As the hype around the Olympics cools, watch brand Omega has pushed forward with a new strategy to establish itself as a serious player in the fine jewellery market.
Omega has created a range of fine jewellery that it will test at its own stores before making the lines available to its retailer partners, a move that could take the collection to all regions of the UK if retailers buy into the idea of Omega-branded fine jewels.
The watch brand has created a small number of jewels in the past but is now focusing on creating full collections. This focused approach to fine jewellery would appear to place the brand in competition with the likes of Cartier and Bulgari, houses that are known for both fine watches and fine jewellery.
A spokesperson for Omega said that while watches will still be the core function of the brand, the jewellery will be a key focus for it in 2013, adding that staff will receive training about how to use the jewels as a tool to upsell customers.
While the current branding developed for the concept is very feminine, with the jewels displayed on flowers, the brand said that it is yet unclear as to whether the main customer demographic for the ranges will be men buying as gifts or self-purchasing women, a market that it recently targeted with an Omega website dedicated to women.
All the jewellery in the newly launched collection, which is on sale at Omega boutiques now, has been crafted in yellow, white or rose 18ct gold, with the exception of entry level stacking rings which have been made in ceramic and have a retail price of £160. At the top end of the range is a gold pendant set with 49 diamonds weighing 0.984ct which carries a price tag of £3,720.
