The success of Geneva Watch Days 2020 has encouraged its founding and associated brands to organise the event again in 2021 with a very similar format. Reason enough for us to travel to Geneva and identify some notable novelties for you. Here are three watches which caught our attention this year. Enjoy!

Greubel Forsey's GMT Earth Final Edition

Greubel Forsey has unveiled the third and final interpretation of their magnificent GMT Earth at this year's Geneva Watch Days. This unique and now even more modern creation features a new titanium case with an intense black finish on the movement. It is a limited edition of only 11 pieces. How do you like it?

ORIS introduces Upcycling to its Aquis Date

Independent watchmaker ORIS has presented an interesting novelty in Geneva this year. Their popular Aquis Date comes now with a special dial made from recycled PET plastic. They deliberately opted for random patterns, meaning no two dials are the same. This new Aquis Date Upcycle comes in a 41.5mm case and is part of the brand's "Change for the better" initiative. Additionally, ORIS also announced a partnership with the Swiss cleantech startup #tide ocean SA to battle the world’s ocean plastic crisis. Way to go!

Bianchet launches with the Tourbillon B1.618

Switzerland-based Bianchet is one of the new kids on the block. Four years ago, they started their endeavor to create a tourbillon inside a tonneau-shaped sports watch. Their design is inspired by the Italian mathematician Fibonacci and its iconic golden number 1.618 which can be recognized in the shape of the watches.

The Tourbillon B1.618 Openwork is crafted from a unique blend of carbon, rubber and titanium. It is powered by a tourbillon movement manufactured in the Swiss Jura. Limited to only 21 pieces, this is definitely one of the more interesting new releases at this year's Geneva Watch Days.

About the Geneva Watch Days

The Geneva Watch Days is an annual "phygital" event that is global, decentralised, self-managed and open to the public. It brings together a group of some 20 brands representing the art of horology in various hotels, manufactures and boutiques in the world’s watchmaking capital. Originally, it was launched by a pool of Founding Benefactor Brands including Bvlgari, Breitling, Greubel Forsey, H. Moser & Cie., MB&F, and others.

Did you miss this year's Watches & Wonders? Then read this article about some of the most fascinating new releases of the 2021 edition.

There are only few watch brands with a rich history, countless technical innovations and a wide range of products suitable for literally every occasion. Longines is definitely one of them. Let us show you three watches by the brand from St.-Imier for every occasion. Let's go!

The Longines Legend Diver Watch

Longines has been a name long associated with sport. Hence, it is only fitting that it brings its expertise to diving. It all began in 1937, when water-resistance became a quality criterion in watchmaking. Back then, Longines developed a watch case with water-resistant push-pieces for its renowned 13ZN caliber.

Some of these flagship pieces have since been re-issued as part of an “immersion in heritage”. This includes The Longines Legend Diver Watch, released in 2007. It is based on the iconic Longines Reference 7042. It gained recognition as a refined timepiece offering a perfect balance between design and functionality. We love how the latest versions of The Longines Legend Diver Watch conserve this spirit. They offer the same pure lines of the original timepiece. On top, they also feature up-to-date technical characteristics, such as a box-shaped sapphire glass, two screw-in crowns and a screw-down case back. The decent water-resistance of 300 meters is complemented by an automatic movement with a silicon spring-balance.

The Longines Legend Diver Watch is now also available in beautifully coloured versions. The blue or brown shaded dial features luminous hands, hour markers interspersed with luminescent squares and Arab numerals enhanced with Super-LumiNova® rectangles for optimum visibility. A reminder of the codes of the sport for which this watch was originally intended. And just like on the original model, the 42 mm case back is decorated with an embossed emblem of a diver. A structured blue or brown leather strap matches the colour of the dial. For us, these are the perfect timepieces for a day on the lake - of course spent in style!

The Longines Spirit

Longines watches and devices have contributed to a number of pioneering achievements thanks to their reliability, precision, strength and innovation. Not only in diving. They have accompanied exploratory expeditions to unknown shores, confronted extreme weather conditions, sailed across the seas, and took part in the opening of new air routes and the setting of aviation records. Longines Spirit timepieces breathe new life into this rich heritage. Linking history with innovation, they take traditional features from pilot’s watches and combine them with contemporary lines and codes for a decisively contemporary and exacting look.

The collection’s newest addition features an elegant green dial. Being a three-hand model, it also comes with a calendar complication. We love how it comes in both 40mm and 42 mm to fit different tastes. The new colour combines with the Super-LumiNova® beige and lends the model a vintage touch. With the dial’s sandblasted finish creating a fashionable metallic sheen. Contemporary in character but rich in history, it sustains the pioneering spirit that has driven Longines since its very beginnings.

Powered by the exclusive automatic calibres (L888.4) with silicon balance-spring, the Longines Spirit watches are equipped with cutting-edge technology. Each has been chronometer-certified by the COSC (the Swiss Official Chronometer Testing Institute). What we love in particular about these watches is their versatility. They will look good on the wrist from dusk till dawn. From going for a coffee to driving with your favorite car or going on a date a night: The Longines Spirit will always be on point!

