"No one needs a watch,"
The Journey of Omologato: From Humble Beginnings to Motorsport Legacy
"No one needs a watch," are the words I start every working day with. Yet, here I am, leading a brand that has captured the hearts of motorsport enthusiasts worldwide—Omologato. The journey of building this brand has been anything but ordinary, and it's a testament to passion, perseverance, and the unique intersection of timepieces and motorsport.
My journey into the world of watches began in 1993 when I was just 23 years old. Back then, I knew very little about watches. But I was fortunate to have good people around me who taught me the basics. These early lessons were invaluable as they laid the foundation for what would eventually become Omologato.
My first foray into the watch industry was through a supplier who has remained a trusted partner since those early days. This relationship, which has grown beyond just business, has been pivotal in the success of Omologato. It's a reminder that in business, as in life, the people you surround yourself with can make all the difference.
In the 1990s, I began supplying race teams with watches. These timepieces were often given to team members or used to commemorate race victories. This experience gave me a unique insight into the world of motorsport and the potential of combining it with the watch industry.
However, by 2015, my original business was struggling. It was a challenging time, but it also presented an opportunity. I decided to take a leap of faith and launch my own watch brand—Omologato. The idea was simple: to create high-quality watches that resonated with motorsport enthusiasts. It was a bold move, but one that paid off.
Omologato's success is not just about selling watches; it's also about building partnerships that create value for all parties involved. One of the key aspects of my business strategy has been to leverage these partnerships to generate income and expand the brand's reach.
For example, I worked with a global tyre brand to secure a preferential rate for a racing team I sponsor. The team viewed this as a form of sponsorship, which led to them placing the Omologato sticker on their race car. It's these kinds of deals—where everyone benefits—that have helped Omologato grow.
Currently, I have approximately 30 B2B deals in progress, and I expect at least half of them to be successfully activated. One of these deals even involves facilitating the purchase of a private jet. It's a far cry from selling watches, but it speaks to the diverse opportunities that arise when you're committed to building an authentic brand.
One of the most exciting prospects on the horizon for Omologato is the possibility of entering a car in the Indy500. This dream started on a wet Wednesday afternoon in April when I texted my friend Chip Ganassi, a legend in the motorsport world, to inquire about the cost of running a bright red #TeamOmologato car at the Indy500.
Chip responded immediately with a figure that was, to put it mildly, eye-watering. But at least I had a number to work with. I then contacted a friend who specializes in motorsport deals, and within a week, he had secured the necessary funds.
The momentum continued when I spoke to a massively successful racing driver who is also a friend. He confirmed that if the car is secured, he would bring additional funding to drive The 500. Things really took off when a major engine supplier agreed to provide an engine for free—a significant contribution considering the cost of renting an engine for qualifying and the race can run up to $300,000.
This dream is close to becoming a reality, but we still need an entry. If it happens, it will be the culmination of years of hard work and the relentless pursuit of a vision that started with a love for watches and motorsport.
God loves a dreamer right?
While the Indy500 project is incredibly exciting, the core of Omologato's business remains our watches. Over the years, we've expanded our brand significantly. Today, Omologato watches are available in approximately 200 stores worldwide. In 2022, we posted an 81% gross profit, and we're on track to achieve a similar result for 2023.
Our customers are incredibly loyal, which is a testament to the quality and appeal of our watches. A survey conducted about two years ago with 1,000 of our customers revealed that 95% of them owned at least two Omologato watches. Even more impressively, 41% had at least 10, and approximately 16% had every single model we've ever made.
At Omologato, we're creating a community around our brand. It's called #TeamOmologato. We regularly organise events for our customers. Our next event is a track day at Thruxton Circuit, followed by a mentoring day for drivers of all ages. We're thrilled to have Angela Cullen, who used to work with Lewis Hamilton, and Marc "Elvis" Priestley, who worked with McLaren and Kimi Räikkönen, on board as speakers for the event, hopefully in November in Bicester.
These events are not just about promoting our brand; they're about giving back to the motorsport community and helping the next generation of drivers succeed.
Omologato's growth has not been limited to the UK. We've expanded our presence in Canada, Australia, and the Middle East, and we've recently opened our own offices in Indianapolis. These offices are headed by racing legend Scott Goodyear, who is now our Head of Omologato USA.
In addition to expanding our retail presence, we're also working on several initiatives to bring commercial opportunities to motorsport. I've been collaborating with both the FIA and FIM (the International Motorcycling Federation) to explore ways to enhance the commercial aspect of motorsport. These organizations, both based in Geneva, are keen to see how Omologato can contribute to the future of the sport.
At the end of the day, I am, at my core, a watch salesman. But I'm also someone who has a deep love for motorsport. This dual passion is what drives Omologato. It's why we go the extra mile to create watches that resonate with our customers and why we invest in projects like the Indy500.
Building Omologato has been a challenging but incredibly rewarding journey. It's a reminder that success is not just about having a great product; it's about building relationships, seizing opportunities, and never losing sight of your dreams.
Omologato is not just a watch brand; it's a celebration of motorsport and the people who love it. From our early days supplying race teams to our current efforts to break into the Indy500, everything we do is driven by a passion for racing and a commitment to quality.
Soon we launch the Arnage® - our 10th Anniversary watch. I've put a lot of soul in to it. Securing the name was the first thing, then the money to build it and soon the activation to bring the story to life. I hope you like it.
As we continue to grow and expand our brand, I remain excited about the future. Whether it's through new partnerships, innovative products, or ambitious projects like the Indy500, Omologato is a brand that's always moving forward. And while no one may need a watch, we're determined to make sure that when someone does choose one, they choose an Omologato.