The escapement is necessary for maintaining the balance oscillations, representing the regulating organ of a timepiece. Its mechanical efficiency must be as high as possible, implying it must absorb as little energy as possible while performing its functions. Once considered to be the most efficient, the lever escapement is able to pass on just 30 percent of the received energy. The rest of the energy is lost because of the inertia of the masses put in motion, friction and shocks.
Ten years ago, the mechanically complex Co-Axial escapement was meant only for high-end watches. Nowadays, all Omega mechanical watches are fitted with this technology. It was presented in the Calibre 2500, with more refinements made over time. The Omega Co-Axial escapement movement incorporated such complications as a chronograph in 2003, an annual calendar in 2008 and a GMT chronograph in 2009.
The 10th anniversary of the Omega Co-Axial escapement is marked by a special worldwide campaign, following the successful "Watchmakers Wanted", featuring George Clooney wearing a white lab coat and a loupe.
The new Omega campaign demonstrates an impressive group of the brandís ambassadors, including Buzz Aldrin, Cindy Crawford, George Clooney, Sergio Garcia, Michael Phelps, Nicole Kidman, Michael Schumacher and Zhang Ziyi Ėholding or wearing a loupe. Each advert highlights a particular aspect of the Co-Axial escapement.
Formula 1 world champion Michael Schumacher tells us that "Faster isnít always better," a slogan meant to reflect the movementís solidity and consistently utmost performance.
Swimmer Michael Phelps is associated with split-seconds timekeeping, while supermodel Cindy Crawford is a symbol of fashion.
With the Co-Axial escapement representing a turning point for the Omega Company, the new campaign emphasizes the quality of Omegaís Co-Axial movements in a truly innovative and eye-catching way.
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