OMEGA

EXECUTIVE SUMMARY

OMEGA has been the Official Timekeeper of the Olympic Games since Los Angeles 1932, making it the longest-running technical partner in Olympic history. The brand, owned by Swatch Group, joined the IOC's TOP Programme in 2004 and extended its Worldwide Olympic Partnership through Brisbane 2032, meaning the relationship will span a full century by the time LA28 arrives.

LA28 will mark OMEGA's 33rd occasion as Official Timekeeper and represents a symbolic homecoming: the brand's Olympic journey began at the 1932 Los Angeles Games, when a single watchmaker arrived from Biel with 30 high-precision stopwatches. The LA28 Games will close a narrative arc that OMEGA's marketing teams have been building toward for years.

Beyond timekeeping, OMEGA's Olympic presence involves massive operational deployment (350 tonnes of equipment, 550+ timekeepers, and 900+ volunteers at Paris 2024), technology innovation (AI-powered motion tracking, 40,000-image-per-second photo finish cameras), and significant consumer product lines (Olympic-edition Seamaster and Speedmaster watches). The partnership is central to OMEGA's brand identity and market positioning against Rolex.

1. OLYMPIC HISTORY & MARKETING PRESENCE

1.1 Partnership Timeline & Evolution

OMEGA's Olympic relationship is the oldest continuous partnership in the Games' sponsor ecosystem.

Key Milestones - 1932 Los Angeles: First served as Official Timekeeper, with 30 stopwatches accurate to 1/10th of a second - 1948 London: Introduced the first photoelectric cell for timing - 1952 Helsinki: First electronic timing in Olympic history - 2004 Athens: Joined the TOP Programme, elevating from Official Timekeeper to Worldwide Olympic Partner - 2017: Extended partnership through 2032, marking 100 years of Olympic timekeeping

Paris 2024 - 31st occasion as Official Timekeeper - Deployed 200 kilometers of cables and optical fibers - 200 sport-specific scoreboards and 85 public scoreboards - 350 tonnes of equipment operated by 900 volunteers and 550 official timekeepers - Introduced Scan'O'Vision ULTIMATE photo finish camera (40,000 images/second, up from 10,000) - Launched Computer Vision AI-powered motion tracking across multiple sports - First-ever automatic gap measurement in pole vault - AI-based skeleton tracking for gymnastics floor routines - OMEGA Pavilion fan experience in Paris

Milano Cortina 2026 - 32nd occasion as Official Timekeeper, delivering timing and data services for all 116 events - Launched Speedmaster Milano Cortina 2026 limited edition as part of 100-day countdown - Continuing Computer Vision technology deployment, now capable of reproducing exact 3D vision of athletic performance - OMEGA Pavilion: Opened February 5 in San Babila, Milan, with a ribbon-cutting attended by IOC President Kirsty Coventry and OMEGA CEO Raynald Aeschlimann. Open daily 10am-10pm throughout the Games with free entry. Features immersive activations including a VR bobsleigh experience and exhibitions of cutting-edge timing equipment. - Scan'O'Vision ULTIMATE: New photofinish camera debuting at Milano Cortina, capable of capturing up to 40,000 pictures per second - Electronic starting pistol and advanced timing systems: Each event showcases the progression from mechanical timekeeping to AI-powered measurement

1.2 Signature Programs

Timekeeping Innovation: Each Games serves as a platform for OMEGA to debut new timing technology. The progression from mechanical stopwatches (1932) to AI-powered 3D motion tracking (2024) is a core brand narrative.

Olympic Watch Collections: OMEGA releases limited-edition Seamaster and Speedmaster watches for each Games, generating significant consumer revenue. These collections are marketed as collector's items and carry premium pricing.

