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PRESS INFORMATION - Swatch Group
PRESS INFORMATION
PRESS INFORMATION - Swatch Group
TABLE OF CONTENTS
OMEGA AND TOKYO 2020                     p.03
HIGHLIGHTS FROM HISTORY                  p.05
OMEGA’S 29 OLYMPIC GAMES                 p.15
OMEGA’S MODERN TIMEKEEPING               p.17
NEW TECHNOLOGY FOR TOKYO 2020            p.25
HOW IT WORKS –
MOTION SENSING AND POSITIONING SYSTEMS   p.29
SPORT CLIMBING: TIMING A NEW SPORT       p.37
ADVERTISING CAMPAIGN                     p.39
OMEGA WATCHES FOR TOKYO 2020             P.45
AN EYE ON THE FUTURE                     P.59
PRESS INFORMATION - Swatch Group
OMEGA AT TOKYO 2020

       OFFICIAL TIMEKEEPER
      OF THE OLYMPIC GAMES                                                                                                               900
                                                                                                                                         trained
           TOKYO 2020                                                                                                                    volunteers

    It may be a little later than planned, but this year,   reach this moment. Their dreams depend on
    the Land of the Rising Sun will finally become          those final results, making OMEGA’s precision

                                                                                                                85
    OMEGA’s own land of Recording Dreams. For               and equipment a vital part of every event.
    the 29th time in history, the brand will fulfil its
    role as the Official Timekeeper of the Olympic          Thankfully, OMEGA has experience! In fact,
    Games, bringing almost 90 years of experience           the brand has been at the Olympic Games             public
    to Tokyo 2020.                                          for nearly every edition since 1932. During         scoreboards
                                                            those years, the brand has evolved, developed

                                                                                                                                                            2 00km
    339 events in 33 sports will be competed in             and implemented many of the most famous

                                                                                                                              350
    Japan, and OMEGA will be measuring every                timekeeping technologies in sport.
    second of action. This includes brand new
    sports for the Olympic Games, including karate,         Now, at Tokyo 2020, OMEGA’s expertise will                                                      cables and
    sport climbing, surfing baseball/softball, and          reach a new peak. As well as providing 400
    skateboarding, giving the Swiss watchmaker              tonnes of its most trusted and state-of-the-art
                                                                                                                              sport-specific                optical fibre
    more competitions to record than ever before.           equipment, the brand will also continue a truly                   scoreboards
                                                            exciting era of real-time data measurement. You
    Of course, the greatest focus will be on the            are about to witness the Olympic Games in a
    determined athletes aiming for gold. Each of            brand new way!
    them has dedicated years, months and hours to

                                                                                                                                        53 0
                                                                                                                                        timekeepers and
                                                                                                                                        on-site professionals

                                                                                                              400 tonnes
                                                                                                              of equipment
3
PRESS INFORMATION - Swatch Group
HIGHLIGHTS
     FROM
   HISTORY
    As Official Timekeeper of the Olympic Games
    on 29 occasions since 1932, OMEGA has
    enjoyed many innovative and memorable
    moments during that time. These are just a few
    of our most defining years.
PRESS INFORMATION - Swatch Group
1936
1932                                                                                                                        GARMISCH-PARTENKIRCHEN
                                                                                                                                                                           TIMEKEEPING IN WINTER
LOS ANGELES
THE LEGACY BEGINS                                                                                         OMEGA’s first Olympic Winter Games were                  the mountain in the pocket of the next skier.
                                                                                                          hosted at the twin villages of Garmisch-                 But OMEGA’s precision and dedication shone
For the first time in history, a single watch com-   ment that set the course for an incredible future.   Partenkirchen. Compared to summer, the winter            through yet again. The sun was also shining
pany was selected as the Official Timekeeper         The brand sent one watchmaker all the way from       events posed a new set of challenges for the             and weather conditions were perfect, setting
of the Olympic Games. For its unrivalled repu-       Bienne to Los Angeles, armed with 30 high-pre-       Swiss watchmaker, particularly in alpine skiing,         the stage for another year of historic results and
tation in precision awards and excellence, that      cision stopwatches that were accurate to the         where the brand had to send starting times down          times.
prestigious title was given to OMEGA. It was a       nearest 1/10th of a second.
defining moment in the history of sports measure-