One man that embodied Longines' pioneer spirit was Howard Hughes. You can read his story here.

The Longines Master Collection

As a traditional watchmaking company, Longines has been producing exceptional timepieces since the very beginning. Today, the Longines Master Collection is the perfect illustration of this corporate ethos. All watches from this collection are fitted with self-winding movements. Within this family, many special features are offered. One of them is the moon-phase complication. It embodies the classic elegance, excellent quality and savoir-faire of the brand.

On this particular model, the signature silver "barleycorn" dial is complemented wonderfully by a set of blued steel hands. Right above 6 o'clock, the beautifully-made moon-phase complication is set. It also features an integrated calendar function. Coming with a 42mm steel case, it also features a transparent case with sapphire crystal. This addition to the Longines Master Collection comes on both an elegant brown alligator strap and on a sporty steel bracelet. Which model do you prefer?

No matter which one you choose, it will look great on the wrist while having dinner at an upscale restaurant or enjoying a glass of champagne like at The Dolder Grand in Zurich. Cheers!

Whether stories from the moon, precision records, deep-sea adventures or cinema spectacles with well-dressed agents, there is much to discover at the OMEGA Museum. Let us give you a tour!

Discovering the OMEGA Museum

Situated on the river Suze is the CITÉ DU TEMPS. Designed by world-renowned architect Shigeru Ban, this building combines the exclusive and luxurious character of OMEGA with the playful style of SWATCH. The CITÉ DU TEMPS is also home to the OMEGA Museum, which builds a bridge between the past, present and future of the watch manufacture in Biel/Bienne. From stories of space travel to precision records, deep-sea adventures and cinematic spectacles to charming agents, there is much to discover in the OMEGA Museum. Through the interactive design of the exhibition, both visual and audio, visitors will experience OMEGA's philosophy and dedication to detail first hand.

Diving into the World of OMEGA

At the museum, OMEGA leaves no aspect of the company's exciting history unexplored and invites visitors to immerse themselves in the OMEGA universe. Have you ever felt like a top athlete at the Olympic Games? No? Then it's high time you took to the tartan track in the museum and prepared for the start. Or have you ever sat in a moon rover, rescued the NASA team or operated an oversized clockwork? This and much more awaits you at the OMEGA Museum.

If you want to take a look at OMEGA's new watches and experience the new store concept, you can do so afterwards in the new OMEGA Boutique next door.

Do you want to learn more about OMEGA? Then read this article about our visit at their manufacture in Biel/Bienne.

We have exciting news for the watch enthusiasts among our readership. For the first time, we are now offering watch rolls on our webshop - ideal for your next holidays. Read on to learn more!

AW Leather Duo Watch Roll

For our first-ever watch roll, we wanted a design that looks classy but is also practical. Hence, our team opted for a roll that can hold two timepieces with an exterior made from matte textured deer grain leather in marbled navy blue color. Meanwhile, the interior is lined with finest suede-like Alcantara. This material offers maximum protection against scratches and is very pleasant to touch as well. The AW Watch Roll is equipped with oval cushions on which the two watches are placed securely. To make the handling easier, they snap in and out of the case. Like this, you can easily fasten a watch’s bracelet around the cushions. On the outside, the case is secured via an external snap closure. The Artworth branding is stamped in the middle of the external flap adding some extra elegance.

Handmade in Italy

To ensure a very high-quality, we have teamed up with sourcing specialists. They have contracted highly skilled artisans from the Piedmont region in Northern Italy to handcraft our AW Watch Rolls. The traditional manufacturing processes involving unique savoir-faire makes them truly special. Because each AW Watch Roll is handmade, we only offer a limited quantity of 30 pieces. Make sure to get yours here before they are sold out!

A digital safe for luxury watches? Adresta has just launched an app in the Android and iOS app stores which allows one to securely store and manage watches, using blockchain technology. But how does it work?

All relevant Data at your Fingertips

With the new Adresta app, watch owners can easily record their timepieces, create wish- and waiting lists and receive the latest news from the world of watches. Pictures and documents, such as the receipt and certificate of authenticity, can be attached to the created digital watch twin. Recurring events such as services can be added as well and reminders can be set. Should one want to sell its watch, the authenticity, condition and complete ownership history can be looked up and handed over to the new owner.

Adresta, a spin-off of ETH Zurich and Helvetia Insurance, uses the latest technologies to document the life cycle of a watch. In the future, watch owners will be able to book a service or repair in their vicinity with a certified partner. During this process they will be kept up to date on the progress in real time. Next, the startup will integrate the already launched watch insurance, which can be signed up for digitally, into the app. This will allow users to insure their watch in just a few clicks. In the event of a service, theft or loss, the user always has all the relevant documents safely at hand in their Adresta watch safe.

