Rolex OMEGA Wrestles With Asian Market

top-level Wrist watch For more than a century, brand Rolex has been a symbol of performance and honor, and is one of the goals that almost all the tide men pursue.

Some of the presidents of the United States wore them, such as Eisenhower. In 1956, Rolex gave him a watch on the day of landing in Normandy, so it was also called "President's table".

And Rolex currently owns three series: oyster, di Tong, and cherry. At the end of March, five new members of Rolex's famous oyster watch series were unveiled in the Basel world 2011 (Basel World 2011) watch and clock exhibition.

However, analysts said that despite the continuous introduction of new models by Rolex, sales in Asia, especially in China, are increasingly threatened by OMEGA. Now, OMEGA pays more attention to it. brand marketing The gap between Rolex and its competitors is shrinking, so the future of Rolex is not as good as before.

Rolex five unveiled

Rolex unveiled five watches at the 2011 Basel watch and clock show, inspired by the concept of the wearer's success: challenging the limits and surpassing yourself. The birth of this new watch, in pursuit of the latest technology and design, has also extended the classic tradition of the brand, reflecting the rigorous attitude of Rolex towards the wrist watch. Oyster type Explorer type II is one of the outstanding representatives. The watch was launched in 1971 and became the necessary equipment for many adventures. Rolex has become an indissoluble bond with the adventure world.

In order to celebrate its birth 40th anniversary, in 2011, the improved oysters Explorer II extended the watch case to 42 millimeters and equipped with a new generation of 3187 mobile core of Rolex. The core is equipped with two Rolex patents: PARAFLEX patent damping device and diamagnetic blue PARACHROM spring. In shape design, explorer II pays special tribute to the original style of 1971, which has installed 24 hour orange index and arrowhead. The black dial is equipped with black pointer to create "phantom" effect, so that the pointer is floating on the dial.

In the new model of 2011, another innovative design is the CERACHROM character circle, which is developed by Rolex patent and combined with high-end scientific and technological achievements. It is effective in preventing scratch, corrosion resistance and permanent gloss. The oyster type yacht II, which is specially designed for sailing events, is equipped with this type of ring and has unique mechanical memory countdown function.

Another watch, which is also equipped with the word circle, is the famous oyster type constant universe figure, DIN. The number circle is displayed in a new black shape, and the solid outer ring takes the 1965 style design with the black circle.

This year, Rolex launched the two women's watch, also using the eternal rose gold and ROLESOR steel composite material. Since the introduction of the new 36 millimeter and 31 millimeter women's wear styles in 2009, this year will add a new style to the ladies' watches. The latest oysters style women's wear diary style is 26 millimetres, with ROLESOR gold (1539.20, -17.90, -1.15%) steel or white gold steel combination.

Asian dispute

Rolex watches have always enjoyed an international reputation. But in recent years, due to the lack of change in styles, their sales have been on a downward trend. On the contrary, OMEGA of Swatch group is gaining popularity in the emerging market because of its fashionable style.

In terms of brand positioning and marketing strategy, Rolex and OMEGA are both representatives of international famous brands. Both of them are excellent in waterproof, dustproof, precision and durability. Their exquisite design is designed to help people surpass the limit and overcome difficulties.

In the past, Rolex's popularity and popularity were more than OMEGA's. The two neighbors who also had Swiss ancestry had always been safe. In recent years, OMEGA has launched a provocation against Rolex. "Our ambition is clear: we must be equal to Rolex and surpass it in 3 to 4 years." OMEGA belongs to Swatch group (Swatch) CEO Nick? Hayek (Nick Hayek Jr). 4 years ago.

There is smoke in the clock field. It is not easy for OMEGA's rising star to shake the Rolex of the old king.

In the 70s of last century, Rolex and OMEGA began to distance. In the late 70s of the last century, when the Japanese quartz watch went all over the world, the traditional Swiss watch industry was hit hard, and OMEGA and Rolex both failed. Their different coping strategies led them to take a different path. The former changed the target of competition into Japanese brand, focusing on making quartz watches and mechanical watches; the latter positioned the watch as "jewelry" and developed towards the high-end market. {page_break}