Recently,Omega launched a worldwide advertising campaign to celebrate the 10th anniversary of the amazing Co-Axial escapement technology at London’s Saatchi Gallery, of which the global ceremony will be inaugurated on the 19th of October.

George Clooney and Cindy Crawford, two representatives of Omega’s superexcellent ambassadors, joined the celebration, while photographs of Omega’s standout spokespersons, including the two, showing, holding or wearing the loupes favoured by watchmanufacturers, were limelighted in the advertising campaign. References both to the ambassadors professional accomplishments and to Omega’s Co-Axial calibres were on record in the best-designed photographs.

For George Clooney, the larger-than-life picture features his prominent performing career as a superstar as well as a reference to the fact that his father has been a long-time Omega wearer, “It runs in the family”. This prestigious guest came directly to ceremony at the reputable gallery from the premiere of an animated film based on Roald Dahl’s book, named Fantastic Mr. Fox. Clooney’s voice along with those of Meryl Streep and Bill Murray makes it worth expecting.

The escapement is called “the core of the mechanical watch”, which maintains the oscillations of the balance. That is to say, the escapement stands for the watch’s regulating mechanism. The Co-Axial escapement is the first practical new watch escapement in the world. This advanced technology was introduced in 1999, ten years ago. The Co-Axial escapement brings better reliability as well as longer service intervals and a reduced need for lubrication to the mechanical watch.

Regarding the worldwide worldwide advertising campaign, Omega president Stephen Urquhart said,”The Co-Axial has been a turning point for us. It has given substance to our message. Creating a campaign around the quality of Omega’s Co-Axial movements using these pictures of our brand ambassadors is an innovative and eye-catching way to communicate how proud we are that the calibres have been so well received and how confident we are about the role they will play in Omega’s future.” Yes, Co-Axial has been a turning point for Omega, at a large perspective, for the whole industry.