What Happened to Omega? 

Hey everyone! There’s a lot of hubbub going on about me (Michael) being surprised that Omega used grade 2 titanium in these new watches. I’ve been reading a lot of messages etc. and just wanted to highlight some points: 1. Grade 2 titanium is not as scratch resistant as grade 5. However, it’s pure titanium which also has a ton of benefits in its own right, and it’s cool to have a watch made of 100% titanium. 2. To me, scratch resistance is what I value most. If there was a different titanium alloy that was readily available in watches and even more scratch resistant…I’d probably want that. It’s part of the reason I love Sinn so much and part of the reason I’m pretty gun shy about gold watches. So I would rate grade 5 above grade 2 for my personal taste. 3. The Pelagos is a fantastic watch! One of the greatest value in watches. I love that it uses titanium and would still happily buy one in grade 2 titanium (I’m waiting to see if they release new colors). I’m not saying it’s a bad watch because it uses grade 2 at all. 4. The Pelagos is a $4,600 watch while the Omega is an $11,800 watch, very hard to compare those two things. That’s not to say the Omega isn’t vastly more complicated, highly finished, more decorated, etc. BUT when you get near the $12,000 range, it is interesting when a company is using a material you wouldn’t expect, especially when most watches in that price range do use the other titanium. 5. Omega’s watches are technical masterpieces and Omega knows what they are doing. I’m sure they used grade 2 for a specific reason OR the watch is so complicated to make that the added cost of titanium 5 (again, assuming it’s more expensive) would price a lot of people who were excited about a titanium AT WT out of a watch they really want. Again, it is just something to note, and to be surprised about in this range of watches. Anyways, that’s it! It’s tough to know what part of the video we aren’t going to elaborate on enough to make total sense and this one was one of those times. Christian and I both love Omega and follow them closely - they are Omega after all! We just wanted to discuss a new release and a very different marketing strategy than the fever dream that is watches and wonders. UNTIL NEXT TIME FRIENDS!!

Titanium Grade 2 and Grade 5 are two distinct grades of titanium alloy with different compositions and properties. Here's a comparison of their characteristics: Composition: Titanium Grade 2: It is an unalloyed or commercially pure titanium (CP) grade, primarily consisting of titanium with small amounts of impurities such as iron, oxygen, carbon, and nitrogen. Titanium Grade 5: Also known as Ti-6Al-4V, it is an alloy composed of 90% titanium, 6% aluminum, and 4% vanadium. It is the most commonly used titanium alloy. Strength: Titanium Grade 2: It has lower strength compared to Grade 5 titanium. Titanium Grade 5: It exhibits high strength, making it suitable for applications where increased mechanical properties are required. Density: Titanium Grade 2: It has a density of approximately 4.51 grams per cubic centimeter. Titanium Grade 5: Its density is slightly higher than Grade 2, around 4.43 grams per cubic centimeter. Corrosion Resistance: Titanium Grade 2: It offers excellent corrosion resistance, especially in reducing environments. Titanium Grade 5: It provides good corrosion resistance, comparable to Grade 2, but may be slightly lower in certain acidic and chloride environments. Weldability: Titanium Grade 2: It is more weldable compared to Grade 5 titanium. Titanium Grade 5: While still weldable, Grade 5 titanium requires more attention during welding due to its alloying elements. Applications: Titanium Grade 2: It is commonly used in industries such as chemical processing, architecture, and medical devices where corrosion resistance and formability are essential. Titanium Grade 5: It finds applications in aerospace, automotive, marine, and biomedical fields where high strength, low weight, and excellent corrosion resistance are critical. It's important to note that the specific requirements of an application will determine the most suitable grade of titanium to use. The above points provide a general comparison between Titanium Grade 2 and Grade 5, but for precise specifications and recommendations, it's advisable to consult engineering references or professionals with expertise in the field.

Last week " how we got Omega to work with us" This week "Omega knows nothing about marketing " with non factual data.