                                                                                                          1948
                                                                                                          LONDON
                                                                                                          THE ELECTRONIC ERA ARRIVES

                                                                                                          Two of the greatest revolutions in sports
                                                                                                          timekeeping made their first summer appearance
                                                                                                          at the Olympic Games in 1948 – courtesy
                                                                                                          of OMEGA. This was the beginning of the
                                                                                                          “electronic era” when technology began to
                                                                                                          outperform the capabilities of the human eye.
                                                                                                          Amongst OMEGA’s technologies were the first
                                                                                                          photofinish camera, pinpointing exact finish
                                                                                                          positions in races, as well as the first Photoelectric
                                                                                                          Cell, which electronically stopped the clock as
                                                                                                          the first athlete crossed the finish line. Precision
                                                                                                          had never been better!

                                                                                                                                                                                                                        8
PRESS INFORMATION - Swatch Group
1952
                                                       HELSINKI
                                                       REWARDED FOR SERVICE
                                                                                                           1964
                                                       In appreciation of OMEGA’s 20 years at the
                                                       Olympic Games, the brand was awarded the            INNSBRUCK
                                                       IOC Cross of Merit in 1952 for its “exceptional     TIME ON SCREEN
                                                       services to the world of sport.” It was a fitting
                                                       tribute to the milestones achieved so far, but
                                                       also reflected the continuing advancements          When OMEGA introduced its new Omegascope          for millions to see, meaning that the brand had
                                                       being made. One of those advancements was           technology, the Olympic Games viewing             to get every measurement exactly right. Never
                                                       the quartz-driven OMEGA Time Recorder. This         experience was changed forever. This new          had spectators outside a venue been so quickly
                                                       impressive electronic chronograph featured          piece of equipment introduced the concept of      informed about events.
                                                       a high-speed printing device which enabled          “real time” sports reporting by superimposing
                                                       OMEGA to time events and instantly print out        the live times of athletes on the bottom of the
                                                       the results to the nearest 1/100th of a second.     screen. OMEGA’s precision was now on display

    1956
    MELBOURNE – STOCKHOLM
    SWIMMING GOES ELECTRIC
    Considering its watery environment, swimming       held electric timers. The system was better able
    has always posed a unique set of challenges        to distinguish between swimmers who finished
    for timekeepers. In 1956, however, OMEGA           at virtually the same time – and signalled the
    made a great leap forward by introducing the       beginning of other new breakthroughs in the
    Swim Eight-O-Matic - the world’s first semi-       sport.
    automatic swimming timer. The starting time
    was automatically triggered by the pistol while
    the counters were stopped at the finish by hand-

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PRESS INFORMATION - Swatch Group
1984
                                                                                                       LOS ANGELES
                                                                                                       CATCHING THE FALSE START

                                                                                                       The Olympic Games in 1984 were notable for            The equipment was extremely sensitive and
                                                                                                       a number of memorable athletic performances,          functioned by measuring the pressure that each
                                                                                                       including the four gold medals won by American        runner exerted against the starting block. As the
                                                                                                       Carl Lewis. Out on the track, OMEGA was               athlete launched forward, their reaction time
                                                                                                       making its own strides in timekeeping by              was triggered by their physical force, enabling
                                                                                                       introducing the first false start detection device.   OMEGA to detect the slightest false start.

1968
MEXICO CITY
SWIMMING CHANGES FOREVER
The arrival of OMEGA’s swimming touchpads          reacted to the slightest of touches, so that when
is considered to be one of the most important      an athlete reached the finish, they were able to
moments in timekeeping history. The pads were      stop time with their own hands. Now there was no
90cm high by 240cm wide and two-thirds of          disputing the precision of swimming results.
their surface was immersed in the water. They

