Personifying An Elegant Classic: Nicole Kidman for OMEGA

An important factor to achieve a successful celebrity endorsement is the congruence between the celebrity endorser and the endorsed products. In fact, it is important that the customer perceives a link between the ambassador, their life style and the product. It is also suggested that the source credibility, that is the positive characteristic of the ambassador, is an important factor of success.

Beauty. Pleasure. Victory—the three prominent attributes of the OMEGA watches campaign. It is no wonder why the brand has chosen the elegant Miss Nicole Kidman to be included in the ranks of its prominent brand ambassadors.

When it comes to beauty in face and form, Miss Kidman is an undeniable exemplification. She has graced the cover of countless magazines over her long and illustrious career—setting standards in feminine poise and beauty. Also, she is not just regal in body but in spirit as well—being a tireless campaigner for children’s and women’s rights and is a Goodwill Ambassador for UNICEF Australia and UN Women. The United Nations has also named her a “Citizen of the World”.

Her lifestyle and aura of relaxed luxury exudes that attribute of pleasure. She carries herself in such an unhurried way that it is distinctly noted how she takes pleasure in every single aspect of her life—enjoying it in a steady pace, with poise and grace.

And lastly, on the aspect of victory, Miss Nicole Kidman is certainly no stranger to that word. In 2003, she won an Oscar for her brilliant portrayal of troubled author Virginia Wolf in The Hours and she has been nominated for seven Golden Globes (she won three for her roles in To Die For, Moulin Rouge, and The Hours).

Nicole Kidman touches people’s hearts with everything she does. Since joining OMEGA’s family of brand ambassadors in 2005, Nicole Kidman has figured prominently in the “My Choice” advertising campaign and has made select public appearances on behalf of the company. A notable one of which as at the opening of the OMEGA House in London—where she stood out as the most beautiful piece in a room already filled with intricate art.

A Timely Invention

An escapement is a device in mechanical watches and clocks that transfers energy to the timekeeping element (the "impulse action") and allows the number of its oscillations to be counted (the "locking action"). The co-axial escapement is a type of modern watch escapement mechanism invented around 1974 and patented in 1980 by English master watchmaker George Daniels. OMEGA watches commercialized the escapement in 1999 when it introduced the first mass-produced watch incorporating the technology.

The OMEGA Co-Axial calibers were built to provide perfect working conditions to the co-Axial escapement which had been introduced in 1999 as the first practical new watch escapement to be invented in some 250 years. The components in OMEGA’s Co-Axial escapement differ considerably from those of the Swiss lever escapement which had long been the industry’s mainstay: it consists of a balance roller carrying a pallet and an impulse pin, an anchor with three pallets, and a three-level coaxial escapement wheel comprising the co-axial wheel, the co-axial pinion and the gearing/transmission pinion, with which it is connected to the intermediary wheel and the gear train.

Also, it is used in conjunction with a free sprung-balance. The timepiece’s rate can be adjusted by modifying the moment of inertia of the balance wheel instead of repeatedly changing the active length of the hairspring. Micro screws embedded in the circular balance wheel make the adjustment. This design improves shock resistance and avoids the disturbances caused by touching the hairspring.

The great inventor of this timely invention, Master Watchmaker George Daniels, ended his time here last year, sometime in October. It is most likely he left this earth knowing he left a lasting legacy in his co-axial escapement invention. In one of his last interviews, he said this:

“When it becomes more widely known to consumers that watches with Co-Axial escapements have better chronometric performance than their counterparts with classic lever escapements and that the Co-Axial watches have longer service intervals, the demand for Co-Axial calibers will accelerate dramatically. But it has another major role: it will extend the popularity of mechanical watches into the 21st century and beyond.” –George Daniels, Master Watchmaker (19 August 1926 – 21 October 2011)

Designing An OMEGA Watch

Anyone who has ever held an authentic OMEGA Watch in their hand would know they are holding a masterpiece. The Art of Watchmaking has always been limited to a brilliant few and exclusive as a passion. However, it seems an enduring and timeless art, because of such strong brands like OMEGA.

OMEGA’s wristwatches have been awarded for their design excellence nearly as often as they have been honored for their accuracy. The watches in OMEGA’s catalogue share a proud design tradition whose roots can be traced back through the brand’s long history. Design excellence has been a defining part of OMEGA from the company’s earliest days.

The first step in designing an OMEGA Watch is DRAWING. Here designers, who present the first drawings to OMEGA’s management, interpret the concept. When a choice is made regarding the main aesthetic aspects, the new OMEGA watch is then created as a 3D model on the computer.  Designers closely work together with engineers to ensure that design concepts are technically plausible; meaning they can actually be made.

