OMEGA recently opened its 51st boutique on the prestigious Fifth Avenue in New York, NY and it got me thinking, much like my friend RJ at Fratellowatches who recently opined on a similar topic.

This follows the opening of seven flagship stores in 2008 which were complemented by 20 more franchise stores.  In 2008, OMEGA’s 50th boutique in Westfield, London marked the achievement of the brand’s ambitious target of opening 50 boutiques, located in the world’s most desirable retail locations, devoted exclusively to OMEGA products and including a range of Omega products not available anywhere else.  OMEGA’s first flagship store was opened in Zurich, Switzerland in December 2000.

OMEGA will maintain its strategy of supporting its corporate and franchise boutiques with high-profile independent points of sale throughout the world, ensuring that every customer benefits from competent, OMEGA-trained sales consultation and after-sales service.  Like my friend RJ at Fratellowatches who recently opined on a similar topic, I wonder what is the impetus for this trend of brands owning their own boutiques.

I certainly have my ideas, and I will elaborate in a future post.

Kyle

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