Rolex snobbery is rampant. must be hard to justify a grade A investment in the form of a watch to "normal" people.
Yeah, I really liked the older Rolex pieces and some of the styles. I can remember AD's giving Daytona watches away to customers for purchasing another Rolex model. Yeah this was a thing. Now days Rolex (for better or worse) has become a "look at me" fashion accessory. I'm not into fashion, so I'll just stick with enjoying horology.
@@patricko9170 I'm 50 and can never remember Ad's giving daytona's away for purchasing other rolex models?? 🤥
they are actually, even though i love them
I have been on a wait list for a ceramic no date Sub. When it got discontinued and the new Subs were released my AD could not give a clear indication of what that meant for me and my spot on the waiting list. At that point, I decided to just let it go. Too much hassle. And not something I want to get behind. What is on my wrist? An Omega Seamaster 300 Master coaxial.
I have both, the Omega is a much better looking, higher quality watch. I like the sub but if I could only chose 1 even at the same price I would chose the Omega easily.
Did you get treated more like royalty when purchasing your Omega Ω compared to when you was trying to purchase the more expensive Rolex? I was offered drinks and all that jazz when I purchased my seamaster and I was pretty much offered the door when I went looking for a sub. 😂😂
I put my name down six weeks ago just got my no date sub today.
Sold my supercase sub. Still have my Seamaster ceramic wave dial. Significantly better experience at Omega dealer than Rolex. Difference between Holiday Inn and Waldorf Astoria. Just zero excuse for that.
@@bensmith4666 Some sales rep tried to push a 36mm OP when I asked for a 40mm Yachtmaster. They give zero f***s lol.
I learned something today I will never experience first hand.... owning "nautilii"
😂
The shift is happening, for the exact same reasons the video brilliantly exposes.
As an Omega enthusiast I don’t even want it to happen. I prefer to keep buying Omegas under the radar while the masses keep joining waitlists and over paying for their Rolexes.
Yasss....keep Omega cheaper than Rolex! Lol!
Yup I agree. I refuse to beg a company to take my money, especially when a much better looking watch is available right in front of me for less
I'll have the three Omegas I want before I have to worry about Omega getting out of reach. Already have one. I'll get another this year and then my last one in 2022.
@@jimlittle5769 nice. Smart move. What are you getting?
@@NPrez-cv4jn I have the new blue Seamaster Diver 300M. Going to get the Green AT with the green leather strap, and a Speedy.
My parents gifted me an Omega Seamaster cosmic in 1975 for my 21st. I remember them buying it. £60! Fantastic watch,still only gains 5 secs a day after 45 years
Your 1975 Omega is not the same as a modern Omega. Your Omega is a genuine Swiss watch made to a very high standard.
I didn't imply that it was,but many thanks for educating me
@@bighands69 what are you implying?
This just happened to me (except I’m 23). Amazing gift!
I love that you think that the 'Average Joe' is a twenty-six-year-old metropolitan professional. 😂
Lol..I guess he meant the average Joe watch enthusiast instead 🤣
Haha fair one 😂
I think it is just in relation to where he is located. He is in NJ near NYC. He himself is about 24 or 25 years old and many people in the NJ/NY area in that age range finish college and go working in the city (NYC). Does not mean they are making a ton of money but often a single guy around the NYC area (or the average joe) is bringing in about 50k. I think his wording makes it sound "business man" like but metro area is simply the NYC/NJ area and professional simply being somebody who starts their career job.
@@ninjatux this is very true. I just wanted to put out there that some people hearing his statement might think he is talking about the average Joe having a lot of money and I don't think that is what he meant.
I’m 27...
Rolex makes excellent watches. I’ve owned a few. But I’ll never buy another, because at this point the company honestly disgusts me. Treated me like crap when I tried to get them to honor the warranty on a year old watch purchased brand new at an AD in Geneva. And then there are the ridiculous waitlists. They’re hardly the only option considering what brands like Omega, Glasshütte, or Grand Seiko have to offer - completely bullshit free.
I feel the same but I think Rolex become scam brand, hyperinflation overpriced Crown 👑
Glashutte is a great brand. The quality per $ spent is impressive. Also, preowned JLC can be a great buy if sometimes a bit finicky to maintain. I just can't get too excited about Rolex. The biggest watch purchase mistake I made was not doing a deal for a Newman style Daytona in the early 90s but I've rarely been tempted by a Rolex since. It's a well made product but the hype is insane. With these wait lists & premiums you'd swear they were the only Swiss manufacture.
