Omega explores century of women’s watches in Milan exhibit

Swiss watchmaker Omega is putting the focus on women with the opening of a female-centric exhibit in Milan.

“Her Time” features archival timepieces and vintage imagery and advertising, shedding light on the evolution of the fashion statements women have made through their wristwatches over the past 100 years. This exhibit positions Omega as a go-to brand for style-conscious women, an effective message especially as watches are used for fashionable rather than functional purposes.

Lens on ladies
Omega’s exhibit in La Triennale di Milanois displayed in a space that reflects a watch itself, with gold and white tones. Beneath a white fabric canopy, attendees can walk a physical timeline of fashion.

Organized by time period, watches are paired with vintage objects and memorabilia.

Omega Her Time exhibit

Omega has always looked to progress along with trends, basing its watch designs on what is happening in the fashion industry and society at large.

Items on display range from Lèpine pendants to the Ladymatic, first introduced in 1955 and still popular today. Other eras covered include the 1920s, 1960s and 1970s.

Artwork and advertising shows how women have worn Omega in their lives, whether that means attending a formal affair or playing sports.

Actress Nicole Kidman, a face of Omega for the past 10 years, cut the ribbon to the exhibit on Sept. 16 and was one of the first to experience the display.

The public exhibit will be open through Sept. 25, allowing the crowd attending Milan Fashion Week to experience it.

At an event staged in Milan, Omega president Stephen Urquhart explained, “When it comes to the creation of women’s watches, Omega truly stands out. No matter the decade, we’ve always been able to enhance ladies’ fashion with beauty and innovation.

"The words ‘brand ambassador’ sound so technical. Nicole is much more than that. She’s part of our family. She is a beautiful actress with a warm personality which makes her a great fit for Omega.”

Further extending its celebration of women is "Time for Her," an online diary that features imagery, interviews and portraits of both leading ladies and Omega's milestone moments. In the diary, artist Garance Doré writes about the relationship between illustrators and Omega and does a Q&A with Ms. Kidman.

Photo from Omega's Time for Her

Other stories explore women in groundbreaking fields such as technology and solar flight. Brand-centric content talks about the changing face of the Ladymatic and Omega's revamped typeface.

From collaborative art installations to displaying iconic pieces of jewelry, nearly every brand has curated a museum exhibit to showcase their heritage and identity from their own perspective.

By curating an exhibit a brand can bolster its identity through storytelling that reveals specific aspects of its history to consumers. Using education and creative exhibit installations may help reaffirm its position in the luxury market and elevate its standing in the mind of enthusiasts (see story).