Swatch Group to Independently Import Omega to Russia

Having terminated the contract with Mercury, Swatch Group (SG) independently imports Omega to Russia. The first boutique of the company was inaugurated in Moscow GUM yesterday.

Swatch Group (SG) has changed the promotion strategy for Russia, its president and principal holder Nicolas Hayek said yesterday. Previously, Jamilco was the Swatch distributor here, while Mercury dealt with Omega promotion.

Half a year ago however, SG obtained Jamilco’s 30 franchise stores of the Swatch brand along with the warehouses through a deal, which budget the analysts estimated at between $20 million and $30 million. SG used the stores to create its own representative office in Russia, which chief is Konstantin Rustambekov.

In the next move, SG set to independent promotion of Omega in the country. Mercury will remain the brand distributor, but it will get the product from Russia’s office just like other distributors. Hayek announced SG will arrange independent deliveries of all other brands in three years and said that Russia’s market is one of today’s priorities of SG.

But SG won’t be alone in retail promotion, as it has a Russian partner already. Hayek said the company launches a chain of Subline multi-brand boutiques in tandem with Bosco di Ciliegi of Mikhail Kusnirovich. The first boutique opened in Vesna Trading Center, Novy Arbat, and Moscow will have another one before late 2006. Next year, the boutiques will be launched in St. Petersburg, Sochi and other cities of the country.

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