The Eagle has landed

Omega has not only an enviable heritage, but also an enviable roster of endorsers who promote the brand globally. Every year, it seems, you’ll see a new "brand ambassador" – either a male sports hero or female icon – wearing the latest Omega watch.

Nicole Kidman is the newest member of the Omega family, sealing a worldwide partnership with the company last year. With the exception of the US and Australia, the Oscar-winning actress appears in the My Choice ad campaigns all over the world. Her watches of choice? The gold ladies’ Seamaster with tiny diamonds on the bezel, and the Constellation Quadrella.

"She really loves the brand," says Oliver Hugentobler, Omega area sales manager for Southeast Asia. "She launched the Quadrella in Japan and it was a big success."

Kidman joins supermodel Cindy Crawford as one of Omega’s most high-profile endorsers. Crawford has been loyal to the brand for over 10 years, but don’t mistake her for just any mannequin. The enterprising model known for her smarts off the catwalk even helped design a collection dedicated to her: the Constellation My Choice.

"She visited the factory twice and really injected her feelings into the watches," says Gregory Kissling, Omega’s product manager for the Constellation.

Among the males, Formula One champion Michael Schumacher looms large. An ambassador since 1996, the seven-time world champion was the perfect fit thanks to his passion for timepieces.

"He’s a watch addict who really loves Omega watches," says Hugentobler. "He’s linked most, of course, to the Speedmaster line."

Last year at the Basel Fair, Schumacher launched his own special Omega collection, called Legend. "One watch is sporty, with a red dial," notes Kissling. "One is elegant and classical." The racecar driver even visited the watch factory last year, and recently signed a new contract to remain ambassador for another five years – a real vote of confidence for the brand.

To represent the Seamaster line, Omega has, not one, but three Olympic swimmers: Alexander Popov, the Russian gold medalist in 50- and 100-meter freestyle, has been an ambassador since 1997; Michael Phelps, world champion in the butterfly and freestyle relay, is the model for Seamaster Planet Ocean, as is Ian Thorpe, the 18-year-old Australian swimmer who holds records in the 200-, 400- and 800-meter freestyle.

Omega seems to be drawn to personalities with iconic reputations and accomplishments, while celebrities are drawn to Omega because of their venerable heritage, near-flawless product, and familial atmosphere.

"Our campaigns are really built on long-term relationships, unlike other brands who change their endorsers too often," says Hugentobler. "You need time to build it up, to grow. The brand ambassador and the product should be a good mix."

The two endorsers most recently in focus are golfers Sergio Garcia and Ernie Els, thanks to the 3rd Omega Cup golf tournament at the Wack Wack Golf and Country Club, which is ongoing till Jan. 20. Among the 60 professional golf celebrities participating are Cassius Casas, Jerome Deliarte, Cookie La’O, Artemio Murakami and Danny Zarate, together with watch fan Richard Gomez, Aga Muhlach and Senator Tito Sotto.

"Omega has a close relationship with the sport of golf because of the precision and accuracy required," says Hugentobler. Omega has also regularly sponsored the European Masters, at which you’ll always see Garcia playing, the Scottish Open, and the Abu Dhabi Championship.

To coincide with the Omega Cup, which features a P750,000 pot, Omega launched its new Constellation Double Eagle models for men and women.

"In golf, the ‘double eagle’ or albatross is the ultimate score, like getting a hole-in-one on a par-four hole," says Kissling. "This feat requires ultimate precision on the part of the golfer, and therefore lends itself as the name for the precision chronometers in the Constellation collection."

Key to the line is the case design, which boasts fashionable modern lines and a sapphire crystal on the back. The new gents’ chronograph is sportier, with a matte-black dial to contrast with the silver chronograph counters. Double Eagles are set apart by their stainless-steel and black lacquered bezels, which highlight stylized Roman numerals, as well as the asymmetric metal "claws" on the watch face. This particular Constellation also has an integrated rubber strap – a first for Omega.

Available in seven models, the ladies’ Double Eagles boast luxurious diamond bezels and yellow-gold bracelets, right in step with the current trend away from white gold to yellow gold.

"Another trend is size," observes Kissling. "Watches are getting bigger and bigger even for ladies and the Asian market. The technical trend is that ladies like more and more watches with mechanical movement."

"Ladies are also more cautious about what’s inside the watch, not only the design," adds Hugentobler. "They would like to know how the ‘engine’ is working."

As for the golf tournament, while neither Els nor Garcia could be present this time, "anything is possible," says Hugentobler about seeing them participate in a future Omega Cup.

* * *

Omega Constellation Double Eagle watches are available at the Omega store on the 2nd level of Glorietta 2, Ayala Center, Makati.