OMEGA Brand Ambassadors: OMEGA maintains one of the deepest athlete ambassador rosters among luxury brands. For Paris 2024, twelve athletes fronted the advertising campaign: - Mondo Duplantis (Pole Vault, Sweden) - Olympic champion and world record holder - Leon Marchand (Swimming, France) - Olympic gold medalist and world record holder in 400m IM - Gianmarco Tamberi (High Jump, Italy) - Olympic champion (Tokyo 2020) - Shericka Jackson (Sprints, Jamaica) - Olympic gold medalist, one of the fastest women in history - Erriyon Knighton (Sprints, USA) - Rising sprint talent - Peter Burling and Blair Tuke (Sailing, New Zealand) - Three-time Olympic medalists - Mickael Mawem (Bouldering, France) - World champion - Neeraj Chopra (Javelin, India) - Olympic gold medalist (Tokyo 2020), first Indian to win Olympic gold in track and field, welcomed as OMEGA ambassador ahead of Paris 2024 - Celine Boutier (Golf, France) - Major championship winner

Paralympic Ambassadors: - Bebe Vio (Wheelchair Fencing, Italy) - Four-time Paralympic medalist - Marcel Hug (Wheelchair Racing, Switzerland) - Six-time Paralympic champion - Alexis Hanquinquant (Para Triathlon, France) - Paralympic gold medalist (Tokyo 2020)

Additional OMEGA ambassadors who won gold at Paris 2024 include Noah Lyles (100m) and Ma Long (Table Tennis, China).

OMEGA House: Hospitality venue at each Games for VIPs, media, and athletes. Functions as a brand experience center and networking space. At Paris 2024, OMEGA House featured a symbolic "Paris meets LA28" event with Allyson Felix, LA28 Chairman Casey Wasserman, and various celebrities.

2. LA28-SPECIFIC INITIATIVES

2.1 Announced Plans & Positioning

• OMEGA President and CEO Raynald Aeschlimann has stated: "We began our legacy as Official Timekeeper of the Olympic Games at Los Angeles in 1932. So, in a way, the LA28 Olympic & Paralympic Games will feel like a homecoming."
• LA28 will be OMEGA's 33rd occasion as Official Timekeeper
• The "homecoming" narrative positions LA28 as the culmination of nearly a century of partnership
• Expected debut of next-generation timing technology, building on Computer Vision and AI-powered analytics
• Likely to feature the most technologically advanced timekeeping deployment in Olympic history
• LA28 OMEGA House likely to be a significant brand activation, given the "homecoming" narrative
• Olympic-edition watch releases anticipated, with LA28 collections expected to be premium given the milestone significance. The OMEGA Olympic Games Gold Collection already features watches with casebacks engraved with all host cities from Los Angeles 1932 through Los Angeles 2028.

LA28 Venue Context: The Games will use 40+ competition venues across the LA metro area, with a dual-venue Opening Ceremony shared between the LA Memorial Coliseum and SoFi Stadium (announced May 2025). The Coliseum, where OMEGA first served as Official Timekeeper in 1932, will host the Closing Ceremony, earning the distinction of being the first venue in history to host events at three Olympic Games (1932, 1984, 2028). This directly reinforces OMEGA's "homecoming" narrative. Athletics moves to Week 1 at the Coliseum; SoFi Stadium will be reconfigured for swimming in Week 2 with a 38,000-seat capacity, the largest swimming venue in Olympic history. OMEGA's timing and data systems, including the Scan'O'Vision photofinish camera and electronic starting systems, will be deployed across all competition venues. The 50-state Olympic torch relay, beginning April 2028 and announced by LA28 CEO Reynold Hoover as a first-in-Olympic-history, provides additional timekeeping narrative opportunities from the relay's starting point back to LA.

Paris Meets LA28: At the Paris 2024 OMEGA House, OMEGA hosted a symbolic "Paris Meets LA28" event featuring Allyson Felix, LA28 Chairman Casey Wasserman, and various celebrities, signaling the handoff and beginning of the LA28 activation cycle.

2.2 Regulatory/Market Context

OMEGA operates in the luxury watch category, which faces no specific regulatory challenges at the Games. The primary competitive dynamic is brand positioning against Rolex, which does not hold Olympic sponsorship rights. OMEGA's Olympic association is a key differentiator in the luxury watch market, particularly in the sports watch segment.

