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Published on November 8, 2007

The company will use the Beijing Olympic Games as a main theme to promote itself as a major provider of stopwatches for sporting events. It will also spend about Bt62 million to open a third boutique in Bangkok and outlets upcountry.

Managing director Christophe Viguerie yesterday said the company was working on the details of special marketing activities and cooperating with publishers in the selection of specific sports and athletes that Omega will associate with in a bid for "visibility" as one of the major sponsors of the Olympic Games.

Omega is also developing special watch collections for sale and timepieces for world sporting competition, in the knowledge that each game demands a different watch function.

The details of all of these marketing activities will be concluded by early next year.

At the same time, the company is looking for a location for a third boutique in Bangkok to expand its visibility and attract new customers, including locals and foreign visitors. About Bt50 million will be spent on the boutique.

It is also talking to Bangkok Airways - the operator of Koh Samui Airport - and two resort operators in Pattaya and Phuket, with a view to establishing Omega selling points on their premises. Setting up the selling points will cost Bt10 million to Bt12 million each.

Viguerie declined to reveal the names of the resorts until negotiations are finalised.

Although Omega already has selling points around the Kingdom, Viguerie said the company wanted to ensure good marketing practices in major sales areas.

He said Swatch Group Trading was expecting 40-per-cent sales growth this year despite the difficulties being faced by many businesses. This is because watches are bought for emotional reasons that are unaffected by political events.

He said Thailand ranked among high-potential watch markets in the world, because there were many long-standing collectors of high-quality watches here.

The local fascination for luxury watches has led the company's Swiss headquarters to choose Thailand as the first foreign country in which to launch Omega's historical book, entitled "A Journey through Time". It details the evolution of Omega watches from the late 19th century to the present day.

The book, which costs Bt14,000, will eventually be sold in Omega boutiques around the world.

Nitida Asawanipont

 The Nation