I do not quite agree. While it looks to me that too many high profile ambassadors may lead to diluting the brand in some ways, I think that Omega, through their choice of ambassadors, could do better.
Tag and (mainly) Rolex have lots of ambassadors, and targeting very different crowds. Tag seem to capitalise on their ties with motor racing, they have the upper hand there. Add one or two fashionable sports/entertainment celebrities and that is it. Otherwise, bollywood actors are merely atempts to break into new, wider markets. Rolex have a whole galaxy of ambassadors, and 85% of them I have never heard of. Equestrianism? Polo? Opera? They clearly do not step onto Tag's grounds, nor Omega's. They could focus more efforts on motor racing but they do not, for whatever reason. All in all, they try to maintain their exclusive image through obscure representation.
Omega is poorly represented, if one only looks at the number of ambassadors. But they shoot in every direction: they have their mandatory racer, tennis player, golf player, model and classy but trendy actors. If there had to be a focus, that would be on sailing and swimming/diving, but I guess they do not want to be a one-discipline brand. In my opinion, they have to go up the marketing ladder and grab as many market shares to Rolex as they can. Then again, they have different products, so the positioning has to be different. Finally, I think their main ambassadors are not persons: Moon and Olympic games. While they have succeeded in branding the Moon, they should really have a permanent range of Olympic watches.
I know I should probably not speak about Tag, Rolex and Omega as if they were on a same level, but it is their marketing ways that was of interest here. On a worldwide scene, you can see Tag ads at every Formula 1 race (around 20 per year), Rolex ads at high profile races and many golf tournaments (? per year), and Omega... err... no ad during a hugely watched event taking place every 4 years. They really should work more around their present ambassadors and try to widen their number.