3. EXECUTIVE LEADERSHIP & DECISION-MAKERS

3.1 C-Suite Leadership

• Nick Hayek: CEO, Swatch Group (since 2003). Son of founder Nicolas G. Hayek. Member of the Board of Directors since 2010. Presides over Executive Group Management Board, which includes all Swatch Group brands
• Raynald Aeschlimann: President and CEO, OMEGA (since 2016). Member of Swatch Group's Extended Group Management Board, recently elevated to Executive Group Management Board. Former VP of International Sales and VP of Product Management at OMEGA

3.2 Olympic Partnership Leadership

• Alain Zobrist: CEO, Swiss Timing (Swatch Group subsidiary responsible for operational timekeeping at Olympic Games). Swiss Timing provides the technical infrastructure; OMEGA provides the brand presence
• Olympic timekeeping operations involve both Swiss Timing (logistics, technology, on-site delivery) and OMEGA (brand, marketing, athlete engagement)

3.3 Board Members with Relevant Experience

Swatch Group's Board of Directors is largely family-controlled. Nick Hayek serves as both CEO and board member. The Hayek family maintains controlling interest in Swatch Group through Hayek Holding SA.

4. AGENCY & CREATIVE PARTNERS

4.1 Agency Model

OMEGA maintains a hybrid model with significant in-house creative capability supplemented by external agencies for major campaigns. The brand's marketing is closely coordinated with Swatch Group's central marketing functions.

4.2 Known Agency/Partner Relationships

• Olympic-specific creative agencies have not been publicly identified in recent cycles
• OMEGA works with various luxury-sector agencies for watch advertising and product launches
• Swiss Timing handles technical communications and sport-specific content
• Celebrity ambassador relationships (including George Clooney, Nicole Kidman, and Olympic athletes) are managed through a combination of in-house and agency resources

4.3 Notable Creative Executions

• "Start Me Up": Paris 2024 timekeeping campaign emphasizing the precision and drama of Olympic timing
• OMEGA Pavilion Paris 2024: Immersive fan experience allowing visitors to interact with timekeeping technology
• OMEGA House events: High-profile hospitality activations featuring celebrities and athletes
• Olympic watch launch campaigns: Product-focused campaigns around each Games edition's limited-edition collections

5. COMPETITIVE POSITIONING

5.1 Market Share & Competitive Landscape

OMEGA ranks third globally among Swiss watch brands by revenue, behind Rolex and Cartier: - Rolex: ~32% market share (dominant leader) - Cartier: ~8% market share - OMEGA: ~7% market share, with estimated revenue of CHF 2.39 billion and ~505,000 units produced in 2024 - Audemars Piguet, Patek Philippe, Richard Mille: 6.5%, 6%, and 5% respectively

OMEGA achieved +4% sales growth in 2023, outperforming several competitors during a challenging period for the Swiss watch industry.

5.2 Competitor Sports Sponsorship Landscape

Key competitors' sports marketing strategies provide context for OMEGA's Olympic positioning:

• Rolex: The primary competitive target. Sponsors tennis (all four Grand Slams), golf (PGA Tour, The Open), Formula 1, yachting (America's Cup), and equestrian events. Rolex's "Perpetual Spirit" sports marketing program is the most extensive in luxury watches but has no Olympic access. The absence of Olympic timekeeping is a notable gap in Rolex's otherwise dominant sports portfolio.
• TAG Heuer (LVMH): Sponsors F1 (Red Bull Racing), Premier League (Manchester United). Previously held Formula E timing partnership. No Olympic affiliation.
• Longines (Swatch Group, sibling brand): Official Timekeeper of several equestrian federations, gymnastics, and alpine skiing events at the individual sport federation level. Longines and OMEGA are both Swatch Group brands, creating a coordinated competitive position within the parent company.
• Hublot (LVMH): Official Timekeeper of FIFA World Cup and UEFA Euro. The FIFA timing partnership is the closest analogue to OMEGA's Olympic role among competitors.
• Tissot (Swatch Group, sibling brand): Official Timekeeper of NBA, MotoGP, cycling (Tour de France). Another Swatch Group sibling, extending the group's sports timing monopoly.

