For years I have complained that even high-end watches don't come with instruction manuals. That isn't universally the rule, but it is the norm. While that isn't likely to change, brands like Omega are taking the logical next step by creating video instruction manuals and putting them online for everyone to see.
Pretty recently (as in a day before this article was written) Omega created a new section of their YouTube channel called "Omega Video Manuals" (as a playlist). The playlist currently contains 25 videos on how to use most of their watches as indicated by movement (calibre) as well as model. The videos contain instructional animations on the basics of using an Omega watch. No doubt they are mostly for beginners, but those basics are necessary for a lot of people new to mechanical watches.
Retailers tell me that the majority of service requests and calls are for extremely basic issues or fundamental misunderstandings of how mechanical watches operate. That means customers complain that their automatic watches stop after sitting on a dresser for a few days or they think it needs a new battery. Another major issue is when people don't understand that their watch has a screw-down crown - which can lead to some severe frustration.
Right now the Omega Video Manuals section has instructions for Speedmaster, Seamaster, Constellation, and De Ville watch collections. More will come in the future for sure. The videos provide watch operation instructions that will cover all of the basics. Though more advanced needs will require additional advice. Omega knows that by hosting these videos on YouTube they will reach all the people searching Google for help on using their products. This will reach much more people than by simply hosting the videos on the Omega website. This is another excellent way brands can use the internet for customer service needs, as well as to gain trust and goodwill with existing and prospective customers.