
Robb Interview: Raynald Aeschlimann, OMEGA CEO
As OMEGA again embraces adventures beyond earth, we explore new frontiers with company CEO, Raynald Aeschlimann.
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Robb Report: There was a memorable press release out earlier this year and it was headed “OMEGA Returns To Space”. As the CEO, how stirring is it to, ahem, launch that message?
Raynald Aeschlimann: One of OMEGA’s best strengths has been its pioneering spirit, and I think it’s important we talk about this “pioneering spirit” in the present and the future, not only in the past. To be part of these next exciting projects in space is very pleasing because it allows us to continue our iconic legacy and keep the story progressing.
Is OMEGA always actively looking to rekindle its links to space and that which lies beyond?
We’ve never lost our connection to space. OMEGA has been involved with various space agencies over the past few decades, and even as recently as the NASA SpaceX missions, the crew were wearing OMEGA Speedmaster X-33 watches. But now, the possibilities of space exploration are increasing. There’s excitement about what humans can achieve and we’re looking forward to seeing where the journey can go.
To talk ClearSpace here, just how important a project is this, and do you feel most people are unaware of the amount of space junk floating about?
Space junk is certainly an important issue that needs to be resolved. Why? Because we need to make room for the next phase of exploration. Delivering new satellites or putting humans into orbit really depends on this. We like to describe it as a highway with broken-down cars. To move forward, you need a tow truck to clear the way. That’s the idea of ClearSpace. They are like the tow truck service, clearing a pathway to the next frontier.
And the ClearSpace project also works hand-in-glove with what’s happening at Privateer. Another strong space alignment for OMEGA?
Yes, Privateer is another very innovative project that we’re proud to be a part of. Their goal is to create accurate mapping of the junk that’s in space and it’s great to have so many creative minds [inclusive of Apple co-founder Steve Wozniak] all working together towards one clearly defined purpose.
What does OMEGA achieve by supporting such projects, at a brand level and also at a consumer level?
As I said before, these partnerships are about reaffirming OMEGA’s space legacy and sharing our values of sustainability, knowledge and innovation. These projects feel very authentic to who we are, and they help to strengthen and evolve our brand DNA. On a consumer level, that authenticity is important. Customers like to see the genuine actions of the brands they buy. It needs to feel believable. We’re building on a heritage that is already there and showing that our passion is very much alive.
2022 has proved to be the year of Speedmaster, an anniversary year no less. Why does this model and its various iterations continue to drive such enthusiasm for the brand?
The Speedmaster stirs emotion, it’s more than a watch. It has a timeless design and an authentic story that is unmatched by any other timepiece in the world. From its early racing days in the 1950s, through to exploring the North Pole, or landing on the Moon six times. The Speedmaster runs parallel to the human story. It has a sense of adventure and people are inspired by its journey. It’s a watch that makes you dream.
And if you could only have one “Speedy”?
I could happily wear a different Speedmaster every day, they each have such a unique character and look. But, of course, if you’re going to make me pick one, I would say the Moonwatch. I especially love the recent model we created in 18K Canopus Gold, but if anyone asked me the one watch they should own, you can’t go wrong with the classic stainless-steel model.
I know you all loathe the “R word” but if you can indulge us for a moment and explore the cultish and unprecedented demand for Rolex… is this ultimately a positive for the wider watch industry, pushing wider growth across many brands as more people buy into luxury horology?
It’s great to have such a huge global passion for watches. It shows that the craft is very much alive and still connects with a lot of hearts. I can only speak for OMEGA, but when you look into the quality, commitment, innovation and progression within the industry, you will quickly understand why OMEGA is at the top. I honestly believe we offer something beyond the normal standard. True excellence is a value that sets us apart.
A lot of fanfare surrounds that aforementioned “other brand”, though arguably the most hyped release of
2022 wore an OMEGA logo alongside that of Swatch—the MoonSwatch. Why go down this path?
Some people may not know but our two brands are very close. Watchmaking is a very traditional industry, and to keep it moving forward, you need to be creative. You need to keep it fresh, intriguing and innovative. The MoonSwatch is exactly that. It’s a new way to connect with a legendary watch and create unique designs that people can love.
Some wail that MoonSwatch bruised your brand and the model, that Swatch is the only winner here. Your response?
Look at the OMEGA sales figures. Our Speedmaster Moonwatch has soared in popularity and sales have been extremely strong. That proves that the partnership with Swatch was hugely beneficial to both brands. We always expected that the response to the MoonSwatch would be positive, but we’ve been surprised by the incredible demand and reaction. I think the real winner is watchmaking. People across the world still want to wear this traditional craft on their wrists.
You’ve steered OMEGA through a lot of change but the Covid years, we’re sure, were the most difficult. What did you learn about the business and OMEGA during that time, and what were your takeaways on a personal level?
From a personal point of view, the most important lesson has been the value of time. We’ve all learned to cherish it more and cherish those special moments with friends and family that we once took for granted. We’ve now learned what is most important to us, and how we should all make the most of the time we have. On a business side, there were of course many challenges. But I was actually very pleased to see OMEGA in a strong position. In the years before the pandemic, we invested a lot of resources into building our online profile, with e-commerce sales, social media and web functionality. During the lockdowns, that strategy proved to be beneficial for us. We were always able to stay connected to customers and, in certain countries, offer them access to our collections.
Let’s head back to space. Space tourism is fast taking off. Have you got your ticket to ride? Would you?
Not yet. We’re not quite at an affordable stage of space tourism. But I’m sure it will come. My OMEGA work always inspires me. If I can’t be the next James Bond, then I’d love to go up into space.
The Australian watch market continues to punch above its weight. It must be pleasing to see some of the Antipodean figures coming through. And does this mean we can finally catch up over a decent Australian red later this year at the Sydney CBD boutiques relaunch?
In terms of watch sales, Australia has really been moving in a positive direction for a while. The lifestyle and affection for luxury certainly goes well with OMEGA, and I’m so glad to see our hard work paying off in the country. I’m still confirming my travels for the months ahead, so let’s see if I can make it over. An Australian red with some Swiss cheese sounds like a great plan.
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