These days a lot of people use their BlackBerry’s or other digital devices to see what time it is, rendering watches (for time telling purposes only) obsolete. Of course watches are also considered fashion accessories, a piece of jewelry and even status symbols, but Omega has chosen a “back to the basics” campaign to remind and educate people about the evolution of luxury watches. To do this, the company has employed the friendly faces of long-time celebrity brand Ambassadors Cindy Crawford and George Clooney.

Since the celebration of the 40^th anniversary of man’s first walk on the moon and the fact that the Apollo 11 astronauts wore Omega Speedmaster men’s watches, Omega has been launching ad campaigns that celebrate the brand’s sense of “pioneering adventure.”

Brand ambassadors like Cindy Crawford, George Clooney, Nicole Kidman, Michael Phelps and astronaut Buzz Aldrin have helped spread the word in Monocle campaign, launched last month, which brings Omega’s co-axial calibres back into the spotlight. This movement was and continues to be pioneering technology, as it makes watches more accurate by reducing the friction among their inner workings.

Cindy Crawford is Omega’s longest serving Ambassador and appeared in an ad in the New York Times where she states: “The Beauty Is in the Detail.”

Other headlines include Buzz Aldrin saying: “It’s Not Rocket Science. But It’s Close” and Formula 1 race car driver Michael Schumacher stating: “When Faster Isn’t Better.”

These ads are to be printed in the world’s leading newspapers and celebrate the 10^th anniversary of Omega’s release of its co-axial technology which is considered a breakthrough in the watchmaking industry.

Stephen Urquhart, president and chief executive officer of Omega, says “we will continue to build other campaigns around our core messages of innovative technology, international sports timekeeping, and our pioneering spirit.”

Go Omega watches!