Omega slips further behind Rolex in league of Swiss makers
Omega has slipped to fifth place among Swiss watchmakers as Rolex continues to dominate the market. Since Raynald Aeschlimann became CEO in 2016, he aimed to surpass Rolex, which had significantly increased its sales from CHF 3.9 billion in 2017 to over CHF 11 billion by 2025. In contrast, Omega's sales fell to CHF 2.2 billion in 2025, down from CHF 2.6 billion in 2023. Factors such as the sluggish performance in China and the competitive landscape with brands like Audemars Piguet and Patek Philippe overtaking Omega have contributed to this decline. Despite efforts to expand its presence in China and recover from pandemic-related setbacks, Omega's performance has been overshadowed by Rolex's aggressive growth strategy and loyal dealer network. Overall, the Swiss watch industry faced challenges in 2025, with few manufacturers recording sales increases. As the market evolves, Omega's ability to regain its position will depend on adapting to changing consumer behaviors and market dynamics.
