Omega has inaugurated a new standalone boutique in Aspen, Colorado, operated by retailer Oliver Smith, as the mountain town emerges as a key spot for luxury watch collectors. The opening coincides with heightened interest in high-end timepieces amid the winter season and Olympic visibility. This addition follows boutiques from brands like Audemars Piguet and A. Lange & Söhne in the area.
Aspen, long known for its ski slopes and luxury retail from brands such as Louis Vuitton and Gucci, is increasingly attracting watch enthusiasts seeking to combine collecting with vacation. In 2020, Arizona-based pre-owned watch retailer Oliver Smith established a presence at 400 East Hyman Avenue, joining existing outlets like Audemars Piguet, A. Lange & Söhne, and Meridian Jewelers, which carries Rolex, Tudor, and Cartier.
In 2023, Smith launched Watch Week Aspen, an annual event that draws aficionados nationwide. 'What we’re trying to do this year is bring in some brands that aren’t represented in Aspen, that want to be to come in and talk to their clients,' Smith told Robb Report. The event fosters organic growth and has led to significant sales, including half-million-dollar watches during its three-to-four-day run.
The new Omega boutique, located below Smith's pre-owned store, opened at the end of last month to a packed house, with clients purchasing pieces on the opening night. Stock includes popular models like the Speedmaster, Seamaster, and Constellation, alongside the 43 mm De Ville Tourbillon in Sedna gold priced at $237,000. Demand is strong for watches featuring Omega's Caliber 321, a revived column-wheel chronograph movement from 2019.
The timing aligns with the Olympics, where Omega serves as official timekeeper. Smith imported an Omega bobsled for client photos, capitalizing on the brand's visibility. 'You’re seeing Omega all over the screen [for the Olympics], right? I think that really helps define their craft—their ability to time these events to the 100th of a second,' he said. Aspen resident and Olympian Alex Ferreira, who won gold in freestyle halfpipe this year, adds local Olympic ties.
The boutique facilitates trade-ins, allowing clients to upgrade from pre-owned pieces. Smith highlighted the Speedmaster Milano Cortina at $6,800 as fairly priced for entry-level collectors. Watch Week Aspen returns August 13-16, with summer recommended as the optimal visit time amid rising private jet traffic to the area.