Omega is showing no signs of returning to global trade fairs, but is reassigning the millions saved into spectacular monobrand events including the Her Time showcase of watchmaking for women in London earlier this year and a Planet Omega presentation that just opened in New York City.
The spectacles on both sides of the Atlantic are publicised with Omega’s star-studded roster of brand ambassadors from across entertainment and sport making guest appearances.
Planet Omega, which runs until November 19 at the Chelsea Factory in New York City, showcases the history of the watchmaker through a series of zones.
On arrival, a vintage presents historic timepieces, on loan from the Omega Museum in Biel, Switzerland, including Elvis Presley’s favourite wristwatch, an Omega Slimline worn by John F. Kennedy at his presidential Inauguration Ceremony in 1961 and an original Ladymatic watch from 1955.
Other sections tell the story of Omega’s association with the Olympic Games, America’s Cup and other partnerships with professional golf, swimming, and athletics; an ocean area taking a deep dive into Omega’s contribution to water resistant tool watches; a James Bond zone dedicated to the world’s favourite spy who has worn an Omega in every film since 1995; and an exhibition highlighting Omega’s peerless contribution to space and lunar exploration.