In the CASTING stage, a special 3-D printer makes the very first prototype of the watch.  At this stage the design concept is viewed for purposes of execution, the designers and engineers are able to see how to merge aesthetics and functionality. Most of the aesthetic details are defined during this period.

PROTOTYPING is what happens after the casting. This is the next stage in the development, which includes the suppliers because collaboration with them is needed to make decisions on such matters as the choice of materials and the colors to be used for the dial and the hands. Following the agreement of all parties involved, the first prototypes of the watch are then produced and submitted to the management and markets for approval.

Only after the specific movements of the new watch has passed quality control and been thoroughly tested will it be considered approved for production as the FINAL PRODUCT.

Aesthetic inspiration and innovative design are not only reserved for OMEGA’s historic timepieces. These and all the other watches we create are part of a proud design tradition that has been among OMEGA’s defining values since 1848.

Brand Battles of the Luxury Watch Industry

One of the trends impacting the Luxury Watch Industry is the narrowing gap between ROLEX and OMEGA. Let us make a brief comparative analysis of their basic brand strategy to see why these two industry leaders are alternately gaining ground in the market and on each other

Conservatism and tradition are the credos of ROLEX strategy: same product and same communication in the last decades. The strategy of OMEGA, on the other hand, is relevance and innovation. ROLEX’s unique communication strategy and differentiation enabled the company to gain a sustainable competitive advantage over the years. However, OMEGA’s involvement in the Olympic Games, forwarding their sporting spirit as well as their contributions to technological and engineering innovations in watchmaking, have made them the popular choice among timekeeping and sports aficionados.

ROLEX also maintains a part of mystery around its brand in order to cultivate the legend. OMEGA advocates social responsibility by supporting the GoodPlanet Foundation, thus gaining popular public appeal. ROLEX has been considered a long time as a male watch and are attempting to break into the female market. OMEGA is competitive in both markets; securing its “Ladymatic” brand for the female market.

Another theme of ROLEX’s strategy is the backward vertical integration in order to secure future supply and definitely loose dependence on competitor groups. This strategy is the process by which a firm takes ownership or increased control of its supply systems. It serves to streamline the organization, to provide better cost-controls, and to eliminate the middleman. Because of efficiency and lowered costs of production it is possible for the firm to become more competitive in the marketplace.

OMEGA’s strategic theme is the horizontal integration as manifested in its being a subsidiary of the Swatch Group.  It is a strategy that seeks to sell a type of product in numerous markets. Horizontal integration occurs when a firm is being taken over by, or merged with, another firm which is in the same industry and in the same stage of production as the merged firm, e.g. a car manufacturer merging with another car manufacturer. In this case both the companies are in the same stage of production and also in the same industry. The goal of horizontal integration is to consolidate like companies and monopolize an industry.

Omega Watches Inspire Omega House London

OMEGA Watches is the Official Timekeeper of the London 2012 Olympic Games, and to place another jewel in the already illustrious face of their brand is the opening of the OMEGA House in Soho, London. The House of St. Barnabas on 1 Greek Street across Soho Square has been transformed into an exclusive club that is open on a membership and by-invitation basis throughout the Olympic Games till the August 12 Closing Ceremonies.

The different lines of OMEGA watches were the inspiration for the design, theme, look, and feel of each room in the OMEGA House London. The first room in the House from the Entrance Hall is The Ladymatic Lounge; named after the soft, feminine, and elegant women’s line of OMEGA Watches, was designed with a neutral English Heritage color palette. The Ladymatic Lounge is an intimate and luxurious salon adorned with flower clusters and warm candlelight. The featured piece in this room is a kinetic flower wall sculpture called “Adaptive Bloom,” a masterpiece by artist Justin Goodyer. The “Adaptive Bloom” has sequences that are activated by motion; however if there has been no interaction with the piece in half an hour, the sculpture creates a pre-programmed random sequence of blooming flowers to draw attention to it.

Another equally impressive room in the OMEGA House is the one inspired by the Seamaster Collection of OMEGA Watches, aptly named The Seamaster Lounge. This room has the feel of the ocean; the guest-experience can even be likened to being in an ocean aquarium. The lighting is an intricate water droplet-inspired design by Baroncelli that fills the skylight with glistening dewdrops. The featured piece in this room is a digital infinite waterfall that creates a sense of the ocean and the constancy of time and motion. The infinite waterfall can also display other digital aquatic scenes or even Olympic Games footage. OMEGA Watches from the Seamaster Collection are also creatively displayed in The Seamaster Lounge.

The new Ladymatic Line feature polished 34 mm cases decorated with a unique wave pattern around their outside perimeter which is separated from the inner case body by a distinctive ceramic ring. The Seamaster Planet Ocean Line has exclusive Co-Axial movements, professional divers' features and for each one, a full four-year warranty.  Both collections of OMEGA Watches are available at Chong Hing Jewelers.