Omega keeps things ticking

CEO of luxury watchmaker sees no change in China's love affair with the time-honored brand

Raynald Aeschlimann, global president and CEO of premium watch producer Omega SA, first came to China about 20 years ago.

Since then, he has visited many cities over the years, including Kunming, Lijiang, Harbin, Chengdu, Chongqing, and says he has found a strong affection for Omega, the official timekeeper of the Rio 2016 Olympics.

Chinese consumers are now better informed and savvy, but Aeschlimann says he doesn't see too much change in the Chinese love affair with luxury watches. One of China's most famous Omega fans is actress Zhang Ziyi.

"We have more than 600 people working in our stores and six offices in China, and Chinese consumers represent the biggest population buying Omega around the world," he says.

Aeschlimann, who took the CEO job in June, talked to China Daily about his experiences. The following are edited excerpts of that interview.

Q: Who is the typical Chinese owner of an Omega watch?

A: With Omega, there are no typical owners. We have so many different collections and models; each watch attracts a different kind of buyer. However, one thing is true of all Chinese customers: They appreciate good quality and a refined style.

Omega is a very aspirational brand, and I think our Chinese customers put a lot of value on the excellent craftsmanship of our timepieces. They understand what makes an Omega special and make their watch choices based on design, excellence and heritage.

Can you talk about the sponsorship relations between Omega and golf?

Golf is a passion of the Omega brand, and it's one of our commitments to help grow the game around the world. Until now, that has included partnerships with the PGA, the Ladies European Tour and the title sponsorship of tournaments such as the Omega European Masters, as well as several tournaments in Dubai.

Of course, we've also partnered with several excellent ambassadors such as Rory McIiory and Shanshan Feng.

In the future, we'll see how much further we can go. The return of golf to the Olympics was a big moment.

What's been your biggest achievement as CEO?

It's only been a short time. But Omega's success as the official timekeeper of the Rio Games was a very proud moment for me. As well as keeping time in every event, we also had our Omega House on Ipanema Beach and a hospitality program that included many important guests and friends.

It was a lot of work and involved a lot of strategy and passion. For me, we achieved exactly what we wanted and needed to do.

What's the secret of your business success in China?

The historical relationship plays a major part. Omega has been in China for a long time, and it has allowed us to establish in the market here our qualities of precision and beautiful design. We have grown to understand the Chinese market, and our customers have grown to know and love our products. So it works both ways.

What do you see as effective leadership for a company engaged in China business?

It's important to always remain true to your brand values. I often get asked if Omega will change its marketing or design approach due to the current economic challenges. While some others may do that, Omega is intent on retaining its high standards in every area.

As a leader, you have to be strong and keep persisting with your innovative ideas no matter what challenges you face. That's important for somewhere like China, because our customers have standards they expect from our watches and we can't be seen to be going backwards.

How do you get along with local partners?

With local partners, our key objective is to maintain trust and openness. Partnerships are strongest when both sides feel respected and equal. I've been traveling and visiting our local partners in China for a long time. Now, after around 50 visits to the country, I have a deep and emotive understanding of the people I work with. I always cherish our discussions, which are based on very successful partnerships.

How do you motivate your international team?

With a brand like Omega, there are many ways to motivate an international team. First and foremost, it's important to remind them of what Omega is and where it has come from. We have such a proud history and an inspirational story. That in itself is motivational.

On top of this, I encourage each international team to be entrepreneurial. They should see Omega as their own business and look for their own innovative ways to progress the brand in their market and push it into the future. It's important to give them confidence so that they can be ambitious and enterprising.

Finally, I always keep deep and personal contact with many of the team members.

How do you handle hardships and setbacks?

You have to learn from every challenge. In business and in life, there are some hardships that are unavoidable. They are beyond your control. So you have to be philosophical and look for the positives. If you can understand why it happened and what you can do if it happens again, then you will always benefit.

What are your ambitions for the brand in China?

China is a fascinating country. It is innovative and progressive, and I think that mirrors the spirit of Omega. In terms of business, China is incredibly important for so many brands. Omega's dreams for China are all about growth. We want to continue reaching as many customers as possible, which means extending our reach with new boutiques in areas such as Central China.

We want to be more accessible. As I said before, Omega and China share a special relationship and we want to continue that.

How do you spend your time off?

I love to spend time with my family. We live near a lake in Switzerland that is a great place for outdoor activities or a healthy run.

In China, simple pleasures are the best. The great food, especially Sichuan cuisine, and visits to cultural places always allow me to relax.

wanghongyi@chinadaily.com.cn

(China Daily Africa Weekly 10/14/2016 page31)