How Omega Watches Uses Technology to Strengthen Its BrandHow Omega Watches Uses Technology to Strengthen Its Brand
Omega 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. Omega is perhaps most successful for asserting performance in their design and technology whenever possible. Omega watches have been to the moon and to the bottom of the sea.
Omega continues to push the functionality of their 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 becoming synonymous with the name “Omega,” and was the subject of a recent major campaign. 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.
While certain benefits of the OMEGA Co-Axial escapement will be readily apparent, others take more time to appreciate, including a four-year warranty, longer service intervals, and an outstanding chronometric performance which will be maintained over a longer period of time. In short, it is an upgrade over the traditional technology still used by most of the industry.
OMEGA owes a large part of its watch making excellence to the quality of its movements. These magnificent watches are highly collectible, and hold a very special place in many collectors’ showcases.