This year, OMEGA celebrates its extraordinary heritage with the theme of ‘Watches and Women’. This story not only concerns the timepiece itself, but also presents the attitudes, styles and personalities of women around the world; it also tells the glorious history of Omega and the global women’s moments.
Women’s rights and equality were redefined in the 20th century. In this era, women not only find their self-worth, they are also able to speak out in groups. The transformation of women’s watches also quietly began at the beginning of the 20th century-a watch with a delicate flower pattern engraved on the silver case came out. This was the world’s first Omega ladies watch. Prior to this, although Omega had no shortage of beautifully sculpted pocket watches, since 1902, Omega has begun to give women’s watches a unique style and character.
Omega Women’s Pocket Watch Advertisement, 1899
Omega Women’s Pocket Watch Advertisement, Spanish, 1900
However, it takes time for people to get used to the innovation of women’s watches, which is not difficult to understand. In some circles at that time, women looking down at their watches was still considered an inelegant act, and it was seen as women expressing their boring or boring emotions. Therefore, Omega began to create a ‘hidden jewelry watch’, which looks like a piece of jewelry from the outside, but has hidden a small timepiece inside. These timepieces, like other Omega understated and classic styles, are becoming increasingly popular.
Omega Retractable Women’s Watch Advertising, 1908
Omega Women’s Watch Antique, 1914
The times are developing, and Omega is constantly changing its style. As history enters the ‘Roaring Twenties,’ short skirts and short hair are all the rage among trendy women; the Art Deco movement shows the world rich colors and bold shapes. Omega responds to these new freedoms and attitudes with Art Deco jewelry watches. Omega understands the pursuit of both internal and external watches for women who have unique insights into aesthetics. Each Omega ladies watch has its industry-leading precision quality.
Omega Women’s Watch Advertising, Italian, 1921
Omega Golf Watch Advertising, French L’Illustration Weekly, 1928
In fact, from 1894 to 1935, Omega used more than 35% of advanced movements for women’s watches, a surprising proportion. This fact has clearly shown that Omega has an accurate identification of the potential and importance of the women’s watch market.
Omega’s Medicus watch, introduced in 1937, is a perfect example of this view. This watch is simple and easy to read, especially designed for busy nurses; it is also the first women’s junior watch in Omega history. The emergence of the Medicus watch not only meets the work needs of female practitioners in the medical industry, but also has an elegant and beautiful appearance.
During this period, Omega’s ads also appeared modern and neutral, showing the colorful lifestyle of women around the world in terms of work, family and entertainment.
Omega Concealed Jewellery Watch Advertisement, 1946
Omega Concealed Jewellery Watch Advertisement, 1947
In the 1950s, advertising began to change gradually with public attitudes. When many brands catered to the society at the time and sculpted women’s ‘housewives’ in advertisements, Omega uniquely interpreted the unique personality and fashion taste that made each woman unique. Like Marilyn Monroe and Audrey Hepburn on the big screen, Omega ads highlight and defend a feminine image with both elegance and personality. Omega’s 1951 ad reads: ‘In all aspects of daily life, women are just like men, they are active, they love sports, they have a busy life; they have the same desire for accurate timepieces as men.’
In this decade, Omega’s commitment to its female customers has been fulfilled perfectly. The Ladymatic series of watches launched in 1955 was equipped with the world’s smallest automatic movement at the time. This watch combines advanced technology with elegant design, making it proud of its smile, and it is immediately popular in the market.
Omega Ladymatic watch advertisement, 1955
Omega Art Deco Jewellery Watch Advertisement, 1959
Since then, Omega star timepieces began to flow. The Omega ‘Flower’ luxury jewellery mystery watch is the first ever watch made of lavender gold. The first watch of this series born in 1955 was set with gorgeous diamonds. In fact, many mysterious watches are created by Omega in collaboration with well-known designers. This trend continued into the 1960s and 1970s, when the world was full of bold attempts, rich colors, and endless creativity.
Jewellery designer Gilbert Albert and avant-garde artist Andrew Grima both created stunning watch pieces during this time. They used precious metals and precious stones to watch design, and also used ‘Moldavita’ watches by Albert. A real meteorite.
Omega Trilogia del Tiempo Luxury Jewellery Exhibition Advertisement, 1966
Omega Jeux d’or luxury jewellery and jewellery watch ads inspired by jewellery designer Gilbert Albert, 1969
Advertising on the Omega Disc Flying Women’s Watch, 1971
When Cindy Crawford became Omega’s first celebrity ambassador in 1995, Omega’s brand image was also closely linked to successful and confident female groups, and Omega ushered in a new era. Nicole Kidman, golf star Stacy Lewis, track star Jessica Ennis-Hill and other film, sports and modeling industries Elite people have become omega celebrity ambassadors, and today they are still an indispensable and important member of the omega celebrity ambassador family.
Omega Celebrity Ambassador Cindy Crawford participated in the design of the Constellation series of watches, 1996
Even with the passage of time, Omega has always kept pace with the changing attitudes and trends of women. The 20th century has become history. Today, women have an unprecedented influence on the world, and Omega is extremely proud to be the industry leader in the field of women’s watches. Every Omega watch has both a high-quality movement and a beautiful appearance, perfectly achieving ‘internal and external repair.’ In fact, the craftsmanship and exquisiteness of several women’s watches are better than men’s watches.
Needless to say, no matter in the past, present or future, Omega is committed to giving every ladies watch its iconic precision quality and beautiful style, and will continue to draw inspiration from the outstanding women who choose Omega watches, Peers.