Omega's New Advertising Campaign

Oct 20, 2009
The horological company Omega is currently involved in a big advertising push, arranged to celebrate the tenth anniversary of the brand’s extremely innovative Co-Axial escapement.

The Omega advertising visuals present the brand’s ambassadors, exposing the magnifying glasses, which are of great importance to the esteemed specialists of the watchmaking industry.

It should be noticed by Watches.InfoNIAC.com that in the course of the Omega effective “Watchmaker Wanted” campaign Greg Williams succeeded in creating a photograph of George Clooney, wearing a lab coat and a loupe. It happened to be a source of inspiration for the creators of the aforementioned images.

One of the latest visuals features Apollo 11 astronaut Buzz Aldrin, the first man to walk on the Moon, having an Omega Speedmaster on. It also exposes an inscription, which reads as follows, “It’s not rocket science. But it’s close.”

The Co-Axial advertisement, which involves Michael Schumacher, the superstar of the Formula One competition, is aimed at depicting the solid functionality of the movements, which virtues are emphasized by a legendary maxim, “When faster isn’t better.”

This very campaign brought together all Omega famous ambassadors, embracing George Clooney, Michael Phelps, Nicole Kidman, Cindy Crawford, Zhang Ziyi, and Sergio Garcia.

The advertising headlines have been invented as regards to the ambassadors’ professional activities, as well as the essence of Omega’s Co-Axial movements. Thus, Michael Phelps, a famous swimmer describes the importance of timing in his advertisement. The super model Cindy Crawford’s ad talks about fashionable aspects of the movements.

Unveiled in 1999, the Co-Axial escapement proved to be the first practical novel timepiece escapement, produced within a period of about 250 years. The heart of the mechanical timekeeper, this component serves to maintain the oscillations of the balance. The Co-Axial escapement minimizes the friction among the parts, which deliver energy from one element to another. Ultimately it results in longer service intervals, reduced necessity for lubrication, as well as greater steadiness in terms of accurate timekeeping.

Since 2007, the watchmaking house Omega has been manufacturing its proprietary Co-Axial calibers, composed of more than 200 individual details.

Look through a fine range of Omega watches:


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posted by: / Oct 20, 2009

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