1976
MONTREAL
SCOREBOARD REVOLUTIONS

In Montreal, OMEGA’s new Video Matrix Board
was able to show times, points and scores, as                                                          1988
                                                                                                       SEOUL
well as black-and-white video recordings. It was
designed for multiple alphabets and beamed its
information out across the Stade Olympique. This
new and exciting way to keep spectators and                                                            A STATISTICAL BREAKTHROUGH
athletes informed of results helped to pave the
way for many scoreboard updates and technical                                                          Seoul 1988 was the first Olympic Summer Games         this data secure for the future, the brand
innovations into the future.                                                                           with computerised timekeeping. Now, instead           also committed itself to providing real-time
                                                                                                       of just measuring, allocating and printing            information for those in the main stadium, thanks
                                                                                                       out times, OMEGA was also able to digitally           to a new video matrix board that delivered the
                                                                                                       store vital information and statistics needed         first images and videos in colour.
                                                                                                       for understanding each sport. While keeping

                                                                                                                                                                                                                 12
PRESS INFORMATION - Swatch Group
2006
                                                       TORINO
                                                       ATHLETES WEARING
                                                       TECHNOLOGY

                                                       For the first time since 1992, OMEGA was
                                                       restored to its position as Official Timekeeper
                                                       of all events at the Olympic Games. In the
                                                       speed skating, there was particular focus on the
                                                       brand’s newest piece of technology. For the first
                                                       time at the Olympic Games, the athletes wore        2018
                                                                                                           PYEONGCHANG
                                                       special transponders on their ankles. These chips
                                                       were able to send and receive radio signals
                                                       and allowed OMEGA to capture specific time
                                                       measurements throughout each race.                  MOTION SENSOR AND
                                                                                                           POSITIONING SYSTEMS

                                                                                                           PyeongChang 2018 was the beginning of a bold        team – OMEGA provided in-depth information
                                                                                                           new era for OMEGA. Through new motion sensor        for each event as it happened. For the athletes,
                                                                                                           and positioning systems, the Official Timekeeper    the new technology provided the perfect analysis
                                                                                                           was able to provide continuous measurements of      of their performance, while viewers at home were
                                                                                                           every athlete’s performance from start to finish.   given a far greater understanding of each event
                                                                                                           Whether it was the live speed of a single alpine    as it happened.
                                                                                                           skier - or the formations of an entire ice hockey

     2012
     LONDON
     A MILLIONTH OF A SECOND

     With an enhanced resolution of one millionth
     of a second, OMEGA’s new Quantum Timer in
     London was the beginning of a new generation
     of the brand’s timekeeping products. The
     resolution was 100 times greater than previous
     devices and, with a maximum variation of only
     one second out of every ten million seconds, it
     was five times more accurate.

13
PRESS INFORMATION - Swatch Group
OMEGA’S
            29 OLYMPIC GAMES                                            1936
                                                                      BERLIN

                                                                                  1952
                                                              1992
                                                                                  HELSINKI
                                                        ALBERTVILLE

                                                              1948
    1988                                                 ST-MORITZ
 CALGARY
                                                   1948 / 2012
                                                      LONDON                                 1980
                                                                                                                             2008
                                                                                             MOSCOW
                                                                                                                           BEIJING

                                                                                                                                      1988
                                                                                                                                     SEOUL
     2010
     VANCOUVER
                                                                                                      DISCOVER THE VIDEO
                              1976
                              MONTREAL
                                                                                              2014
                              1980                                                            SOCHI
                              LAKE PLACID                  1968
                                                       GRENOBLE
                                                               1936
                                                            GARMISH                                                                                2021
                                                                               1984
       1932 / 1984                                                                                                                                 TOKYO
                                                                               SARAJEVO
       LOS ANGELES
                                                          1964 / 1976                                                                        2018
                                                           INNSBRUCK                                                                         PYEONGCHANG
                                                                        1960
                                                                        ROME
                                                              2006
                     1968                                   TORINO
                     MEXICO
                                                                1956
                                                             CORTINA

                                                                                                                                                  1956
                                            2016                                                                                             MELBOURNE
                                            RIO

15
PRESS INFORMATION - Swatch Group
OMEGA’S
    MODERN
TIMEKEEPING
     Every event has its own timekeeping systems and
     sport-specific technology. These are just some of
     the familiar pieces of OMEGA equipment you are
     likely to see.
DISCOVER THE VIDEO

