Maybe it is all about Marketing: Rolex vs. Omega

[Setarip]

Watching the Genesis Invitational (The Riv!) today I saw this Omega commercial highlighting Sergio Garcia’s failed Ryder Cup at Valhalla in 2008. He talks about his failure, what he learned, in this depressing tone. Then they turn to the watch they are trying to highlight. I was left associating failure and loss to this watch.

A little later in the coverage, a crown appears on screen, the up-beat music we’re all familiar with, begins and I’m watching Jack, Tiger, et. al. champions highlighting all of their successes. Then, the flash to the YG DD white dial, roman. Any viewer would be left with an association of success.

If I were the Chief Marketing Officer for Omega, I’d ditch that ad (fire the Ad/PR firm) and lift a page from the Rolex playbook for better marketing. Build on the heritage of Omega, success of ambassadors, etc.

Thoughts?

By the way...I know it’s more than just marketing...Rolex (IMHO) = superior quality, incremental innovation, etc. and overall appeal.