Cutting the ribbon on its first boutiques in Copenhagen and Stockholm is just the beginning for the Swiss watch giant
It was only a matter of time (no pun intended) before the first Nordic Omega boutique opened. For decades, the Swiss watch giant has been a treasured brand for Scandinavian fans of fine timepieces; the unveiling of its monobrand boutique on September 2 in the most prestigious street, Østergade, in the Danish capital has been a long time coming.
“I was looking forward to seeing this; I am super happy,” says Raynald Aeschlimann, Omega’s CEO. “This boutique opening is so important – to be more present.
The Watches of Switzerland Group, the UK’s largest luxury watch and jewellery specialist, are investing heavily in Omega and have already opened monobrand boutiques in high-profile locations in the UK, New York, Florida, and Las Vegas.
Omega's new Stockholm boutique. Photo: Omega
The Denmark boutique is no different. Offering an elegant interior, dominated by carpet in the colour of the Omega logo and showcases the entire collection of Constellation, Seamaster, Speedmaster and De Ville.
“This opening of the first Nordic Omega boutique in Copenhagen marks a significant milestone for the Watches of Switzerland business as it will be the start of the European store roll-out,” says Craig Bolton, President UK & Europe for the Watches of Switzerland Group.
“This boutique represents the best of the Omega brand. It promotes excellence and expertise, and is the perfect space for clients making their watch choice,” Bolton says. “Our purpose is to wow our clients while caring for our colleagues and our communities.”
The interiors of Omega's Copenhagen boutique.
Copenhagen is one of two Scandinavian capitals to open an Omega boutique this year; the second being Stockholm on December 5.
Omega and Watches of Switzerland are showing muscle, making an impact on retailing by taking the Nordics in such a decisive move. Aeschlimann says this is the future of retail. “A boutique is like a home – customers must be treated as if they are your guests at home. Our boutiques support our wish to be more customer centric.
“This is where your Omega journey begins, and it will make a fantastic first impression on everyone who walks through the door,” Aeschlimann smiles and proudly looks at a young couple entering the boutique. The couple is attended to by the welcoming staff, seated, and offered a glass of champagne before enjoying the Speedmasters, Constellations, Seamasters and De Villes on display. “This is what I am talking about,” says Aeschlimann.