     THE ELECTRONIC
     STARTING PISTOL
     The problem with traditional pistols, is that         positioned behind each racer. When the trigger
     sound travels slower than light, meaning that the     is pressed, a sound is “played”, a light flash is
     athletes in the furthest lanes would hear the start   emitted and a start pulse is given to the timing
     later than everyone else. While closer athletes       device. This system is the fairest way to give every
     heard it first. Today, OMEGA’s solution is an         athlete an equal start.
     electronic pistol that is connected to speakers

                                                                                                                  ATHLETICS
                                                                                                                  STARTING BLOCKS
                                                                                                                  As well as having integrated speakers, the           the starter can visually see any false start. The
                                                                                                                  starting blocks in athletics are also enhanced       rules of World Athletics fix the minimum reaction
                                                                                                                  with built-in sensors that measure an athlete’s      time at 100 milliseconds (a tenth of a second).
                                                                                                                  force against the footrest 4,000 times per second.   Any reaction which takes place below this limit
                                                                                                                  The detection system instantly sends the force       is considered to be premature and places the
                                                                                                                  measurements to an on-site computer so that          runner in a false start situation.

                                                                                                                  SCAN’O’VISION MYRIA
                                                                                                                  The Scan’O’Vision MYRIA is the most advanced
                                                                                                                  photofinish camera in OMEGA’s history. Placed
                                                                                                                  on the finish lines of sprints, hurdles and other
                                                                                                                  races, it is able to record up to 10,000 digital
                                                                                                                  images per second, producing a composite
                                                                                                                  photo that enables judges to determine the
                                                                                                                  official rankings and times of each event. The
                                                                                                                  images from the photofinish camera are now a
                                                                                                                  famous sight at the Olympic Games, and prove
                                                                                                                  just how close some races can really be.

                                          DISCOVER THE VIDEO                                                                 DISCOVER THE VIDEO

19
PHOTOCELL
TECHNOLOGY
Remember the traditional tape that was
stretched across the finish line of races? Since
1948, this has been replaced by photocell
technology, which emits beams of light instead.
As soon as the winning athlete crosses those
beams, their winning time is instantly recorded.
OMEGA now uses four photocells on the finish
line, all integrated into one unit, allowing more
body patterns to be detected. While this gives
OMEGA an immediate finishing time, the official
time is always taken from the photofinish camera.

           DISCOVER THE VIDEO

                                                    22
SWIMMING LIGHT
     SHOW                                                                                                                                                                         DISCOVER THE VIDEO

     An innovative light system called the Swimming
     Light Show features lights mounted on the
     starting blocks at the end of the pool. When
     a race is over, a single large dot indicates the
     athlete that came first, two medium-sized dots                                                                                                                    QUANTUM TIMER
     show who came second, and three smaller
                                                                       DISCOVER THE VIDEO
     dots of light confirm the third place finisher. It’s
     a perfect way for athletes and spectators to
                                                                                                                                                                       Mechanical stopwatches are a thing of the
     instantly see the outcome of a race.
                                                                                                                                                                       past! Today, OMEGA counts the seconds on its
                                                                                                                                                                       Quantum Timer, with an enhanced resolution
                                                                                                                                                                       of one millionth of a second. Driven by a micro
                                                                                                                                                                       crystal component imbedded in the timer, the
                                                                                                                                                                       resolution is 100 times greater than previous
                                                                                                                                                                       devices and, with a maximum variation of only
                                                                                                                                                                       one second out of every ten million seconds, it is
                                                                                                                                                                       five times more accurate.

                                                                                                                  HI-RESOLUTION
                                                                                                                  SCOREBOARDS
                                                                                                                  OMEGA’s hi-resolution scoreboards display
                                                                                                                  not only text and live information, but also
                                                                                                                                                                                  DISCOVER THE VIDEO
                                                                                                                  animations, athlete pictures and visual imagery.
                                                                                                                  Using modern effects, winners’ names, results and
                                                                                                                  their nation’s flag are boldly displayed, adding
                                                                                                                  to the drama, thrill and excitement of each event.