@@Remboken I don't think is that simple. If you compare a Seamaster 300M with a Submariner, you are right. No reason behind the difference in price. However, look at the Omega PO GMT black ceramic. It costs almost 12K. However, in the grey market and preowned is almost 40% cheaper. In contrast, a new GMT Master II Batman costs almost 10K, but in the preowned and grey market costs almost twice. So in this case is Omega asking a ridiculous price at retail.
@@hugohernandez3651 You can’t get a new GMT Master II Batman for 10K so again against a much higher price then retail. Rolex was my favo brand...
Have been telling the same to my friends, as Rolex has been lack of innovation whereas I see Omega as a more relevant to the current trend which give a significant impact to Omega’s value in terms of its product value as well as brand value.
Rolex is hype. Hype i dont plan to get my pockets picked for unless you're talking vintage. I much rather drop 15k on a VC overseas than anything out of the current rolex lineup.
overseas are getting harder to find at retail
@@tajtahmeena8635 this is true. Some models do pop up once in a while. Honestly, ive been looking for a lightly used chrono.
@@UnburdenedByWhatHasBeen great choice
I am not anti Rolex but I agree I would not spend 15K on a Rolex (or any watch for that matter) but the key factor is Rolex offers some clean models for just $5.5K brand new.
@@planetdee3587 i do like their explorer models currently but i think i would still go vintage. Honestly, im more of a fan of tudors lineup than rolex.
I have Three Omegas and four Breitling watches. I cannot be bothered with Rolex and their games. Can't even window shop because there are none.
You are right. I passed by a store with two vitrines dedicated to Rolex. One had a man's watch and the other a woman's watch. There are many brands that are as good as or better than Rolex.
Just purchased my first luxury watch - Omega AT 41mm in blue. I really liked the new OP 41mm as well, but frankly didn't even try to go to an AD and ask for one. IMHO, not "better enough" to justify foregoing the great price on the AT after discount, which I knew I wouldn't get with Rolex. The price does matter.
For me, my frustration with Rolex has lead me to discovering Grand Seiko!
Rolex can't be bothered. They make almost a million watch annually and they still sold out
That’s what makes them not special. They produce more than 3000 watches a day. That’s not special. That’s mass production. And that’s not important but just a fact. I like some models but they are not PP. Only the prices are.
Where do you guys get these figures from? Arent production numbers supposed to be secret?
@@DubSalvation Google
@@DubSalvation yes they are a private company and keep they figures disclosed but there are studies of market penetration of the luxury watch market in Switzerland and by collecting Data you can get a ball park number on their revenues and divide it by the average cost of a Rolex watch, then you can get a sense of their production numbers.
I got pissed by Rolex and instead of getting the day date, I bought JLC master calendar instead.
nice !!! outstanind watch !!
Have both Rolex and a Omega watches, and I wear my Omega watches 99% of the time. I think Omega have a much better quality and looks.
I have Rolex for investment and actually wear Omega
@@nick000002 yeah…the only reason Rolexes gain price is because of the name, Omega is better in almost every way
Whole video about rolex losing popularity.
In the end rolex giveaway.
Thats my humor
Christian: Omega could overtake Rolex.
AlphaM: Hold my MVMT.
Just gonna rub some Teige on my MVMT. And boom! Its a bad boy's Rolex!
But Omega were the Rolex of their day before Rolex was Rolex, then Rolex become Omega and now Omega is becoming Omega again?
🤣💦
Well there you go. Omega will regain the throne
Very well put because you’re absolutely right!
The average watch person IS Omega. Rolex is being promoted.
Rolex is Rolex, and that will never change. Men want what they can’t have. Their strategy of building desire is genius. You have thousands of people buying their watches in the grey market because they can’t wait for their AD. If Rolex had availability for every buyer, their brand wouldn’t be as desired as it is. Understand that Omega releasing a “new limited edition/limited production” of Speedmasters every month doesn’t help their brand.
Omega watches craftsmanship and quality are TOP.
Agreed. To be honest, I don't really mind that everyone wants to get a Rolex. What I see happening is other competing brands being highlighted. This means that their offerings are going to be better, and more "value for money" in comparison to Rolex. This creates an vibrancy that I have never experienced before. Omega has always been a Rolex competitor. But anyone that wants a Rolex will not settle for an Omega. However, I see this changing very soon. I can speak from first hand experience lol.
