Reinventing luxury

At the turn of the 20th century, Omega was one of the first companies to commercialise wristwatches, whose small size embraced feminine wrists.

Based in Bienne, the Swiss brand has been attentive to women's needs, expressed in its commercial from 1951 stating: In all facets of life, a woman is just as active, sporty, and as busy as a man. Like him, she demands a watch of precision.

Over the years, more options have been developed to serve different personalities and lifestyles.

The diversity of today's women is represented in the new My Choice campaign featuring black and white portraits as well as videos of its inspiring female ambassadors.

Last month, Zoë Kravitz and So-hee Han joined Nicole Kidman, Dongyu Zhou, Kaia Gerber, Kiko Mizuhara, and Allyson Felix as the faces of Omega watches.

The partnerships with Kravitz and Han demonstrate the brand's move to reach out to younger generations, who are reinventing the idea of luxury.

As the new brand ambassador, Kravitz said: "Omega's approach to women's watchmaking is to create something perfect and precise. Beautiful for sure, but not just a pretty accessory.''

Stainless steel Constellation 28mm with a patchouli blossom dial.

She recently played Catwoman in The Batman (2022) presented by Warner Bros Pictures and directed by Matt Reeves, while other roles include Toast The Knowing and Leta Lestrange in Mad Max and the Fantastic Beasts series.

The American actress also starred in HBO's hit Big Little Lies as Bonnie Carlson, for which she earned a Screen Actors Guild Award nomination. This year, Kravitz will make her directorial debut with the original motion picture film, Pussy Island.

In Omega's new campaign, the multi-talented star expresses that "being free to make choices can be a mystery. But that's magical, and I love that side of me".

A rising star in South Korea, Han began her career as a supporting character in several television series, including Money Flower (2017), 100 Days My Prince (2018), and Abyss (2019).

Sedna Gold Constellation 29mm with a blue aventurine dial.

However, she quickly transitioned into lead roles such as in the JTBC series The World Of The Married (2020), and the Netflix-produced My Name (2021).

Impressed by her powerful acting as well as charisma, Omega named her its new ambassador, who has her own clear view of the future.

"I know who I am, where I came from, and where I'm going -- at all times," she said in the My Choice campaign.

Likewise, two other actresses Nicole Kidman and Dongyu Zhou, two models Kaia Gerber and Kiko Mizuhara along with track and field athlete Allyson Felix share how to uniquely be oneself while wearing their Omega of choice.

The selection presented in the My Choice campaign includes Mini Trésor models sized at 26mm -- one in Moonshine Gold with a mesh bracelet and the other in stainless steel with a Grand feu enamel dial and a floral "double tour" strap.

Stainless steel and Sedna Gold Seamaster Aqua Terra 150M.

Dating back to 1949, the De Ville Trésor collection represents the classic Omega style.

The Constellation followed in 1952 as another iconic timepiece for men and women. Echoing a redesign in 1982, the fifth generation is characterised by a barrel-shaped case featuring half-moon facets at the top and bottom and four "claws" on its side.

The selection for ladies includes 28mm stainless steel models featuring a dial and Roman numerals in pastel shades; a 29mm Sedna Gold version boasting a blue aventurine dial; and a 29mm yellow-gold Constellation Master Chronometer with a sun-brushed champagne dial.

Options for the active women include 38mm sport watches such as the Seamaster chronograph with a "cappuccino" coloured dial in a Sedna Gold case; and Seamaster Aqua Terra 150M with a waved blue dial contrasting with the stainless steel and Sedna Gold case.