                                                            SWIMMING
                                                            TOUCHPADS
                                                            At the end of a swimming race, the famous
                                                            touchpads positioned at both ends of the pool
                                                            allow swimmers to “stop the clock” by exerting
                 DISCOVER THE VIDEO                         a pressure of between 1.5 and 2.5 kg (3.3 and
                                                            5.5 pounds). Because of these touchpads,
                                                            swimming has long been the only sport in which
                                                            competitors can stop their own running time.
                                                            It’s the most precise way to measure time in this
                                                            challenging sport and OMEGA was responsible
                                                            for first introducing the technology at the Olympic
                                                            Games in 1968.

23
NEW OMEGA
TECHNOLOGY
  FOR TOKYO
        2020
With the arrival of Tokyo 2020, timekeeping is
on the brink of a ground-breaking revolution.
Very soon, the sports you watch will take on a
new dimension, with athletic performance being
measured and presented like you’ve never seen
before.

With its renowned legacy and expertise in
sports, OMEGA’s timekeeping evolution is set to
continue in Japan with new motion sensing and
positioning technologies that will redefine our
understanding of sport.

So, what can we expect in this exciting future?
From the very beginning of the Olympic Games      swimming light show
Tokyo 2020, OMEGA will be able to tell the
complete story of each event as it happens.
With the use of motion sensing and positioning
systems, a comprehensive range of real-time
data will be collected, giving everyone a total
understanding of how each event was won.

                                                  underwater lap counter

scoreboard
                                                  This competition relevant info will have numerous
                                                  advantages. Firstly, it will show exactly how an
                                                  athlete reached their final time and result. This
                                                  is ideal for athletes and coaches to understand
                                                  where they won or lost time. It will also be
                                                  beneficial for spectators in the stadiums and at
                                                  home, giving them added insight into the sport
                                                  they’re watching. Furthermore, the information
                                                  will give commentators and analysts much more
                                                  content for their storytelling of a victory.

                                                  Be prepared to not only witness the sports you
                                                  love, but to be informed about every critical
                                                  moment as it happens.
control room

                                                                                                      28
HOW IT
WORKS
MOTION SENSING AND
POSITIONING SYSTEMS                                                                                            SWIMMING
                                                                                                               Athletes in the pool will also have their complete   Now you can watch the fast-paced 200m

ATHLETICS                                                                                                      performance measured – this time by image-
                                                                                                               tracking cameras around the pool that will track
                                                                                                               the movements of each swimmer.
                                                                                                                                                                    freestyle – and know the live positions of everyone
                                                                                                                                                                    in the water. You can watch the 100m butterfly –
                                                                                                                                                                    and compare the number of strokes to see how
                                                                                                                                                                    the race was won. You can even watch the closest
                                                                                                               The information provided by this computer            finishes – and see who accelerated the most in
                                                                                                               vision technology will enable OMEGA to show          the final few metres.
Athletes on the track in Tokyo will all be fitted     Now you can watch the 400m – and know exactly            information such as:
with motion sensor tags on their start numbers.       where everyone is positioned on the turn. You can                                                             With all that water splashing around, it’s not
These tags will interact with a number of receivers   watch the 100m – and know who accelerated for            •   live positions (not just at every turn)          always easy to see what’s happening in the pool.
around the course, and send crucial information       the best start, or when the winner reached their                                                              OMEGA’s information will now make everything
                                                                                                               •   live speed
back to OMEGA.                                        top speed. You can even watch the 10,000m                                                                     a lot clearer.
                                                      and know the distance between runners, or who’s          •   acceleration
With this technology, OMEGA will be able to           speeding up and who’s slowing down.
provide real-time information such as:                                                                         •   deceleration
                                                      In Tokyo, every performance will be thoroughly
•   live positions (not just intermediate)            measured, telling the full story of victory from start   •   distances between swimmers
                                                      to finish.
•   live speed                                                                                                 •   number of strokes
                                                                                                                                                                               DISCOVER THE VIDEO
•   acceleration

•   deceleration

•   distance
                                                                  DISCOVER THE VIDEO

                                                                                                                                                                                                                          32
BEACH VOLLEYBALL
       For this dynamic and sandy sport, OMEGA will            Everything gained will allow for a complete
       use image-tracking cameras installed around the         tactical analysis of play, revealing the strengths
       field of play, capturing every moment of action.        and strategies of each player and team.
       The cameras will be able to track the ball, as well
       as the players, to give us detailed information
       on the full game play and how each point was
       scored.