There was a time when Omega was desired over Rolex....things change...and will again.
Spot on !
Yes but Omega was the Rolex 50 years ago until Rolex dethroned Omega. So it's always possible to reverse that trend.
I really hope WOLEX stays on top... So that I can get the Speedy at a 20% discount in a year or two! Rolex can have their hype. Omega is the brand for me :)
Unfortunately there is room for more kings. Omega heading down the route as Rolex, there is a massive waiting list for this watch and also the new snoopy and 321 etc. You can forget about the discount
Same, I love Rolex shitting on its clients
It just means I keep getting awesome discounts on Zenith, JLC, and Ball :)
I was playing around at the Rolex website, configuring my ideal Datejust 36 for everyday wear: all steel, solid bezel, oyster bracelet, blue dial. Then I realized I don't like the domed bezel, wished the size was a tad bigger, and that the dial was more interesting. Then I thought to myself: I might as well just get the Omega Seamaster Aqua Terra in 38mm, and it's cheaper too! Voila!
Exactly my experience!
Omega is already king to me, the AT is the true date just killer.
the globemaster too absolutely butchered the datejust
I agree. The AT is awesome. I chose it over the datejust. I have absolutely no regrets.
Yes. But no micro adjustment on the clasp
@@evh4611 yeah, and that suuuuuuuucks....
But wears really nice on many straps
@@evh4611 I understand that for sure, just so happened mine fit perfectly at 7 1/4 so I never needed to adjust it but I could see how that’s a peeve.
I wanted an OP 36 and contacted numerous dealers within my area and I was unable to get one. I was able to go into an Omega dealer and purchase a AT 38 with 23 percent discount. I got a stunning watch with great specifications without having to play any games.
That's pretty sad ...
I honestly can't see this happening. I have omega watches and love omega brand but they bring out too many varients (limited editions).
That vintage Omega looks so good on that ostrich strap. It lifts the watch out of being too stuffy and antique-looking while still being perfectly complimentary.
I agree with you. As much as I want my first Swiss watch to be the new Rolex submariner, it’s frustrating how it’s just not available. Trying the omega speed master last weekend, I really loved it and now I was given the opportunity to buy the new speedy. no bs no how many watches have you bought from us.
Go with Omega and don't look back 👊
Fuck yeah!!
Rolex doesn’t do marketing campaign because they don’t need to. Some luxury brands just don’t need marketing. Hermès does the same for the Kelly bag which is still the queen of bags and has years long waiting list to be purchased
Very nicely put.
Let's not forget Omega has already worn the Crown.
Totally true! And for a very long time.
What do you mean?
Lol
So cute
@@JoeyJiggles back in the day, Omega was the dominant force of the watch industry. But with brilliant marketing and quality watches, Rolex took over them.
I’ve noticed the theme of this video has been gaining traction across social media over the past few months. No smoke without fire as they say. Surely Rolex are not so arrogant that they don’t have a marketing department analysing this shift in trend and prepared to respond....? I suppose all the marketing spin in the world won’t fool a disenfranchised market share who have been frozen out of new purchases for the past 2-3 years.
As Rolex are an NPO, I don’t think they care that much.
Omega is part of the swatch group which has shareholders oblige.
Love such a considered, thought-provoking, gorgeous video. As long as JLC continues to fly under most instagrammers' radar, I don't mind how long the wait lists are for Rolex.
Could not agree more.. And Zenith too. And since you mention JLC, current Montblanc/Minervas.
Iwc is pretty amazing too, i mean you got omega iwc zenth jlc breitling now, hmc, all at a very approachable price point relatively speaking. Hech you can even buy an overseas and pateks and langer if you search a lot. No reason to wait foe the rolex ad to call you, life is to short for that.
Ha! YES!! Please don’t pay attention to my 2nd favorite watch JLC. Rolex being the 1st 🤦♂️ haha
JLCs are often great value pre-owned. Which is great for those in the know.
I love my JLC Memovox Tribute to Polaris 1968. The alarm sound is awesome. I much prefer my JLC to any Rolex… I may be stupid for some but that’s my own thing.
JLC are refined, are Rolex so refined ? I don’t think so.
