A TIME AND PLACE
The brand new OMEGA museum tells the story of an iconic brand
Storytelling has been intrinsic to humankind since time immemorial. Whether through song, dance, images or objects, we’ve sought to tell the stories that mold our collective consciousness, again and again. Through this tradition, we keep alive our humanity and celebrate life— from the minutiae of the everyday to the grandest of ideas and movements.
When it comes to storytelling, OMEGA takes it one step further. The iconic brand recently opened one of its grandest and most ambitious projects yet: the OMEGA Museum. Situated at the fabled “La Cité du Temps” in Bienne Switzerland, the ultra-modern building houses the brand’s extraordinary history. Here, past, present and future are laid out in exquisite detail, tangible and irresistibly experiential.
A BRIEF HISTORY OF TIME
The journey begins right at the dawn of civilization. Experience humankind’s quest for precision and timekeeping through a 360º video that narrates humans’ earliest attempts at clockmaking to the very latest advances in movements. The story then jumps to sports, where OMEGA’s longtime affiliation with the Olympics can be tried firsthand through an actual race track complete with Official Timekeeping technology, starting blocks and electronic pistol. Women are given a special wing at the “Her Time” exhibition, which features over a century’s worth of rare and iconic timepieces—a delicate fusion of the finest jewels and the most cutting edge of technology.
LICENSE TO THRILL
Perhaps OMEGA is most known for two things: the Speedmaster’s role in the moon landing and a certain suave British spy. These two key chapters are highlights in the museum. OMEGA’s space story features a recreation of the lunar surface and the Lunar Rover, as well as archival footage of the famous moon landing 50 years ago. A more recent event, OMEGA’s partnership with the illustrious James Bond franchise, began in 1995’s Golden Eye. Since then, a souped-up—if fictional— version of the watch has been a key part of 007’s adventures. What will OMEGA and M16 have in mind for the upcoming Bond 25 flick? Only time will tell.
SPEED RACER
“WHEN IT COMES TO STORYTELLING, OMEGA TAKES IT ONE STEP FURTHER. THE ICONIC BRAND RECENTLY OPENED ONE OF ITS GRANDEST AND MOST AMBITIOUS PROJECTS YET: THE OMEGA MUSEUM”
Apart from its role in some of world history’s starriest moments, OMEGA is also known for its Co-Axial Escapement, a horological achievement that will stand, well, the test of time. Guests in the museum will be able to experience this via a giant walk-in Speedmaster. Here, cogs, springs and feats of mechanical engineering can be witnessed in life size.
While many brands have opened museums of their own, a select few can lay claim to playing significant roles in events that have changed the course of humankind. OMEGA joins this exclusive group, not only as a witness, but as a leader.