       Examples of information that OMEGA may be
       able to provide includes,

       •      The distances each player covers

       •      The speed of the players and the ball

       •      The unique player techniques, including
              number of jumps and height

       •      The type of shots, from smashes to blocks
              and spikes

MILLER NIKY
                                                  BELL JANE
                                                  Total distance 1020.2 m
                                                  Jumps 41
                                                                                                                                 GYMNASTICS
Total distance 1024.8 m                                                                CURTINA JULIE
Jumps 33                                                                              Total distance 1164.3 m
                                                                                      Jumps 26

                                                                                                                                 A slightly different technology will be used in
                                                                                                                                 gymnastics – known as Pose Detection. This
                                                                                                       MAILLET OLIVIA            incredibly advanced system is a huge step
                                                                                                       Total distance 1033.4 m
                                                                                                       Jumps 29                  forward for the sport and registers the complete
                                                                                                                                 movements of each athlete.

                                                                                                                                 Pose Detection will also be used as an
                                                                                                                                 adjudication tool for judges. They will have it at
                                                                                                                                 their disposal to review an athlete’s technique.
                                                                                                                                 For example:

                                                                                                                                 •   Review the synchronicity of performers in
                                                                                                                                     trampoline

                                                                                                                                 •   Review the horizontal displacement in
                                                                                                                                     trampoline (how accurately the athlete hits
                                                                                                                                     the middle of the jumping mat)

                                                                                                                                                                                      34
3   BELL WILLIAM

                                                                                  EQUESTRIAN
                                                                                  OMEGA’s special image-tracking technology             •   distances
                                                                                  will follow the action in equestrian, while laser
                                                                                  detection will also be able to pinpoint the horse’s   •   live and average speeds
                                                                                  movement. In this sport, the difference between
                                                                                  gold and silver can come down to one obstacle,        •   time of flight over a jump
                                                                                  so every second matters. OMEGA’s information
                                                                                                                                        •   the rider’s exact path around the course
                                                                                  will be able to break it down with:
                                                                                                                                        •   trajectory over a jump

                                                                                                       OTHER
                                                                                                                                        The possibilities of motion sensing and positioning
                                                                                                                                        technologies are almost endless for OMEGA.
                                               RIDERS’ PATH COMPARISON                                                                  Here are more sports in Tokyo where you may
                                                            W.Bell     J. Smith
                                                                                                      SPORTS                            see it in action:

                                                                                                                                        ROAD AND TRACK CYCLING

                                                                                                                                        •   with motion sensor tags placed on the bikes.

                                                                                                                                        OPEN WATER SWIMMING

                                                                                                                                        •   with athletes wearing tag bracelets to
                                                                                                                                            pinpoint their positions

                                                                                                                                        TRIATHLON

3   BELL WILLIAM            12 SMITH JAYDEN                                                                                             •   with athletes wearing tags to pinpoint their
                                                                                                                                            positions.

    304.98m        Distance      302.46m

     43.72           Time          39.21

     +4.51           Gap           0.00

    419m/min       Av. Speed     464m/min

                                                                                                                                                                                              36
SPORT CLIMBING:
     TIMING A NEW SPORT                                                           LEAD

                                                                                  Just 6 minutes on the OMEGA clock are given to
                                                          TOUCH PAD - STOP        athletes in this discipline and they must use the
                                                                                  time to climb as high as possible on a 15m wall.
     A new event at the Olympic Games, sport                                      Only one attempt is allowed and the ranking
     climbing has seen spectacular growth in recent                               is based on the height (hold number) achieved
     years and is particularly popular in urban                                   within those 6 minutes. An athlete will also have
     settings, where climbing gyms have helped to                                 a “+” added to their score if they are moving in
     accelerate interest amongst young people.                                    the direction of the next hold when falling off
                                                                                  the wall.
     At Tokyo 2020, the athletes will compete in three
     disciplines. The results of these will be combined
     as a single ranking to determine the men’s and
     women’s medals. The disciplines are:

     SPEED

     Simply the fastest to reach the top of a 15m
     wall. Two athletes will compete side by side and
     OMEGA has positioned two clocks at the top
     of the wall. When the climbers reach the top,
     they must stop their own time by hitting the new
     OMEGA climbing touchpads. Interestingly, this is
     now just the second Olympic Games sport, after
     swimming, where athletes will stop their own
     time. It marks a truly important evolution of this                         ZONE
     famous technology.

                                                                                                                                            STOP

                                                                                                                                      BOULDERING

                                                                                                                                      Athletes compete on 4.5m high structures known
                                                                                                                                      as boulders. Each boulder presents different
     touch pad                                                                                                                        challenges and the competitors must solve as
                                                                                                                                      many as they can within a set amount of time –
                                                                                                                                      which OMEGA will be carefully controlling from
                                                                                                                                      the side.
                                                            TOUCH PAD - START

                                                                                       START
37
ADVERTISING
 CAMPAIGN
OMEGA’S
     INTERNATIONAL
     ADVERTISING
     CAMPAIGN
     OMEGA has taken a captivating visual approach         Duplantis, a young Swedish pole-vaulter who
     to its international advertising campaign for these   has already set his sport alight with multiple
     Olympic Games, with a series of commercials           wins on the global stage; and Léa Sprunger, the
     that highlight the magic of Japan alongside           Swiss track and field athlete who will be hoping
     precise timekeeping and passionate athletes.          to add more gold to her impressive athletics
                                                           career so far.
     In each execution, whether it’s TV, digital or
     print, the layout and production is cleverly split    At the heart of the advertising is OMEGA’s own
     between iconic Japanese themes, and those             commitment to precision and timekeeping, and
     of the Olympic Games. Most of all, it perfectly       to serve the athletes and record their Olympic
     highlights the dreams of the athletes who will be     dreams.
     competing in Tokyo.

     To bring the concept to life, OMEGA has worked
     closely with a number of prominent Olympians,
     including Noah Lyles, Rory McIlroy and Chad
     le Clos; as well as world-record holder Armand

41
43
OMEGA
WATCHES
     FOR
  TOKYO
    2020
SEAMASTER
AQUA TERRA
TOKYO 2020
LIMITED EDITION
DISCOVER THE VIDEO

Just like the athletes at the Olympic Games, the    Limited to just 2,020 pieces, the watch comes
Seamaster Aqua Terra performs beautifully on        ready for action on a structured blue rubber
land and in the water. For this sporty Tokyo 2020   strap and includes an additional stainless steel
model, OMEGA has introduced the collection’s        bracelet in its special presentation box. Inside,
first ceramic dial – crafted with a polished blue   the timepiece is driven by the OMEGA Master
finish and a laser-engraved Tokyo 2020 emblem.      Chronometer Calibre 8900, delivering the Swiss
                                                    industry’s highest standard of precision and
Elsewhere, the symmetrical 41 mm case is built      magnetic-resistance.
from stainless steel and includes a sapphire
crystal caseback with a transferred Tokyo 2020
Olympic Games emblem.

                                                                                                        50
SEAMASTER
PLANET OCEAN
    TOKYO 2020
LIMITED EDITION
Every host country of the Olympic Games brings        Also limited to just 2,020 models, this timepiece
     a unique flair and culture to the event. Japan is     is driven by the OMEGA Master Chronometer
     no exception! OMEGA is truly looking forward          Calibre 8800 and features a sapphire crystal
     to its time in Tokyo and has crafted this patriotic   caseback with a transferred Tokyo 2020 emblem.
     Seamaster with a true Japanese touch.                 It is delivered on a white leather strap and
                                                           includes a stainless steel bracelet and additional
     The 39.5 mm case is in stainless steel and includes   NATO strap in its presentation box.
     a white ceramic bezel ring with its diving scale in
     OMEGA Liquidmetal™. In tribute to the year of
     Tokyo 2020, the number 20 on the bezel is filled
     with red liquid ceramic.