A great narrative. I have the disposable income to purchase a Roles steel sports model but due to the inherent non availability of these, I have purchases multiple Omegas and Tudors. Yes, I still love my 1973 date just given to me by my father but I do not turn to Rolex to enhance my collection today as my impatience won’t let me.
Lovely that you have the inherited date just and also want to enjoy your collection! I’d love several Rolex watches but I want to be able to purchase and enjoy wearing my watches, I get no enjoyment out of waiting endlessly, trying to sweeten up dealers or paying over the odds!
Zuul voice: There is no Omega, only Swatch Group.
I am beyond frustration with Rolex. I'm looking for mechanisms of retaliation against the company and ADs. My AD doesn't even have a wait list. There are much better brands, designs, and quality available for purchase. Note -"available for purchase".
Then simply ignore the vulgar watches that drive the youTube hype, and buy the better crafted ànd better designed watches that you like, at appropriate prices.
JLC, Zenith, Minerva-Montblanc, VC Overseas.
@@msteaks1939 Agreed. Done .... I have purged all Rolex models from collection. Recently purchased two gold models from VC and JLC. Added a Sinn as well. Ruck Folex!
Cool view piont, you may be right, but Grand Seiko for me are gorgeous watches and they came up with the Spring Drive movement themselves super accurate, and innovative. Happy New Year to everyone at T&H.
Really insightful review , I wouldn’t underestimate Rolex’s ability to incorporate social trends into their long term brand strategy though . Omega has always been nimble and taken risks - many times to their disadvantage “the quartz crisis” as the prime example , they have tried to be all things to all people and many times have thrown the baby out with the proverbial bath water . Also , you failed to mention Tudor , an important weapon in the Rolex’s arsenal , allowing them to build a more contemporary and ‘in’ following and a brand they can take risks with, without compromising the parent brand. Great perspective though and thanks for sharing
I understand the frustration of not being able to walk in to an AD and purchase the Rolex of your choice. That being said, Rolex is on a different plane- ballpark than Omega. This ranges from desirability, collectability and value retention. Rolexs sales figures are also on a different ballpark than Omega. So, i dont think that Omega will displace Rolex in your lifetime
All it needs is for a company to make too many marketing mistakes. Currently Rolex does deliver those in abundance. Nokia was king of cellphones and Rolex is all but innovative.
Be honest, the more something becomes unobtainable the more it becomes desirable. Anyone who's always wanted a rolex will NEVER be entirely satisfied with their second choice. Those saying otherwise are merely fooling themselves. Its like dreaming of owning a Buggati Veyron: you know it'll never happen but doesn't stop you from wanting one.
Agreed
Omega is already beating rolex, people are sick of waiting and overpaying for a watch
They never will, this is just the reality
@@Joe-xo3xy I'm sure people said the same when Omega was King 50 years ago. Never say never.
Hey I am a UPS driver. I’d love to deliver my own watch from you. Lol
I was told several years ago by a small rolex AD that I needed to buy a bunch of jewelry first and come in often to get to know the employees and he even told me what kind of expensive whiskey they like to drink before I could get a watch!!! This totally turned me off to the rolex brand. I did my research and realized OMEGA is what I wanted and I went to an Omega boutique in chicago and they were happy to sell me a watch and treated me with respect and they were not pretentious. I have rolex Money but will NEVER buy or try to buy a Rolex ever again. I have to young boys that I wanted to buy watches for now and give them the watches later in life and they will have speed masters and seamasters on their wrist!
Although I own no Rolex watches as a watch nerd I do appreciate the quality and brand equity but my first luxury watch purchase is the current gen Omega Seamaster 300m Professional black dial that I love. I also love and one day own a Speedy, but also desire a Globemaster or AT.
Rolex got to their position NOT by limiting the supply of Submariners over the decades.
No question that Omega makes a great watch at a very good price point however in my opinion the satisfaction you get from wearing a SS Daytona or a GMT(Batman, Pepsi, Root Beer) is tough to surpass. Patek or AP is great too at a higher price point but if you really want to go off the charts then it would be an F.P. Journe for me.
Women also have been playing the same game with an Hermes Birkin, and the price has not gone down at all, in fact, some people say that an Hermes Birkin is a better investment than gold. Sure, there are a lot better looking and higher quality hand bags from other brands, but Hermes still has the crown. Similar to the same predicament of Rolex in the watch world.
