Omega watches are known for retaining their value for a long time. A big part of this is due to co-axial escapement. Assisted by the success of caliber 2500, Omega developed the first mass-production time-piece that incorporated a coaxial escapement. Invented by George Daniels, a watchmaker from England, and recognized as the most important watch-making advance in recent times. The coaxial escapement virtually eliminates the need for lubrication, which greatly increases precision and the need for maintenance over time.

Radial friction causes less strain on the movement's parts, as opposed to sliding friction. This in turn results in Omega's watches being able retain their value for a longer time than their competitors. It also reduces the amount of maintenance the time piece will need to undergo over time to virtually a fraction of watches with other types of movement.

Another factor in Omega watches retaining their value is the quality which they are produced with. Each new Omega movement has to pass extensive standards. The movements are tested in existing Omega watches, and, at the same time, various lab examinations are conducted to verify the movement's ability to resist temperature, shock and vibration. The precision of the movement is also tested. Along with this, when a new case has been produced, it is subjected to various tests as well. The decision on whether to manufacture a new case is only taken if the new prototype passes all tests assuring great quality.

Omega watches are heavily sought after time pieces due to the company's thorough advertising campaigns, and endorsement of major worl wide athletic competitions, such as the Olympics. By participating in massive marketing campaigns that drive sales, the Omega brand is has a universal perception of quality, precision and design.

The benefits of investing in Omega watches are plentiful. For one, after the severe financial crisis of 1975 to 1980, their debt was bought by banks in 1981. Switzerland's other watch-making giant Allgemeine Schweizerische Uhrenindustrie AG (ASUAG) was similarly saved a year later.

In 1983 the Holding ASUAG-SSIH was established, after significant downsizing, as well as the reformation of R&D. The new company achieved quick success and substantial growth. It is now considered one of the largest watch companies in the world. In 1998 the company changed its name to Swatch Group. It now owns Blancpain and Breguet. Although the company diversified over the years, its leading brand is still considered to be OMEGA.