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Providing the necessary retail experience for this project is local luxury retailer Partridge Jewellers, who will operate the Boutique as a joint venture with OMEGA. Partridge Jewellers has enjoyed a long partnership with OMEGA through representation of the brand in both its Wellington and Auckland retail stores.Opening this October to coincide with the start of the Challenger series, the OMEGA Boutique will trade from the prime location of America's Cup Village, until the end of the America's Cup 2003 race series next March.The OMEGA Boutique will represent another historic milestone for the luxury watch brand, as it embarks on an ambitious project to open 50 such stores in famous shopping areas throughout the world. The new store consolidates the position of OMEGA at a local, national and international level, and at the same time gives full support to the existing worldwide distribution network of authorised OMEGA retailers.This first OMEGA boutique in New Zealand is above all a testament to the worldwide success of the OMEGA brand - a trend that this exciting new venture can only stimulate.

This year has got off to a great start for Swatch Group after reporting huge sales gains last year and already on target for its 2011 goals and market predictions. Last year the Swatch group had record sales of 6.4 billion Swiss Francs according to Swatch and they are expected to employ between one thousand and two thousand extra workers to keep up with demand for their products. According to Swatch Group the backlogs in production are across its Swatch, Tissot, Longines, Omega, Breguet and Blancpain brands. The Chief Executive Officer of Swatch Nick Hayek told Reuters news in an interview that, 'It is not just movements. That is the least problematic. The most problematic is cases, glasses, dials, and hands'. He added that they have bought land all over Switzerland to add production facilities to keep up with the demand from its customers. TAG Heuer Chief Executive Officer Jean Christophe Babin also told Reuters news it plans to add workers to its Swiss work force. He stated that he plans to add an additional 40 to its 450 person work force. He also stated though that his company has fears about finding new younger watch makers as they are a dying breed and other larger production groups are on the prowl for these experts and that they have established their own school to help people learn the craft of *** luxury time pieces for the company.