Yes watch geek here. I have a couple Rolex’s but yes they are starting to piss me off lol
So have your Rolex watches all of a sudden stopped working or not doing what they are suppose to do.
Rolex cannot control the second hand market.
@@bighands69 uhhh have you walked into a boutique lately
Blayde Mckay what happened at the boutique?
@@glenbuyer8738
I have been in watch boutiques. So what has happened in them?
Rolex sucks! Having said that I just bought two of them :-).
I went to a Omega boutique and ask if I can order a 321. No problem. No wait list. It is just uncertain when they can get the watch finished. Once ordered all you do is to wait to have it finished for you. You don't have to wait for something to arrive. You don't have to wait for 5 years. People are friendly in the Omega store. There is no bullshit. Same deal with the latest 3861 when I visit again today. All you do is to hand over the money and the deal is done. No BS.
Totally agree, enquired about the new 3861 sapphire sandwhich on Monday and was invited to view the piece on Wednesday - It is now on my wrist.
I have neither the time nor patience to play games with Rolex and “wishlists”.
Great Lighting BTW. Your thoughts on current trends is compelling, although I think that it will more likely just do a Tier jump. Rolex will have their prices increased 40-60% taking a new spot under Patek. And Omega filling the spot as an average Joe's wrist watch.
Excellent editorial. I think you may be proved right in time. Great vid.
I did learn something watching this video, apparently the plural form of Nautilus is Nautili.
Despite the hatred Rolex gets we have to remember that their success was initially based on their amazing quality and construction. Despite being lifted by unmatched marketing success, and despite what many will claim, I have not seen the quality of their watches go down. Perhaps that is a benefit of being owned by a trust, which forcibly puts a certain amount of profits back into the company. In any case, unless Rolex's quality goes down, they will most likely be on top for a while. And even when the marketing hype dies down, their quality will keep them alive, just as it always has.
Exactly. Omega have reduced quality in their watches over the years starting with removing the 321 in the moon watch for the 861 then selling lots of quartz in the 80’s. They’ve spent time trying to improve but Rolex never did that
This is the kind of content that I love from T&H
One of the best in a while.. Nice job and very compelling CZ
Omega is getting 'big in the window' when compared to Rolex. Great video!
As a owner of both brands I hope your are right, the best thing for rolex buyers is more interest into other brands, omega being the key .
This stupidity in 2nd hand prices needs to stop and people need access to RRP watches from AD'S
Called my local Rolex AD today. 8 month waiting list for a DateJust41!Called my Omega dealer, and my Ed White 321 is coming next month.
8months for datejust? Let me guess... blue dial, fluted, with jubilee? Even then, that’s crazy. Have you tried other shops?
@@Wow_wow1 Yip 8 months! I was astonished! It was smooth, jubilee, blue dial. I had no chance with the other Ad's either they all owned by the same owner.They were even worse. So I gave up, and went to Omega. Service was great, and they called me twice to confirm my order.
Low demand. Can get one in a week.
You are so right! I have been to 5 ADs to get any Rolex professionel model - 3 told me I can just forget it and the other 2 told me they put me on the list but it isn't unlikely the product cycle of the models end before I get one...
Rolex has been creating value for their owners for over one hundred years. Many people had made similar predictions like you did during the period.
Gotten multiple Bond watches in at the Omega AD I work for and not a single one has made it to the case before it’s sold. Omega has a very strong presence when the pieces are marketed well. Especially for the price point.
Love this so much. This is going to piss them Crown of soooo much. Love it.
I doubt they care.
Every third barista is wearing an Rolex Daytona where I live. You don't have to be a watch enthusiast to know that this is impossible. The sheer amount of counterfeits I am spotting on a daily basis is the main reason why my Omega has much more wrist time.
Nah. Omega has too many "special editions", quartz pieces, and plain jane (i.e. DeVille) pieces to ever be as prestigious as Rolex. Each of Rolex's models is the best in its class except for Cellini, which, frankly, is probably more durable and, thus, more wearable than PP, VC, JLC etc. "dress" watches. Besides, who the hell is gonna lay out ~$20k for a Deville Tresor when you could get a 2020 TT Sub for a little less! Omega has a long way to go before it has more appeal than Rolex.
good basis for a discussion and agree Omega innovation and pricing is surpassing the Rolex Hype
I didn't notice that the new Speedy 321 was sold very high on the pre-own market, just a bit more than the retail price.
