Omega is taking partial control of its online distribution. The watchmaking company today announced the launch of its first e-commerce platform.Omega hopes that the web site, only accessible to U.S. consumers, will help it establish an omnichannel approach to retail. Consumers can educate themselves about watches in-store or online, and complete a transaction in either setting.“Omega will continue to develop its global network of boutiques, which are still considered to be an important part of the shopping experience. However, the rollout of e-commerce will add yet another dimension, which fulfills the needs of consumers,” the company, owned by The Swatch Group, said in a statement. The brand is in the process of planning e-commerce programs for additional markets.Omega president and chief executive officer Raynald Aeschlimann said of the launch: “By offering online sales in the United States, Omega can now reach fans in every corner of the country. No one is restricted geographically, which will make us much more accessible. We also recognize that e-commerce is growing rapidly in the luxury sector and many of today’s consumers use it as their primary way to shop.”To mark the launch of its first e-commerce project, Omega will introduce an exclusive watch, The Seamaster Planet Ocean Michael Phelps Limited Edition. The style, designed in ode to the Olympic swimmer, is only available for purchase online.
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