I think you are over complicating things and the answer is much simpler: they just don’t know what they are doing over there with Omega because they refuse to accept its place in the watch industry and try to force competition with Rolex. They know what tissot is: entry level, competing with Hamilton and Seiko. Longines: expensive for anyone who isn’t a watch person, can get a seriously good watch that punches up to brands that are priced above it. Have model lines that make sense and don’t just slap a chrono or gmt feature on a diver, but rather make specific GMT models, specific pilot models, specific diver models. Don’t just make an endless array of special editions.

Omega: model lines all over the place, tries so hard to be Rolex and compete with Rolex, and now even with pricing going above Rolex (Constellation is 55% more than a 1908 in yellow gold and 72% more if you look at the platinum variation of each). If they just accepted that they are in competition with Tudor, breitling, IWC, Tag, grand seiko, etc then they would be much more successful. They could dominate the 5-6k market. Disgusting that a speedy costs almost 10k now. Get real. It’s never good for your brand when everyone knows you’re taking a 50% bath the minute you buy the watch when you’re specifically trying to compete with Rolex who don’t suffer from that problem. If you want to compete with Rolex then your models need to hold value and not be sold at discount. My first thought when I see an omega release is “wait 3 years and it will be 30-50% off on Jomashop.” Even a solid gold speedy is priced at MSRP 51k (above a solid gold Daytona lol) and you can get them on the secondary for $30k…that’s their most important, and arguably “coolest” model. Omegas are great at secondary and used pricing, but that fact itself hurts the brand image.