Back in the 90's BMW showrooms were empty and Mercedes was the king. BMW changed the perception of consumers, telling them Mercedes is for old man. Now, at least here in Singapore BMW outsell mercedes by a large margin. Omega can beat Rolex. They just need products that can talk to us , watch enthusiasts we are not interested in countless variations of speedmaster. We want something new, exciting and bold.
Omega need better proportions.
Rolex is king for normal people. Omega is king for watch people
Not even close....
Reasoning?
@@ShawnL61189 normal people don't care about watches, they only now about Rolex or the brand they are wearing. Watch people know about watches and Omega arguably has achieved a bit more, but i don't mean to downplay Rolex by any means if that's what you think. i dont want to step on people's toes
This video is a total pipe dream...as long as Omega is the Swatch Group's sports line, it wont be able to compete with Rolex!
Omega does too many editions. It cheapens the brand. But they are indeed an amazing brand.
Christian, so well put. Many watch enthusiasts will tire of the dangling carrot of a steel Rolex. Seeing empty shelves for 2 years at the AD says all I need to know about the brand. Some one’s getting these watches and it’s certainly not the loyal customers. As an owner of Rolexes, with the 50%++ price increase in pre-owned steel, they’ve completely taken themselves out of my market. I’ve been spending my money elsewhere, and will never put my name on a list. When I see them stocked again at realistic prices, I’ll consider it again, but we all know that won’t happen anytime soon, if ever.
But the problem with omega in my opinion is that they're designs are not as attractive but mostly boring
Check out the new speedmaster watches especially the snoopy speedmaster. The caseback is so amazing.
@@luqmanbinharun2786 of course I saw them they're cool but not amazing to my eyes 😔
Yeah. Oh look. Another moon watch
@@luqmanbinharun2786 I must admit that case back is the coolest ever
Omega Speedy 321 is possibly my favorite watch of all time. Awesome video, well done. Couldn't agree more, its a matter of time before 'the' watch to have isn't a Rolex.
Well done.
While I agree that Omega is best placed to de-throne Rolex... They are going to have to step up that marketing you alluded to and quit relying so heavily on the Speedy.... Waaaaaaaaay to many SKU’s across the entire omega line and the 15 special edition Speedy’s every year make them very unspecial.
I think Rolex also made a smart move with their brilliant resurgence of Tudor to shore them up against Omega’s most popular Lines. ( Seamaster, Speedy’s)
The one thing I agree with... Rolex is getting way over douche like with sports watches.. They have to increase supply where it is still scarce but not ridiculous.... You should be able to go to any AD and order any flavor Sub, GMT, Daytona and have it in your hands in 6 months..... If Rolex has a SOLD ORDER.... They should produce it... period...
Sure make a few exceptions for rare limited run special editions if you like... But those should be true special edition’s like a Corvette ZR1.
A Pepsi/Coke GMT, any standard color Sub or Daytona should be ..... Fill out order sheet with your localAD... wait a 6 month max and it’s yours when it comes in....
It definitely is starting to wear the public out and give us douche chills.
When Ayo & Teo comes up with a song called “Omega” and it hits 1 billion views on UA-cam I would accept that Omega has taken over Rolex.
Exactly why modern Rolexes have become the watches of Multi-Level Marketers and their youTuber equivalents.
Rolex is too overrated
Rolex sucks
As someone who has the funds to purchase a Rolex GMT, has purchased at an AD without any significant movement on “the list,” I’m over Rolex. I’d rather spend my money on Omega, JLC and VC.
Agreed, new Rolex steel sports ownership has became a tacky echo chamber for people with no taste
Great video.
I like both Omega and Rolex. However, I don’t agree that Omega is going to ever even get close to overtaking Rolex, barring a complete revamp of most of their designs.
Every few months I go to the Omega dealer and look at the offerings. I must say, nearly all Omega models are not very aesthetically appealing, some of them are downright shockingly out of touch with modern day design altogether. Other than the Speedy, there’s really isn’t anything very desirable in their entire lineup, especially in the dress watch category.
I have several friends that are watch enthusiasts like myself, and I also belong to my local RedBar, and have to say that there’s no love for 99% of Omega’s current lineup. It’s basically the Speedy and that’s about it. Once in a long while you’ll see a Seamaster, but that’s about where it ends.
Sure, the Seamaster is ok, but it is no watch enthusiasts grail watch by any stretch.
