Dear Uncle Sam
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Christophe Roulet
Editor-in-chief, HH Journal
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Stephen Urquhart and Joe Steranka, CEO of the Professional Golfers’ Association of America (PGA) © Omega
While the rest of the world has its eyes riveted on China as the luxury industry’s new big thing, Omega is busy canvassing the United States, still the second biggest market for Swiss watch exports, growing almost 22% over the first eight months of the year.
This offensive will take the form of 14 new Omega stores in 2011, after the ten which the brand already opened in 2010. Prior to this, the brand has entered into a five-year strategic marketing and sponsorship agreement with the Professional Golfers’ Association of America (PGA of America), which this year celebrates its 95th anniversary.
With a membership of 27,000 men and women, all recognised for their expertise in teaching the game, promoting the game, and managing golf facilities, the association is the largest sports organisation in the world. It also conducts two of the game’s major events: the PGA Championship and the Ryder Cup. “With our tournaments in Europe and Asia, Omega has long supported the growth of golf as a global game,” Stephen Urquhart, president of Omega, declared. “This partnership also gives us a fantastic platform to develop the brand in the important American market.” The agreement, which also designates Omega as official timekeeper, was launched at the 2011 PGA Championship at the Atlanta Athletic Club in Johns Creek (Ga) and will run until 2016 when the PGA will celebrate its centennial.
