Omega is a well known name in the world of luxury watches, their Ladymatic, Deville X2 and Double Eagle watches are amongst the greatest in luxury today. Omega has always been associated with a more sporty watch, which explains their natural association with the Olympics. Lately, however, we’ve seen a trend towards a more feminine line, with Omega even launching a website dedicated purely to women. Now they have extended their range into fine jewelry; while omega has produced jewelry pieces before, this will be the first time they launch a full-fledged collection. They will first test the jewelry market by placing it in their own stores and eventually expanding to their retail partners. The jewelry collections have been made entirely in 18k yellow, white, and rose gold, except entry-level rings, which have been made in ceramic. The collection has a sophisticated feel to it, with themes of Dewdrops and Flowers running through it. Each jewelry line serves as a counterpart to a wristwatch and forms a perfect balance between the two.
Watches will, of course, still be at the core of the brand. However, jewelry will be a major focus for Omega this year; they have even started to train staff to use jewels as a tool to upsell customers. This new focus will put Omega in direct competition with brands like Cartier and Bulgari, known for fine watches and fine jewelry. The collection ranges from entry-level prices of $250 to $5,200.