And if I’m being honest, when holding any modern Omega model in the hand, it feels significantly less quality than any modern Rolex I’ve held. The difference just seems very noticeable and this is a common observation from others as well. Sure, some of the technical innovations may even be better than Rolex, but quality is first observed in the hand and Omega just feels and looks blatantly inferior. It’s quite noticeable to most people that I’ve discussed the topic with.
So, as much as I like Omega, mainly for the Speedy, I don’t see them doing anything significant. I feel they need a new head watch designer and need to revamp nearly their entire lineup. If they had all new, better looking, and more modern designs that feel of better quality in the hand, they would significantly improve their position. They have a good name, but don’t have the watch lineup to match at the moment. Maybe if that happens and they nailed it we’ll readdress this. 😀
I agree, own the pre ceramic seamaster and a speedy pro compared to my GMTc and modern Air King, the quality do "feels" different. Than again you can't dispute the price difference... a chronograph speedy pro being cheaper than a simple 3 hand Air King. However the speedy feels more like a tool watch on the wrist and the modern Professional Rolex lost that IMO, they just feel luxury.
@@donaldneo4317 Agreed, there’s definitely a price difference in most cases. I’d be willing to pay Rolex prices if Omega stepped up their game someday because I do respect the brand overall.
Well said Christian and you expressed the real frustration that real watch collectors are experiencing with Rolex and their AD's. If Rolex will not sell to first time buyers then the consumer will lose interest and demand will drop rapidly. Remember that Rolex makes 800,000 watches a year, so they are not rare! I love watches and buy the ones that appeal to me at affordable prices to WEAR (not as an investment). After searching around the United States & London in my travels for the last 3+ years, I have been put off by the AD's not stocking Rolex in their showcases. Furthermore, I have discovered that the AD's sell the Rolex sport steel watches to their high spending customers first (e.g. the ones who spent 100s of thousands of dollars), then to dealers on the secondary market at markups of 40%. I also found out that these same big spenders are allowed to buy several sport steel models to flip at a profit. Hence, the AD is not developing new customers who want to wear the watch. I do not fault Rolex per se, but there is the "law of unintended consequences". I have discovered Omega & Breitling that offer greater functionality at much more affordable prices. I no longer desire to buy a Rolex, and I have discovered a better experience buying high quality Swiss brands from dealers on the secondary market (like yourself). It will be fitting if the flippers get stuck with their high priced watches sitting in their drawers and bank vaults when the market declines.
I would totally challenge the argument that society is getting less and less shiny everyday, social media is driving the market and all insta wannabees care about is Shiny Rolex, that is not changing
Insta-worthy watches make for the most hype!
I wonder how much of the issue is also that if you wear a rolex, there's a certain number of people who will wonder if it's a replica since they're becoming so widespread. I don't think the same could be said for wearing an omega. I also think the changes Omega are making to their lineup of Seamaster and specifically the Planet Ocean in the past few years have made it more forward (futuristic?) looking than the Submariner which never sees significant changes to the styling.
It's one of the many reasons why I'm happy I splurged my hard-earned money on an SMPc. Nobody says it's a fake Omega, plus I love its unique design and outstanding quality.
While I do agree that Rolex’s advertising is less that that of omega they still do cover major events. The Oscars, PGA tour etc. So I think it is less about frequency and more about the audience and clientele they advertise too.
Rolex also gets way more earned media with celebrities and famous people wearing Rolex on their own volition. For how many watches Omega sells, I rarely see Omega on wrists in-person and even rarer to see celebrities wear Omega.
@@gyang333 completely agree. The subtlety of their advertising often goes un noticed.
Christian and Team could it be possible that Rolex is actually going for Petek and Ap? Ever more distancing its self from the competition. The same way Mercedes makes less expensive cars, but also makes models that compete against Ferrari and Lamborghini. Maybe the move is to bump up Tudor and make it what Rolex was at the beginning and for Rolex to step forward into a different wight class!
For sure, there is no better time for Omega than right now. They can capitalized heavily on Rolex transition and cement themselves in the market for people going into buy a great watch for the first time.
Would like to hear you're thoughts ?
Best,
Guillermo
Rolex is boring. Omega is cool. Sorry I said it.
@@TheDryDown One Rolex is enough to come to that conclusion...
