by Kyle Stults on June 01, 2009
As part of our “Post-Baselworld Interview Series”, Perpetuelle.com recently conducted an interview with OMEGA President Stephen Urquhart. We are pleased to share this interview with you below in which we learn a bit more of Mr. Urquhart’s views on Baselworld 2009, OMEGA’s commemoration of the 40th anniversary of the Apollo 11 mission, and more.
Omega’s exhibit hall at Baselworld 2009
Perpetuelle: How was BASELWORLD 2009 different for OMEGA compared to prior years?
Mr. Urquhart: Each edition of BASELWORLD has its own distinct personality and character. For OMEGA, 2009 will be best remembered for our commemoration of the 40th anniversary of the Apollo 11 mission. When astronauts landed on the Moon in July of 1969 they were wearing OMEGA Speedmasters; Buzz Aldrin had his strapped to the outside of his spacesuit when he stepped onto the lunar surface and the Moonwatch was born.
In Basel, we organised a press conference which featured four of the twelve men who walked on the Moon, along with some other astronauts and some key NASA personnel, including Gerry Griffin, the flight director of Apollo 11 and Jim Ragan, the NASA engineer who was responsible for choosing the chronograph to be approved for all of NASA’s manned spaceflights.
In Basel this year we also celebrated the tenth anniversary of the launch of the OMEGA Co-Axial Escapement. While it may not be quite as “sexy” as our NASA connection, the implications of our Co-Axial movements on the way mechanical watches will be produced in the future are significant.
Buzz Aldrin holding the 40th Anniversary Speedmaster, with OMEGA President Stephen Urquhart
Perpetuelle: Please tell us about the philosophy behind the new 2009 releases from OMEGA.
Mr. Urquhart: We have always created watches which combined technical innovation with design excellence and that continues to be the case in 2009.
This year we have introduced a re-design of our Constellation line. While we have maintained the design features which have placed the Constellations among the most recognisable and popular watches in the world, the look has been updated and refined. The mechanical models are equipped with Co-Axial movements, so the aesthetic appeal of the watches is supported by state-of-the-industry watchmaking technology.
Another release for 2009 which also characterizes our philosophy is the Seamaster 1200M Ploprof. It’s a new version of the popular Ploprof divers’ watch we made in the 1970s but improved technology means that it is now water resistant to 1200 metres (4000 feet). It’s equipped with our Co-Axial calibre 8500 which was developed entirely in-house. It has a distinctive look, astounding robustness, and an innovative movement. It also recalls one of the great OMEGA wristwatches from an earlier time. Thus, it honours our heritage while helping to define the benchmark in the manufacture of mechanical watches.
The OMEGA Seamaster 1200M Ploprof
Perpetuelle: Would you please kindly highlight a couple of your favourite new models for us?
Mr. Urquhart: I would refer to the Seamaster 1200 Ploprof which I mentioned in the answer to your previous question.
We also released the Speedmaster Apollo 11 “40th Anniversary” Limited Edition watch this year. With distinctive sterling silver medallions on the small seconds sub-dial and on the case back, it’s a particularly nice Moonwatch.
The OMEGA Speedmaster Apollo 11 “40th Anniversary” Limited Edition
Perpetuelle: What are you wearing now?
Mr. Urquhart: At this moment I’m wearing the Speedmaster Apollo 11 “40th Anniversary” Limited Edition. It’s particularly appropriate with the anniversary in July approaching.
Perpetuelle: Please tell us about the distribution strategy and geographical availability of OMEGA timepieces.
Mr. Urquhart: Some years ago we implemented a strategy to streamline our distribution and it has been very successful – we have reduced the number of OMEGA retailers by half with the result that we are working with those who are best able to represent the brand. Furthermore we have reinforced our strategy with regard to corporate flagship boutiques and now have over 50, the latest addition being our store on Fifth Avenue in New York City which opened in April.
OMEGA’s Newest Boutique opened at 711 Fifth Avenue in New York City
As a truly global brand, we make our full product range available to all of our markets around the world.
It’s useful to remember that our distribution strategy is not independent of our product strategy. OMEGA is still defined by its pioneering spirit and innovative watchmaking. Our Co-Axial calibres can be described as an evolution of these defining characteristics and an upgrade of the products.
Concerning our distribution, the use of fewer but better retailers, including our own stores, also represents an upgrade in our retailing strategy.
Product and distribution are keys to the success of the brand and we’ve been able to upgrade them in tandem.
Perpetuelle: Can you tell us which, if any, geographies you believe will play in important role in the future growth of OMEGA?
Mr. Urquhart: It is gratifying to see that our decision to enter the Chinese market twenty years ago with a clearly-defined strategy was the right one. In a relatively short time China has become a leading market for luxury products and given its size and ambitions will certainly influence the luxury business in the foreseeable future. OMEGA has also made important inroads into two other markets of the future, namely India and Russia, which together with our existing strength in the more traditional watch markets gives us a truly global reach.
Perpetuelle: Thank you Mr. Urquhart for sharing your time and insights with Perpetuelle.com’s audience of luxury watch owners, collectors & enthusiasts. We wish you and everyone at OMEGA all the best in 2009 and beyond.
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