Why it matters: Relative ranking shifts can influence retailer allocation, marketing efficiency and pricing power, with Omega facing greater pressure to defend brand heat and full-price integrity against Rolex’s accelerating scale and scarcity model.
Impact: Omega’s perceived momentum and pricing power risk weakening (especially in China where discounts are cited), while Rolex’s market leadership narrative strengthens, potentially capturing disproportionate demand and mindshare.
What to follow: Track Omega sell-out trends in China vs. U.S. store productivity, secondary-market discount levels, boutique expansion effectiveness, and Rolex supply/demand indicators and retail sales estimates.