No wonder why they think Omegas are too big…they have tincy wrists. Also, less people are talking about omega (mostly in the social media space) because they can’t flip them for a huge profit as easily as another brand that social media loves to talk about.

Omega was clearly inspired by The Legend of Zelda for these new models, just look at that color scheme!

I worked with titanium years ago in the glass industry. Advantages at different grades should determine what grade titanium you use. We used Grade 1 because it is the most malleable and has the highest melting point (great for glassmaking). It’s also incredibly soft, anti-magnetic, corrosion-resistant, very light compared to steel, and has the most corrosion resistance, but cannot be heat treated. I have a titanium field watch, and favored light weight most of all. It’s Grade 2 and that’s fine. Grade 5 is the first grade that is alloyed, which allows heat treating and provides greater strength (scratch resistance for watch/jewelry applications). All grades have trade offs. For example, grade 5 is stronger, but also less corrosion resistant than lower grades. For watchmaking, lower grades should equate to lower prices, all other things being equal. This is starting to resemble an arms race. It’s only a matter of time before a watchmaker offers grade 38 titanium cases for the same strength as armor plating…

As someone who spends 16 hours a day working with grade 2 titanium I’m very happy where brands use it instead of grade 5. I prefer my titanium pure not laced with aluminum and other junk

Interesting thought provoking video I believe Omega is consciously refining their strategy 1/ Cartier is now also beating them on market share (as well as Rolex). So they’re doubling down on the womens watch - AND - jewellery market. 2/ There’s diminishing returns playing to the male watch enthusiast segment of the Market who are already sold on the Speedmaster heritage, and Bond tie-ins with the SeaMaster. And they’re getting bored with more limited editions of the same. 3/ Tudor are undercutting them as the choice for the more accessible luxury watch So they’ve got to decide their focus and are trialling becoming a little more Cartier and Piaget… If they combine with an Omega day with some surprises at a date no one’s expecting, they can still have a great 2023 in terms of revenue, if not watch enthusiast support On World Timer - great knowledge on Titanium. I’d love to see this watch case as an all ceramic green paired with a green or black rubber strap for contrast. The current design is close but no cigar

It is not as simple to say Grade 2 Titanium is worse than Grade 5. For one, Grade 2 is pure whereas 5 is an alloy, and Grade 2 is much lighter.

You guys need to do a wrist size distribution/watch sizing video. Both of you have pretty small wrists, so your observations of the Omega Worldtimers (43mm/50mm lug to lug) is skewed. The average male wrist is 6.87”, and almost 40% of the male population in the US (your audience) has > 7” wrist. I have a 7.5” wrist, and the worldtimer looks AMAZING on my wrist. Anyone with a 7” wrist are going to love the size of this watch. Assuming you could shrink the movement down to a 40mm, Omega would only be reaching maybe 30% of the male population (and maybe some large wristed women). Not sure there is a business case there. Important to look at the data and not assume your own wrists are “typical” when doing watch reviews. Personally, I don’t ever buy a watch with less than a 41mm/50mm lug to lug as the wrist presence just isn’t there…the watch just looks too small.

Omega are about to drop something HUGE!

Perhaps Omega is holding back for the upcoming 2024 Olympics (that they usually sponsor ) when they’ll do big releases? It seems that the strategy to rely on the Speedmaster and to follow Rolex is coming a bit short…. Thanks for the video! In the Eighties and Nineties Omega promoted their Constellation model with Cindy Crawford; it was called the Cindy in Asia. Huge market…

Agree 100%, Right now they make up almost all my watch collection. I even like the modern chubby watches. But the advertising is annoying. Its all paid celebrities/influencers and bond. It's downright offputting.

I have purchased 3 Omegas. 1st was a Speedy Professional, but 1 of ten thousand variants of Speedmasters (agree on the Ed White as the thickness and price are both show stoppers). 2nd was an AquaTerra that I felt was a bit too chunky. Might try one of the smaller ATs but mine was the full size and just didn't work for me. 3rd was the CK 859, which I still enjoy; not a favorite by any means but an Omega that i actually wear.

