The Watch Journey – The watch brand tier list – Omega and Longines

Welcome to the 11th instalment of my watch journey. The Watch brand Tier list currently stands at Rolex Last, Tudor second last followed by the fashion brands, Swatch watches, Tissot and Citizen, equal Hamilton and Tag Heuer, Now the next on the list is another two, Omega and Longines. 

Although part of the Swatch group both have maintained separate brand identities and pricing levels. They share the same basic movement made by ETA, another member of the group that makes movements but customised to their brand ethos. Each brand claims their customisations are not shared. The case and bands are clearly not shared having their own identity.

Omega watches are positioned as a prestige watch brand and in marketing second only to Rolex. True they make high quality watches have a history of tech innovations and have largely stayed relevant by high profile sponsorships of the Olympics and product placement on the James Bond 007 movie franchise. 

Longines watches are positioned as a luxury brand rather the prestige. This is a Swatch group office politics of course. Longines has had many notable models, tech innovations notably in aviation time keeping and numerous owners like Albert Einstein and brand ambassadors over the decades. It happens to be the oldest Swiss Watch company and still recognisable brand. Unfortunately a brand not so well known to the masses which may be a good thing. 

Omega Vs Longines why I rate them the same: Omega has the rock solid image of have the most popular Moon watch origins and James Bond Movie franchise and Olympics under its sway. Their watches and movements use the very best tech and materials. They are not a over hyped as Rolex and don’t have strange attachment to use of the term ‘investment’ when ironically use buy used watch sales people to convince you to my a certain brand.  

Longines has had a bit of the breather in the last 20 years due to it’s reliance on certain markets and being higher priced but still affordable at a stretch. Thankfully like Longines of old they regrouped and releasing modernised classics from their very long history.

So ultimately the reason why I rate them the same is that when you check out a Longines Zulu Time model (as an example) and compare it to the Omega GMT, both have the similar feel and quality yet the Omega is 3 times the price. Admittedly the Longines bracelet is no quite as nice but neither watches can be remotely called cheap if you are not flushed with funds.