Omega replica watches was recently measured to be the most desired watch brand in China, as well as one of the strongest luxury brands in that country. Across the globe, Omega is one of the best performing contemporary luxury watch makers. Part of Omega’s success has to do with participating in important events such as the Olympics as well as with entertainment properties such as James Bond 007. At the same time, Omega is perhaps most successful for asserting performance in their design and technology whenever possible. Omega replica watches have been to the moon and to the bottom of the sea. How does a brand leverage all this into a core message?
Not resting on their laurels, Omega continues to push the functionality of their replica watches as far as possible. They’ve made ‘performance’ a strong part of their brand character, and a contemporary cornerstone of that effort has been “Co-Axial.” It refers to a type of mechanical component used in more and more of Omega’s timepieces. The brand has attached the term to so much of their marketing communications that is is becoming synonymous with the name “Omega,” and was the subject of a recent major campaign. I spoke with Omega CEO Stephen Urquhart on what Co-Axial is, and how Omega has used it to build the brand over the last decade.
The OMEGA Co-Axial escapement is used in conjunction with a free sprung-balance. The timepiece’s rate can be adjusted by modifying the moment of inertia of the balance wheel instead of repeatedly changing the active length of the hairspring. The adjustment is made by micro screws embedded in the circular balance wheel, a much easier task for the watchmakers. This design improves shock resistance and avoids the disturbances caused by touching the hairspring.