Omega is kicking off a worldwide advertising campaign in celebration of the tenth anniversary of its revolutionary Co-Axial escapement.

The advertisements feature photographs of Omega's brand ambassadors sporting loupes, the magnifying glasses favoured by watchmakers.

Inspired by Omega's award-winning advertisement
The visuals were inspired by Omega's award-winning “Watchmaker Wanted” campaign, which featured a Greg Williams photograph of George Clooney wearing a lab coat and a loupe.

In one of the new advertisements, Apollo 11 astronaut Buzz Aldrin, the first man to walk on the Moon wearing an Omega Speedmaster, appears with the headline, “It's not rocket science. But it's close.”

Formula One superstar Michael Schumacher's Co-Axial advertisement describes the steady, constant performance of the movements with the legend, “When faster isn't better.”




All of Omega's high-flying ambassadors are taking part in the campaign including George Clooney, Michael Phelps, Nicole Kidman, Cindy Crawford, Zhang Ziyi, and Sergio Garcia.

The advertising texts have been written with reference to the ambassadors'professional fields of endeavour and an aspect of Omega's Co-Axial movements. Swimmer Phelps's ad talks about the importance of timing. Super model Crawford's copy is about the fashion statement made by the movements.

Source: Omega
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