Omega continues full steam ahead in its sponsorship deals

Dubai: As the global downturn hits luxury brands, Omega, one of the most widely recognised watch companies, continues to push for sales by promoting its brand through a heavy spate of event sponsorships both in the region and internationally.

Figures by the Swiss watch industry show that global exports of Swiss watches dropped considerably last year with those to the UAE down 35 per cent.

The federation said in a report on Sunday that while the UAE remained in the top 10 markets for Swiss watches, exports fell to Dh1.49 billion and global sales were down 22.4 per cent.

"The sector was hit by a general fall in demand linked to the world economic crisis and suffered in all of its markets and in all segments," the report stated.

However, Raynald Aeschlimann, vice-president and international sales director of Omega, believes that it is during such times that strong and established brands stand out.

"In difficult times, people choose real and valuable products and they concentrate on products that have the value of years of a good reputation. This is something we are continuously pushing for."

Since it was founded in 1848, Omega has built its legacy by being present during many of the world's most historic events. In 1969, the Omega Speedmaster, or "Moonwatch", made history by becoming the first watch on the moon. The company's association with James Bond movies since 1995 has also put the product in the forefront of movie action.

Prominent position

In international sporting events, Omega has always held a prominent position. The company has been the official timekeeper for the Olympics since 1932. It recently extended its agreement with the International Olympic Committee to 2020.

More recently, Omega has shown its sponsorship muscle by supporting a series of sporting events in the region including the Omega Endurance Cup and Dubai Ladies Masters.

"While globally our biggest market is in Asia, the UAE is currently the biggest market in the GCC and the Middle East, so we have invested a lot of time in promoting our presence here," said Aeschlimann.

"Recent times may have been a bit more difficult, but it is during this period that you have to show your muscles and flex your brand so consumers know you're still there. Acting as sponsors of local tournaments is a sign of our commitment in this region. It makes a big difference to our brand image."

Omega's involvement with golf events includes its sponsorship of the Omega Mission Hills World Cup, the oldest and most prestigious global golf team event, and the Omega Eur-opean Masters in Crans-Montana, Switzerland. Omega also sponsors the Dubai Desert Classic.

"By sponsoring an event such as this that is classic but accessible to everyone we are giving a strong and clear message about our brand image," said Aeschlimann.

Pushing its brand to the forefront are its ambassadors, a mixture of actors and actresses, athletes and endurance figureheads. The list includes George Clooney, Nicole Kidman, Cindy Crawford, Ellen MacArthur, Zhang Ziyi, Abhishek Bachchan, Dean Barker, Sergio Garcia, Michael Phelps and Michael Schumacher.