Celebrities Power Omega’s Revival

Besides watches, Omega sells emotion. It gives consumers another reason to admire its watches beyond the products themselves. And that other reason is a celebrity. Worldwide, people like to identify with the beautiful, the daring, and the athletic. This is the emotion Omega is capitalizing on. Using some of the best-known modeling and sports stars – supermodel Cindy Crawford being the latest – it has given consumers throughout the world a reason to admire and buy its products. The successful celebrity-endorsement strategy stems from a worldwide directive prescribed by Nicolas Hayek, chairman of the Swatch Group (Omega’s parent). Hayek and his right-hand man, Jean Claude Biver, have used the strategy to revitalize a brand that looked all but dead back in the 1970s. “Twenty years ago was a very difficult time for Omega,” acknowledges Hayek, who wears his heart – along with

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