30th anniversary of the SMP 300 and 75th anniversary of the Seamaster this year. Surely they must have some big releases coming soon for these milestones!

My favorite partnership is between Rolex and Roger Federer. He is an absolute icon, and exemplifies class and excellence. Also, he is from Switzerland. Doesn't get better. I love Omega watches more than Rolex watches, but I absolutely don't understand the meaning behind any of their partnerships, except for Bond.

There's a few minor things I don't like about the new Omega Worldtimer, but overall when I saw it the first time I LOVED it. Admittedly I have 8.5 inch wrists, so I know it would fit just fine on me. I don't particularly like Omega much in general (never have), but for some reason this worldtimer design has been one of my favorites.

Cost is not the issue. It's got to be technical decision by Omega. Grade 2 titanium rocks it for corrosion resistance and is simply the best material for anything being used in seawater. It also has an amazing colour unlike any other metal.

Planet ocean with a flushed helium escape valve and take on the dimension of the seamaster 300 heritage would be perfect for the 75th anniversary of the seamaster.

Celebrity endorsements are just a fail-proof strategy to strengthen the brand name. These are some of top searched people in the entertainment industry, so attaching your brand with them repeatedly gives an impression that the brand must be superior as you keep seeing these big shots with them all the time.

Most women (NOT ALL) are not interested in the movement of a wristwatch they just want a great-looking watch. I'm sure if Rolex used a good-quality quartz movement in their ladies watches they would sell the same amount.

Omega's World Timer is just perfect. The design, the movement, the quality, makes me wish I had an extra 10K to spare on this beauty. I think the watch comes with a great price:value ratio, which is Omega's stronghold. Also, not all watches have to fit all wrists. I'm over 6'1, 7"1/2 wrist, 42mm and some 45mm watches fit like a 40mm. To me, this is another 10/10 from Omega, a different alternative to Rolex's GMT, which is the gold standar in GMTs and many watches just feel like "homages" to Rolex.

Check out a tudor gmt in terms of comparison. Tudor GMT is big too. The Omega is a 150 m water resistance. The titanium version with a tapered bracelet would be sweet.

Christian, do you still own the Breguet Tradition 7097? Love that piece.

I have a bit of buyer's remorse with my Tudor Pelagos. It's class 2 titanium.

This is exactly why my next watch will be an omega

Grade 2 Titanium is commercially pure titanium. So Grade 2 is like 18k gold while Grade 5 is less pure and is like 10k gold. The Tudor Pelagos 39 is Grade 2 Ti as well.

Have you looked at the speed master reduced? It’s a big of an older model, but it’s dial is 38mm.

It's always interesting watching Rolex fanboi's trying to discuss Omega...

So the Pelagos is made of a "sub par" material?

The latest Tudor Pelagos 39 is made of Grade 2 titanium, but no one seems to complain about this while singing odes to Tudor. The Pelagos price is not low either taking into consideration that it’s much simpler than the Worldtimer. Omega’s price is quite fair taking into consideration the complication, finishing and the laser engraved globe.

The only premium watch I own is an Omega. I'm a lifetime fan. I think the website does a great job teaching an audience why they should value each watch offered. That said, I have this nagging sentiment that they need to eliminate like half of their references. They make so many different watches that sometimes I think it would be hard to explain the brand to a non-watch-geek. To put it in the form of a question: what watch would Omega have to make to excite you and why would it excite you in a manner that a watch from another brand wouldn't? For me the CK859 from last year was that watch and I didn't realize it until it was too late. I think they found a success in that model in a manner possibly no competitor has. I would like to see Omega offer more product in that fashion in the future. One day I'll learn how not to rant.

It's great being off the hook from considering a purchase when brands ruin their good designs by being too big, thick and now using grade 2 ti (pelagos 39 in addition to this Omega)

Quick question: what grade of titanium is on the Zenith Chronomaster Revival Shadow? I own one and would love to know. Also: Am I the only one that noticed Michael’s watch changed from the Revival Shadow to a Rolex Gold Datejust 2 mins in?