@@TheDryDown more than you! ;)
There's one very simple reason this will never happen.... Swatch group. Unlike Rolex, which is independent, Omega has always to answer to swatch group shareholders, and these people care more about end of year dividends than the performance of one of many subsidiaries that swatch owns.
Omega already beats Rolex in many metrics, but not in brand recognition and clout. That won't change.
Christian and i were talking about that a lot actually, Omega is a cool brand especially with watch geeks but will they ever cross into mainstream cool? Would you ever have a rapper talking about their speedy or something? What marketing would have to shift for that
@@TheoandHarris richard mille is now the rapper clout watch brand
People tend to forget Omega was Rolex before. And Rolex took over. Omega can do the same. AP has every rapper under the sun talking about them. It only takes one. IWC has every star it seems under contract. It can and most likely will happen.
Given that Omega belongs to the Swatch Group and other influential groups like LVMH and Richemont have consolidated their market power, it stands to reason that the growth in market share and combined technical development of these groups over time can threaten the hegemony of Rolex / Tudor. (Swatch ~20% vs. Rolex/Tudor ~24% as of 2019) Swatch brands include: Omega, Breguet, Longines, Rado, Tissot, Hamilton and others.
I don’t disagree with you, but the older generation will struggle. I grew up in the 80s and in those days omega had a much lower reputation. It was in the same league as say Longines. Omega have been spectacular at raising their image, but for me I struggle to get over that feeling of them being a lower brand despite agreeing that they are near equal to rolex these days !
This guy truly understands the market and there are a lot of people that will not even try to purchase a Rolex anymore due to the games that are being played in recent years, they will go straight to Omega or a Tudor. It’s really amazing to see Rolex watches become available once you break the 10K threshold that you’ve spent at an AD. I’m getting calls that these “elusive” Rolex models are now available after buying my wife a Rolex and buying a Tudor Pelagos from my AD in the same week. I personally prefer the look of the classics like my 5513 Submariner over the new Submariner models. I love Rolex but I’m frustrated like the rest of you with the current market and I hope things improve.
Took the words out of my mouth about Omega’s value for money
It looks like they may be beginning to increase their prices due to their coaxial movements, which is understandable but a tad annoying.
@@fullymechanical9055 Provided the prices don’t increase by 50%, I’m not sure I could justify paying an extra $5k AUD for a Sub with a date window and that’s if you can manage to get one at retail to begin with
@@fullymechanical9055 also, the white dial Seamaster 300 is such a cool piece
Nearly £5.5k for the new Moonwatch is absolutely absurd. Value for money my arse
@@sammitchell2757 I like the white dial Seamaster apart from the end links. There is something about them that doesn't look right. I can even put up with the escape valve although would rather it wasn't there.
I got a chance to meet and have words with Christian at a watch event in NYC, he smiled and complimented my new IWC which was just released. He has matured a bit more since then and I kinda agree with him lately but Rolex is not king. I know that it’s about content and all so do your thing and best wishes.
So funny, Omega is going to replace Rolex but in the same sentence: "We're giving away a Rolex"z. Also, Rolex is to stiff, but Patek (master of stiffeness is also ruling the watch world. Naah Christian, you have to do better than this
Theo and Harris! Great content and very thankful for this video. I, wholeheartedly agree with everything mentioned in this video and want to add the following:-
> Omega will be number 1 sooner if they introduce the Speedy 3861 in 39mm or 40mm. They just need a silver bullet to kill Rolex and I think the size reduction on Speedy will do it.
> In my eyes, Rolex is blowing a chance to keep the crown because they failed to slap their ADs hands of unprofessional business model with their fake “waiting list”. Their waiting list is based on how deep their clients pockets are.
> Lastly, Omega needs firm up their prices. There should be no discounts provided. The discounts on the watches cheapens their branding. Luxury watches is not area where clients should be getting discounts. I would hate to know that my neighbor got his Speedmaster 30% less than what I paid MRSP. 😂
give me a new PO - lumed numerals -slimmer -and I don;t care for rolex
Another thing, to be contradictory, circa 2005 Rolex was premium in rap and sports, but a secondary watch was the Breitling (navitimer), Jacob world time, etc...anything 44mm, and they have faded back into obscurity.
Pick up your lollipop 2998s while they're still available !
Fans of indie rock band: "why isn't the band more popular???"
Indie rock band blows up and is the hottest thing in music.
Original fans: i liked them better before they got popular...
This analogy works for watches too