You knew this was coming…after years preparing to take full control of its sales stack, Omega now goes all-in on direct-to-consumer with launch of its e-commerce channel. Omega has chosen to initially launch e-commerce in the USA, where the brand’s famous collections such as Speedmaster, Seamaster, Constellation and De Ville can now be purchased directly through the company’s website. The new Seamaster Planet Ocean “Michael Phelps” Limited Edition will be sold exclusively online, as another example of Omega’s push to launch the channel.
And that’s all folks. Save for truly, truly special retail situations, the category of traditional (multi-brand) watch retailers continues to die on the vine. There is no question that luxury goods are now clearly part of the broader retail category disruption brought on by e-commerce. Which is not to say that all watch brands know what they are doing when it comes to e-commerce (remember TAG Heuer’s clueless e-commerce hot mess of 2010, trying to protect its authorized dealers while still selling online? Or remember Breitling’s more recent mess of an e-comm website?) But no doubt big watch brands have finally started to figure out how to do e-commerce in 2017.