     The polished white ceramic dial continues the
     Tokyo theme with a special lollipop central
     seconds hand! Beautifully representing the flag of
     Japan, its tip has been crafted with a varnished
     red dot.                                                        DISCOVER THE VIDEO

53
SEAMASTER
DIVER 300M
TOKYO 2020

             • 56 •
We all know about diving at the Olympic              window at 6 o’clock and the famous Seamaster
     Games, but this Diver 300M is more suited to an      name highlighted in red. Blued hands and
     underwater ocean environment! The 42.00 mm           indexes complete the design and are filled with
     case is in stainless steel and is mounted with a     white Super-LumiNova.
     blue ceramic bezel ring filled with a white enamel
     diving scale. Stainless steel is also used for the   Behind the sapphire crystal on the caseback, with
     polished-brushed bracelet that is seamlessly         its transferred Tokyo 2020 emblem, you’ll find the
     integrated with the case.                            OMEGA Co-Axial Master Chronometer Calibre
                                                          8800 – which has been officially certified by the
     To complement the blue, there is a polished white    Swiss Federal Institute of Metrology (METAS).
     ceramic dial with extra depth provided by the
     laser-engraved waves. Features include a date

                                                                     DISCOVER THE VIDEO

57
AN EYE
ON THE
FUTURE
On the 15th of May 2017, OMEGA extended its           Official Timekeeper. This time, 109 events will be
     global partnership with the International Olympic     contested, making full use of the legacy venues of
     Committee (IOC) through to 2032.                      Beijing 2008. There will also be seven new events
                                                           to look out for, adding plenty of pioneering spirit
     This huge announcement means that The Games           to the occasion.
     of the XXXV Olympiad in 2032 will mark 100
     years since the start of OMEGA's relationship         Then, in 2024, the Olympic Games will return to
     with the Olympic Games, which dates back to           Europe. Paris 2024 will welcome the world to a
     1932 in Los Angeles.                                  truly inspirational destination, with the sporting
                                                           celebration flowing alongside the Seine, while
     OMEGA’s signature represented the first               the Olympic Village will be just 15 minutes from
     worldwide Olympic Games partner to commit to          central city landmarks such as the Eiffel Tower
     the Olympic Movement through to 2032. It will         and the Grand Palais.
     be the brand’s 35th time as Official Timekeeper
     of the Olympic Games, and you can be sure that        In 2028, it will be on to Los Angeles, where
     the technology and expertise will be at the very      OMEGA’s Olympic Games timekeeping journey
     highest level.                                        first began. It’s sure to be a meaningful and
                                                           emotional return, with some very different
     Until then, we have a number of exciting and          equipment to that original year.
     historic editions to look forward to! In just a few
     months, the torch will be lit for Beijing 2022,       Plenty to look forward to. All in good time!
     marking OMEGA’s 30th occasion in the role of

61
LINKS
PICTURES
BY CHAPTER
OMEGA AND TOKYO 2020
Link

HIGHLIGHTS FROM HISTORY
Link

OMEGA’S 29 OLYMPIC GAMES
Link

OMEGA’S MODERN TIMEKEEPING
Link

NEW TECHNOLOGY FOR TOKYO 2020
Link

HOW IT WORKS – MOTION SENSING
AND POSITIONING SYSTEMS
Link

SPORT CLIMBING: TIMING A NEW SPORT
Link

THE INTERNATIONAL ADVERTISING CAMPAIGN
Link

OMEGA WATCHES FOR TOKYO 2020
Link

AN EYE ON THE FUTURE
Link

ALL CHAPTERS
Link
FOR FURTHER INFORMATION,
                 PLEASE CONTACT:
                   OMEGA International Press Office
                      Rue Jakob-Stämpfli 96
                            2502 Bienne
                             Switzerland
                       Tel. +41 32 343 9211
                            press@omega.ch
                   https://press.omegawatches.com/

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           OMEGA is a company of the Swatch Group, the largest manufacturer
                and distributor of watches and jewellery in the world.
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