Swiss watchmaker Omega has announced that it will invest substantially in the USA, opening nine new boutiques in the fourth quarter of 2010 to be followed by around twenty more.

The new OMEGA boutique on Michigan Avenue in Chicago

Omega president Stephen Urquhart said that the new Boutiques will support Omega’s existing retail network in the US and added that in 2010 alone, the new stores would represent “an eight-figure investment and create many new workplaces in the U.S. retail environment.”

The luxury watch manufacturer has been developing its sales network around its corporate flagship stores; the decision to open the new boutiques in the United States is a logical continuation of the strategy. Omega’s boutique network already includes more than 60 stores at the world’s best retail locations.

Omega president Stephen Urquhart suggested that the time was right for the company to expand its network in the United States. “We are in a strong position thanks to our global success and we believe in America. We are confident that it is an ideal time to make this major commitment there.”

Each of the new boutiques in the United States will feature Omega’s entire product range, including the four iconic watch lines Speedmaster, Seamaster, Constellation and De Ville as well as the company’s selection of fine jewellery and leather goods.

The first of the new Boutiques will open on Michigan Avenue in Chicago in mid-November. It will be followed by stores in Pittsburgh, Jacksonville, White Plains, Hackensack, Scottsdale, Los Angeles, Seattle and Nashville.