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DUI and BTS response to "Global Alliance"

The rules of the market, not only in diving, are tough and everyone knows it. You have to keep your finger on the pulse and react accordingly and at the right time. If you don’t, you fall behind the competition and then you die. So it’s no surprise that a few months after Santi and
Published: August 13, 2014 - 11:35
Updated: July 22, 2023 - 07:57
DUI and BTS response to “Global Alliance”

The rules of the market, not only in diving, are tough and everyone knows it. You have to keep your finger on the pulse and react accordingly and at the right time. If you don’t, you fall behind the competition and then you die. So it’s no surprise that a few months after Santi and Halcyon announced their alliance in the form of a ‘Global Alliance’, we saw a reaction from the competition.

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BTS Europa AG together with its partners from America – DUI and Europe – CCR Sp. z.o.o. announced the acquisition of OMS – Ocean Management Systems brand. OMS, best known for its distinctive red wings wrapped in black rubber bands, has fallen (to put it mildly) in popularity in our country in recent years. Let’s hope that the change of ownership will help put the brand back on its feet and we will see it at the diving sites a bit more often.

“The OMS brand is an internationally recognised brand with a solid reputation. Over the next few months we will make every effort to improve the OMS product line. Our goal, as well as that of our DUI partner in the US, is to maintain the high quality of OMS products in line with customer expectations.” – we can read in the official statement

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It is hard not to see parallels here with the Polish-American alliance Santi-Halcyon mentioned earlier. Nevertheless, we should be glad that the market reacts in such a way. The divers, i.e. the final recipients of the product, will benefit from it above all.

The above situation also shows how everything changes in a short time. One could say that this is a perfect example of a situation where the student surpasses the master. After all, DUI is a brand which recently celebrated its 50th anniversary! A tycoon on the market and for many a synonym of the highest quality. Today, in turn, we can observe how it is chasing the “student”, which, due to its seniority, should be considered Santi Diving.

The Polish company has taken the world markets by storm in recent years. You can like them, you can dislike them, you can complain about the prices, etc., but they deserve real respect for the reputation they have earned in Europe and all over the world. The acquisition of the OMS brand seems to be further proof of this and shows who is now catching up.

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