Omega Launches Ladymatic in Beijing

Omega, the watch brand that astronaut Buzz Aldrin famously wore to the moon in
1969, unveiled the new Ladymatic collection today in Beijing, signaling its
first serious effort to conquer the ladies’ mechanical watch market.
 
Two years in the making, the Ladymatic borrows its name from an Omega model
introduced in 1955 and its design sensibility from that era’s golden age of
couture. The comparisons, however, end there. The modern version of the
timepiece houses a robust Co-Axial caliber 8520/8521 within a round 34 mm case
crafted from 18k rose gold, 18k yellow gold, or stainless steel, with or
without diamonds. The movement features the innovative Co-Axial escapement
designed in 1999 with the help of British watchmaking legend George Daniels.

“We felt there was a need for this,” Omega president Stephen Urquhart said.
“The new watches are superb and they’ve been designed for women who have told
us that they are as interested in the quality of our mechanical movements as
they are in the style of the watches.”
 
Oscar-winning actress Nicole Kidman, a brand ambassador since 2004, is the face
of the Ladymatic advertising campaign shot by photographer Peter Lindbergh.
Presiding over the launch, Kidman said she believed “all women want a beautiful
watch, but not just for show.”


 
Showing off the rose gold bracelet style adorning her slender wrist, she
continued: “It’s not very heavy, but it’s got weight, and it’s not a replica of
a man’s watch.”