I just closed the poll, let me know present you and analyze the results …
2045 people participated and 43 % or 874 voted for the Omega Speedmaster. That´s an amazing result, since the number two, the IWC Pilot´s Watch Chronograph Top Gun only got 287 votes or 14 %. Very close Zenith with its El Primero Striking 10th as the number three with 197 votes or 10 %. On fourth place Breitling with 178 votes or 9 % and only on place number five the Rolex Daytona with 157 votes or 8 %.
Guys, what is Omega doing right and Rolex wrong?
Shouldn´t the Rolex Daytona be the absolute number one in such a poll? I would have never thought that Rolex is going to be voted just at fifth position. For me it is another proof that Rolex has to wake up now. The brand is loosing ground especially to Omega.
Omega is much more innovative, has the more attractive models in its collection and Omega seems to head in a very bright future. Still today many first luxury watch buyers go for a Rolex, but the group is decreasing rapidly. Rolex for many young and wealthy buyers is no longer sexy enough. This generation now is buying Omega, IWC, Breitling, Jaeger-LeCoultre, TAG Heuer, Chopard, Audemars Piguet, Hublot and Cartier, to name just a few other attractive watch brands in the order as they have been voted at the poll.
If I may give Omega an advice then I would encourage the management not to be so noble and modest in the company’s external communication. There are still so many positive things to discover and so many stories to tell, that the brand should take more advantage of its glorious heritage and today´s overall strength.
In my eyes Omega is still underestimated by many potential buyers. The fact alone that the “old” Speedmaster, from which I hear that the sell-out has decreased in the last years, performed so strong here proofs what enormous potential even the old, iconic ticking buddy still has.
But not only Omega is underestimated!
If I look at the results, I don´t understand why brands like Cartier and Chopard are not able to clearly change their image. Both are still very much perceived as a feminine and not a masculine brand, although both, Cartier and Chopard, meanwhile have attractive men-watches in their collections. And please do not forget that Cartier and Chopard manufacture a stunning variety of excellent in-house calibers.
It also looks like that Audemars Piguet is loosing ground to brands like Hublot, IWC and Jaege-LeCoultre, since they all have very masculine and technical sophisticated watches in their collections.
No surprise for me is the performance of Zenith. The Le Locle based manufacturer is performing well and winning back a lot of customers, the brand lost during the era of CEO Thierry Nataf. Jean-Frederic Dufour is really doing a great job. Silently and effectively he is attacking IWC and Jaeger-LeCoultre; IWC with his authentic Pilot´s watches and Jaeger-LeCoultre with his affordable complications as the Pilot Doublematic Alarm Chronograph and “Unitime” watch.
Breitling could do much better if only the customers would finally honor the brands efforts in building outstanding in-house calibers. Still for many buyers the name Breitling on the wrist is more important then the mechanical values underneath the dial. Many buyers therefore still refuse to pay the surplus for the new Breitling in-house movements. I think it will still take another couple of years until a broader public will appreciate and understand Breitling´s coherent path into the future.
The results of my poll underline that the things begin to change in now. The former kings are slowly kicked of their thrones; ambitious disciples take over the business. Marketing researchers by the way come to the same results. They say: Old brands like Rolex, Porsche and even Red Bull loose more and more ground. They are seen as being boring… These are the brands of the generation of the parents and no longer the brands of the actual young and wealthy generation.
Thank you all for participating at the poll and please check out my new poll that will go online very soon…