Swatch Group's portfolio strategy is distinctive: through OMEGA, Longines, and Tissot, the group holds official timing contracts across the Olympics, cycling, gymnastics, equestrian, NBA, and MotoGP, creating a near-monopoly on sports timekeeping that no competitor can replicate.

5.3 Olympic Sponsorship Differentiation

OMEGA's Olympic partnership provides critical competitive advantages against Rolex: - Exclusivity: No other watch brand can use Olympic marks or associations (Rolex sponsors tennis, golf, and other sports but not the Olympics) - Heritage narrative: 90+ years of continuous Olympic partnership is unmatched in the watch industry - Technology showcase: Olympic timekeeping innovations reinforce OMEGA's precision and engineering credentials - Global broadcast exposure: OMEGA branding appears in every timed Olympic event across all broadcast platforms - MoonSwatch crossover: The Swatch x OMEGA MoonSwatch collaboration (2022) expanded brand awareness to younger demographics, complementing Olympic-driven awareness

5.4 Key Brand Messaging

• "Precise moments define Olympic history"
• Heritage and innovation as dual pillars: from 1932 stopwatches to AI-powered 3D tracking
• "Homecoming" narrative for LA28
• Precision, craftsmanship, and the pursuit of excellence aligning with Olympic values

6. KEY METRICS & BUSINESS CONTEXT

6.1 Financial Performance (Swatch Group)

• FY2025 Net Sales: CHF 6,281 million (down 1.3% at constant exchange rates vs. FY2024). Recovery trajectory: H1 down 6.5%, H2 up 4.7%, Q4 alone up 7.2%
• FY2025 Operating Profit: CHF 418 million (up 37.5% vs. FY2024's CHF 304 million, reflecting cost discipline and H2 recovery)
• FY2025 Net Income: CHF 281 million (up from CHF 219 million in FY2024)
• FY2024 Net Sales (prior year): CHF 6,735 million (12.2% decline at constant exchange rates vs. FY2023)
• FY2024 Operating Profit: CHF 304 million (down from CHF 1,191 million in 2023)
• Market Capitalization: ~CHF 10 billion (February 2026)
• Stock: UHR (SIX Swiss Exchange)
• Context: FY2024 saw steep declines driven by weak demand in China and Southeast Asia. FY2025 marked a clear inflection, with accelerating quarterly growth through the year. OMEGA's U.S. sales grew an estimated 10-30% during 2025, benefiting from the LA28 narrative buildup.
• OMEGA specifically: Estimated ~CHF 2.2-2.4 billion in revenue, representing roughly 35% of Swatch Group total. OMEGA is the Group's most significant brand and primary growth engine.

6.2 Olympic Period Performance

OMEGA's Olympic activations drive measurable business impact: - Limited-edition Olympic watch collections generate significant revenue spikes during Games periods - Olympic advertising campaigns increase brand awareness metrics, particularly in markets where Rolex dominates - OMEGA House hospitality events serve as relationship-building opportunities with high-net-worth clients and media - The "homecoming" narrative for LA28 is expected to support a particularly strong product and marketing cycle

APPENDIX: KEY SOURCES

Official Sources

• IOC Official Partner Page: olympics.com/ioc/partners/omega
• OMEGA Olympic Watches: omegawatches.com/suggestions/omega-olympic-watches
• Swatch Group: swatchgroup.com
• LA28 Official Partners: la28.org/en/our-partners.html

Industry Analysis

• Morgan Stanley/LuxeConsult Swiss Watch Industry Report 2024
• Inside The Games: Olympic timekeeping coverage
• Chrono24: OMEGA Olympic partnership analysis
• Fratello Watches: OMEGA timekeeping technology coverage

Financial Filings

• Swatch Group Annual Report 2024
• Swatch Group Key Figures 2024

End of Research Brief