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.”