Omega - World's Top Brand on the Internet

If you ever doubted the power of the Omega brand, here is evidence revealing that Omega is the King of Brands on the Internet.

The World Watch Report, published by IC-Agency, an online marketing consulting firm based in Europe (Switzerland) and North America (Canada), reveals that Omega is the highest ranked searched-for Brand on the Internet with 17% of watch searches. Seamaster (7.8%) and Speedmaster (4.7%) account for the lion share. This compares with Rolex's biggest on-line magnet, the Daytona, at 4.3%.  

Based on over 300 million searches globally, the World Watch Report highlights the opportunities of 25 prestigious brands in 7 key exportable markets.

Europe as an entity commands the largest number of searches with 44.2%. However the U.S. is the singlemost important market for prestigious Swiss watch brands with 42.8% of total searches. The United Kingdom remains an important player with 14.6% of all searches while Germany (12.1%),Italy (9.6%) and France (7.7%) continue to have a significant interest in Swiss watches.

There is an emerging cadre of brand junkies in China, representing 7.4% of the total searches for Swiss brands. 77% of those searches were for brands rather than models. Japanese interest in Swiss brands has shrunk to 5.8% of searches.

The survey also reviewed searches for fakes and the U.S. won hands down, registering 66.4% of all searches for fakes of renowned Swiss brands. It doesn't appear that the current campaign of the Swiss Industry - "Fake watches are for Fake People" -  is having much impact in the U.S.

What does all this mean for Omega collectors? Three thoughts come to mind. Firstly, Omega, at least in the minds of the on-line community, has made up much ground over the past few years, inching steadily towards the recognition and reputation it had during the halcyon days of the mechanical watch in the fifties and sixties. Secondly, this is good news for collectors of Omega vintage watches, because brand visibility impacts on collectibility and values. Thirdly, the Rolex crown is looking shakier, maybe because it's greatest devotees are taking a hiding for bringing the world financial system to its knees!

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Beware! A New Batch of 14K Fake Omega Constellation Cases Surface

It can become tiresome writing, and I’m sure reading, about fake gold Omega cases all the time, however, when a new batch begins to show up in faux 14K gold, it’s in the interests of Connie aficionados to know exactly how to spot them.

Click on this listing and see if you can determine why it can be asserted that this is a fake cased pie pan Constellation.

I raised the issue with the seller, Alex, from sound_of_time. Below is the response I received back from him:

“Hi Desmond, I'm not an expert for Omega watches. I bought this watch as all-authentic and paid pretty big money for that. The case has been tested, and it is solid gold. The difference in hue of the movement parts is a common thing for omega movements, the rotor and the bridges almost always has a little bit different color even in NOS watches, because were coming from different lines of manufacture. Anyway thanks for your notice and willing to help. Alex”

While I am not suggesting that Alex knowingly listed a fake gold-cased Constellation, I am asserting that the case was not sourced by Omega, was not assayed by the Swiss assay office and was not manufactured by any known case manufacturer associated with Omega.

I do assert however that Alex should have cancelled the listing and looked further into this matter when he was alerted to the fact that it may be fake.

Alex’s explanation above is not sufficient to convince us that the watch is genuine. His remarks about different copper hues of parts is totally incorrect. Omega went to great lengths to ensure that parts lots making up chronometers were kept together and electroplated together in specific batches of copper/beryllium so as to ensure that its movements contained parts all of the same hue. So, it is a reasonable conclusion that parts not original to the movement have been employed.

I do not see any evidence of proper gold testing having taken place. There are no tell-tale tiny drill sample marks on the case or specific sample scratchings and so I can only conclude that if Alex had the watch tested, it was probably with a non-invasive portable tester that employs an electromagnetic molecular process using electrically charged metal plates. Unfortunately such methods would not accurately reveal if the watch case was solid gold. For that you would need X-ray fluorescence or traditional sampling and testing methods. So, I am sticking with my assumption that the case contains minimal traces of gold until proven otherwise.

In the interests of providing an educational review of this watch, I have taken pictures of parts of the published listing by eBay. Click here for an analysis of this watch

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