Her time press kit – OMEGA and WOMEN: A synchronised story of time and fashion!

OMEGA AND WOMEN

A SYNCHRONISED STORY OF TIME AND FASHION

With more than a century of innovation and design, OMEGA is today celebrating its extraordinary heritage with women and watches. But more than the timepieces themselves, this is a story that reflects the diverse attitudes, styles and personalities of women all over the world, and how OMEGA has always remained in touch.

The 20th century was a defining era for women’s rights and equality. It was a time when they found not only their place, but also their collective voice. As the century began, another revolution was taking place in the world of women’s watchmaking. In a silver case, covered entirely in a delicate floral design, OMEGA’s very first wristwatch for ladies made its début appearance. Although the brand had previously offered beautifully engraved pocket watches, 1902 was the moment when the OMEGA ladies’ watch became a pronounced and distinguishing feature of style.

However, it’s fair to say that the idea needed time to get comfortable. In some circles, it was still considered rude for a woman to look at her watch, perhaps giving a suggestion of boredom or disinterest. Therefore, OMEGA began to produce its own “secret jewellery watches”, pieces that looked like jewellery, but had a small watch hidden somewhere inside. The popularity of these pieces grew, along with the brand’s other subdued and classic designs.

The years progressed, and so too did OMEGA’s relationship with style. During the “Roaring Twenties”, short skirts and bobbed hair were all the rage for flappers, while the Art Deco movement was introducing the world to rich colours and bold shapes. Matching this new-found liberty and expression, OMEGA produced its own range of Art Deco jewellery watches. And because OMEGA knew that discerning women cared as much about the inside of their watches as the outside, each piece was complemented by OMEGA’s renowned precision.

In fact, it’s astonishing to know that from 1894 to 1935, more than 35% of OMEGA’s advanced movement production was destined for ladies’ watches. It’s a clear indication that the brand appreciated the possibilities and importance of such a market.

Perhaps one of the finest examples of this commitment was the OMEGA “Medicus” in 1937. This easy-to-use and highly readable watch was designed for hardworking nurses and was OMEGA’s first wristwatch with a central seconds hand. Not only did the “Medicus” answer the needs of women in the medical profession, it did so with absolute beauty and refinement.

From work, to home, to play, OMEGA’s advertising at the time also appeared modern and gender-neutral, reflecting the varied lifestyles of women everywhere.

As attitudes began to change in the 1950s, gradually, the advertising evolved too. While many brands played to the stereotypes of domestic duties or innuendo, OMEGA was showing the individuality and sense of style that makes each woman unique. Like Marilyn Monroe and Audrey Hepburn on the big screen, OMEGA ads were making a stand for elegance and personality.