This difference can vary depending on the size and shape of the material being purchased but generally speaking, grade 2 titanium will always be more expensive than stainless steel. Google said it

I don't think the amount/speed of youtube videos has much to do with the quality of the launch. Just not sure one leads to the other. I have seen this release at least 20 times over the past week on Facebook. I'm thinking it will hit the youtubers soon.

Platinum is more expensive than gold for watches because of historical reasons. It is not more difficult to machine.

Titanium 2 is fine. I have the titanium seamaster grade 2 for 2years and no visible scratch. Grade 2 is less flashy and often look more industrial. So problem with this watch is not titanium 2

This is an excellent 25 minute ad for that datejust.

"A tattoo on the chest of an MS-13 member" You took the words right out of my mouth! 🤣

Omega also has a much much much bigger catalogue than Rolex...I don't think you can compare their release strategies...

But is the difference between Grade 5 titanium and Grade 2 titanium that much different than 904L steel and 316L steel?

Please release a new Sea Master 300 and Planet Ocean.. How nice it would be to upgrade popular entries...😢

I'd love to see an omega world timer planet ocean, no helium escape valve with a bidirectional countdown bezel. Why? Because in the airport I want to set the bezel to minutes until my flight departs and let the minute hand tell me when to look up for boarding instructions. That is the one feature missing from the current worldtimer that would make it the ultimate travel watch.

Grade 2 titanium, also known as commercially pure titanium, is the most widely used grade of titanium due to its excellent corrosion resistance, formability, and weldability. It is composed of 99.2% pure titanium and a small amount of other elements such as oxygen, iron, and carbon. Grade 2 titanium is often used in various industries, including aerospace, chemical processing, marine, and medical. Grade 5 titanium, also known as Ti-6Al-4V, is an alloy composed of 90% titanium, 6% aluminum, and 4% vanadium. This alloy offers higher strength compared to Grade 2 titanium while maintaining good corrosion resistance. Grade 5 titanium is widely used in aerospace, automotive, and chemical industries where high strength and excellent mechanical properties are required.

Cool T-Shirt.

I think Omega fell behind Rolex not because of build quality issues, prestige, etc., but simply because their watch designs, product lineup and marketing are all over the place. If you tell a friend:"I bought a Sub.", they immediately know which watch you're talking about. If you say :"I bought a Seamaster.", no one even has a clue what you're talking about: a 300, a 300m, a Planet Ocean, an AquaTerra? Four completely different watches, all with the same name, for no reason. Instead of improving a model over time, they just chuck out new models, and keep all the old, half-baked designs in the catalogue. Is there any reason for the outdated-looking SMP300m to still be here, when the PO600 serves the same purpose, but is basically better in every single way? Is "But what about James Bond, man?!" enough of a reason to celebrate that turd for 30 years straight? It's like their product lineup is managed by some weird hoarder, always adding new stuff on a whim, and not willing to let go of even the most useless piece of old garbage.

Even with a 6.25 inch wrist, Omegas wear better with a slightly thicker case, considering the case shape and design.

Gold panda speedmaster looks sweet.

To dam large! Besides World Time watches are to difficult to read…..dials are too busy especially if one is past 50 years of age. The last thing I would be interested in is trying to find the time Vienna while driving my auto on a So. Cal freeway crossing over the center lane and trying to explain the officer how I hit the car head on because I was trying to find the time in Vienna Austria; office the my omega world time watch caused the accident! Last: regardless if a watch uses titanium 2 or 5 it is very difficult to scratch a titanium watch: I own two titanium Ventura Design on Time watches with no scratch marks.

Spot on review. Very disappointing for a brand of their historical stature. Are we really surprised? After all they brought us the plastic MoonSwatch not once but twice.

Do you know the difference between grade 5 and grade 2?

