By  on November 13, 2017

BIEL, Switzerland — Omega, the powerhouse brand of Switzerland’s Swatch Group, is stepping up its challenge to arch rival Rolex with a sharper focus on Millennials, bigger plans online and a sparkling new factory.

The push comes as president and chief executive officer Raynald Aeschlimann puts his stamp on the Swatch Group’s highest revenue brand 16 months after taking over from legendary Omega boss Stephan Urquart. Aeschlimann, at just 47, now occupies one of the most important and prominent jobs in Swiss watchmaking, previously held not just by Urquart but also the formidable Jean-Claude Biver.

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