At times I wonder if people are even taking the time to think before to draw conclusions. Grade 2 titanium is in no way inferior to Grade 5 titanium. These are different titanium alloys and Gamna titanium used for the Omega Ultra Light is even different but also more interesting exclusive because of its physical properties. Grade 2 is used when one looks for a darker shade of titanium, brushed titanium, etc… Grade 5 is used when one looks for more shiny surfaces. It is a little, not much, more resistant to scratches than Grade 2. People looking for scratches resistant watches must go ceramic since all metals will easily get scratched…

That Royal Oak doesn't just have a military dial, it looks like it went to war 😂

In the last few weeks, Omega has hardcore started advertising to me. I think it makes sense. A big reason why Cartier and Rolex sell millions upon millions is women

Does 904L steel have a melt value? 🙄😎

Grade 2 is brighter in color while grade 5 is darker and would look more “gunmetal”. Maybe Omega used grade 2 for the color properties.

All omega need to do is release a seamaster 300 midsize. It’s so easy to see the shift to smaller sizes is slowly happening, plus the more people who are getting into the hobby mean more slim wrists looking for watches under 40mm. Tudor is ahead of the curve and the bb54 was a huge success for that reason.

I think they're after the $ for now as per stats, Cartier has overtaken them as 2nd to Rolex and "watch people" pay attention to this. OR, they blew their Marketing funds on the celebs that they don't have anything left for a proper product release. IDK.

I really love the design on these. Simply too big.

All I want out of Omega is more 38mm options for the Aqua Terra

Really refreshing to hear takes about women's watches -- and as a woman I completely agree with Christian! It is incredibly boring and reductive that all the newer watches made for women by Omega are "outdated mom-ish". You could always argue that in this day and age all "men's watches" are unisex -- but it's still nice for a lot of us smaller women to have the design / quality of the "men's watches" in smaller size. I love my Speedy, but if it were to come in a 37-38mm, I'd love it even more.

Come to LA!

...and ZK's dad (Lenny) is a JLC ambassador.

These Aqua Terra’s are amazing !!!!!

"You can *not* stop women!" - Michael Kristy, 2023. Brilliant LMAO.

3:45 we are talking about our wrist …….lol

I own 2 omegas and I’m upset with that marketing push…. But then again swatch decided the MoonSwatch was a good idea so who am I in the scheme of things… I’m sure they know better😮 I also own Tudor and I feel they’re campaigning the “mall aesthetic too” :-( Ironically I think with what’s gone on with Rolex pricing they just need to show they have the same “class” and reliability … but here’s the difference “availability?”

Titanium bracelet would be nice

Looks like the Bulova GMT:)

Celebrity, celebrity celebrity, tudor, tudor, cartier, cartier, cartier,iwc, iwc, richard mille, richard mille, rolex federer, federer

Great vid as ever. But if you are worried about how much of the RRP is going to Eddy Redmayne... How much of that Date Just is going to Roger Federer!

What happened to Rolex? Why no Rolex content fellas? 🤣🤣🤣

If they made these with fluted bezel this would be baller

As a woman Omegas marketing is definitely not effective for me. I own a vintage Omega and love the brand but I really don’t think this is the way to get more women into watches.

Phenomenal video guys! I've been wondering about Omega for a few months now. There were no releases around Watches & Wonders even if they didn't participate in the actual event and nothing really on the horizon to get excited about. Omega, if you're paying attention, please let me share my story with you....for my wife's birthday in early May, she was obsessed (I know that word gets thrown around a lot in social media) with the 2022 Omega Aqua Terra with the terracotta dial. She wanted one badly. I called every Omega AD I've worked with, some that I haven't and even a few Omega boutiques in other states and could not source one for her. What I heard most often was, we haven't seen one of these watches in a while OR worse, not at all. We ended up buying her a beautiful 2023 Tudor 36mm Black Bay with the blue sunburst dial and diamonds at the 1, 2, 4, 5, 7, 8, 10 and 11. She's over the moon with her new watch. Win Tudor, loss Omega. For myself, I've been on the wait list with a trusted AD for the 40mm Rolex Explorer since it was announced this year. As an owner of the original Pierce Brosnan Seamaster 300, I decided, to hell with waiting for a Rolex, I'm going for the 2022 Omega Seamaster 300 with the green dial. I'm currently on a...wait...list...yes, wait list with another trusted AD for this piece. Forget 2023 releases, get your act together Omega or my family will move on to other brands that want our business and have watches available when we want them. Really sad to see this happening to a brand that has most of the clout of Rolex but the availability people want. Thanks for delving into the topic gents!

As an aqua terra grey dial 8900 blue rubber strap owner, I’m not a fan of this AQ WT

Omega is hopefully just keeping their powder dry for the upcoming SMP 300 anniversary. That should end up being a big deal. That...or the next MoonSwatch edition...

Wearing an AP criticizing omega for brand ambassadors. But......Audemars Piguet LeBron James New Global Brand Ambassador NBA Star to Represent Renowned Watch Brand on International Stage and Collaborate on Exclusive Limited-Edition Watch as well as Philanthropic Efforts.

The world timer is not too busy. We've all seen you wear watches that are far busier. The only problem with it, aside from this particular model being ugly green, is that it says Bienne instead of Paris. It is also the only feature that keeps me from buying one. I don't give a shit about Bienne. I want Paris.

I generally disagree with you guys on everything but I disagree with you on this hard. That greent worldtimer is my favorite non Moonphase watch in the world.

Umm, dozens of articles, MAY 16, 2023, Hodinkee, Introducing Omega Announces Three New Options To The Seamaster Aqua Terra Worldtimer Line (Including Titanium) a first grader level google skills finds it from the day of the release.

Couple of key points you may wish to explore. Did you know Manufacturers participating in watches and wonders are barred from releasing anything in a specific duration prior to the show. That also contributes to the release when everyone is looking idea. But after they can release whenever they want and I personally like getting stuff from the brands more than one time per year.

The Blue AT World Timer is a gorgeous watch, these colors are so muted and dull, no wonder not a single person cares, shame on you Omega, with the crazy colors of the Moonswatches, we need crazy color Omegas.

I think there is always a small underestimate how much Asian markets matter. Growing up Asian American I was always surprised how much my parents were caring about what celebrities wear or are doing. In the US I feel much more disconnected to these things but they still have a very large care to it.

Omega is definitely on the list of watches my wife would buy. Rolex isn’t.

Two great heads of hair. ❤

perhaps you shld both apply a job in Omega as CEO & run the show

The Twelve from CW is titanium grade 2… for 2500$

Those guys are really clueless. Titanium grade 2 is great. And saying you would overpay for one of those world timers at 10k? There is nothing like else on the market for that price, look and quality.

they raised there prices to much! and making larger watches no ones gonna wear. They should invest in 36-40 mm, instead of these larger watches, Tudor will kill Omega if they do not step up there game. For those prices, people is gonna look else where.

Maybe they should do a tutor does. You cannot tell me with all the reviews and all the press that Tudor gets being only in the top 15 not top 10 all the RU-vid coverage they get. They are definitely paying for all the press and all the RU-vid videos and maybe you're all upset that you omega doesn't

4 Videos ago, "How we got Omega to work with us" and here you talk like they are Invicta.

platinum is softer and easier to machine. Perceived vale.

For that much money, why not use ceramic?

I wonder how influential an ESG score is impacting Omegas advertising campaigns.

Didn't omega set sales records last year with the moonswatch? They sold 1 million of them. Maybe not us but many people are talking about them. They have been kinda boring though when it comes to new releases but yall just did a video working with them

STOP lobbying for small watches !!!!! There ARE people with 7+ wrists. It’s enough with the current trend !

Maybe they are so confident in the mystique of the Speedy they feel that won't change and they will attempt to find new markets to add.

Rolex sells a ton of women’s watch to men (for their wives/girlfriends) so that they can build up their history with the AD to get the watch they really want.