But what about privacy? Users on the Adresta app have sovereignty over their data. It is only shared with the respective brands or service providers at the request of the watch owner. However, watch owners can still make their collection public using a handle similar to Instagram. What we love about the app is, that it was developed in close exchange with the company's own watch community. At Artworth, we even got to test the beta version.

More Security and Transparency for Watch Purchases

When a new watch is purchased from an Adresta partner, all information is also transmitted digitally to the Adresta app. This means that user manuals, receipts or catalogues no longer have to be printed. While the buyer gets insight into the history of the watch, brands can communicate directly with the owners and relevant documents are safely stored encrypted on the blockchain. Since a watch can also be digitally recorded during a service or a sale, Adresta also allows owners to get a certification of their watch directly in the app. Cool, right?

If you are interested in buying one of our vintage OMEGA watches on our store. We are happy to offer you a certificate of authenticity by Adresta for free!

When the first snow transforms the Alps into a winter wonderland, it is time to go out there and explore. The ideal companion for adventures in the snow is the new Land Rover Defender. We took on a Christmas getaway and realized that it is the ideal car for challenging conditions. Let us tell you more!

Christmas time in the Alps

Christmas is the most magical time of the year. Snow covered trees, fairy lights and warm, comfy living rooms filled with laughter and joy. For us, there is no better place to experience the Christmas spirit than in the Swiss Alps.

This year, Santa has put something special under the Christmas tree: a Favre-Leuba Sky Chief Chronograph. The ETA Valjoux powered watch comes with a beautiful burgundy dial with subtle brown subdials. A matching brown suede strap is complimenting the 43mm steel case perfectly.

While giving is a wonderful part of the Christmas festivities, the joy of being together and spending quality time with loved ones is what makes this holiday so special. When staying in a chalet high up in the mountains, the atmosphere is filled with the warmth of candles, the fire place and joy.

Exploring with the new Defender

For adventures in the snow, one needs a trustworthy companion. We found it in the new Land Rover Defender. This vehicle has been designed for optimum durability. Hence, it can handle extreme terrains and confidently takes us from the urban jungle into icy environments.

We love how the new Defender is honoring the vehicle’s history for rugged solidity while thoroughly remaining a Defender for the 21st century. This is most felt inside the car. Here, we find technology that was invented for modern-day adventures. Land Rover's most intuitive technologies to date ensure convenience, connectivity and visibility.

In terms of design, the new Land Rover Defender convinces us with its reductive, sophisticated surfaces. True British design with integrity!

One thing Favre-Leuba and Land Rover share, is their aim to push the boundaries of innovation. Their timepieces and cars offer a definitive reliability, built to accompany pioneers throughout all domains.

Do you want to know more about SUVs? Then click here and read our blogpost about a journey through Scotland's Highlands with the Jaguar F-Pace SVR.

"Do the impossible, because almost everyone has told me my ideas are merely fantasies." This quote reflects Howard Hughes' unparalleled pioneer spirit. But who was he and how did his and Swiss watchmaker Longines' paths cross? We are going to tell you the story in another sequel of our 'Quarantine Reads' series!

Hollywood

The Texan Howard Hughes was an adventurer at heart. Born into a wealthy family in 1905, he lived a privileged childhood. After the death of his parents, he put his inheritance to good use built up a billion-dollar empire. At age 18 he dropped out of university, let others manage the oil-tool business and set out for Hollywood in 1925. As a Hollywood producer and director, he discovered big stars like Jean Harlow and brought Oscar-winning films to the cinema. His first success was Hell’s Angels which debuted in 1930. For this action-adventure about World War I pilots, Hughes acquired a huge fleet of vintage planes. During production, three pilots died and Hughes himself crashed a plane. With production costs of USD 4 million, it was one of the most expensive films of its time. Luckily for him, it was also a hit which put Hughes on the map in Hollywood.

Aviation

As an indifferent student, Hughes had a liking for mathematics, flying, and mechanics. He took his first flying lesson at 14. As a flight enthusiast he grew beyond his limits and not only obtained his pilot's license, but even developed his own aircraft, which thanks to its aerodynamic shape was faster than all the others: in 1935 Hughes already achieved 566 km/h, breaking the world speed record. In 1938 he also succeeded in making the fastest round-the-world flight in 3 days, 19 hours and 14 minutes in a Lockheed Super Electra. To find his way, Hughes and his navigator used several Longines chronometers, including a high-precision instrument for astro-navigation. A lifelong aircraft enthusiast and pilot, Hughes survived four airplane accidents, one while setting the airspeed record in the Hughes H-1 Racer.

Hughes H-4 Hercules

Besides fast planes, he also built large aircraft. During World War II, the US War Production Board contracted Hughes to produce the gigantic Hughes H-4 Hercules flying-boat to transport 700 troops or 60 tons of equipment across the Atlantic as an alternative to ships that were vulnerable to German U-boats. The Hercules was the world's largest flying boat, the largest aircraft made from wood, and, at 97.5 m, had the longest wingspan of any aircraft. The Hercules flew only once for 1.6 km, and 21 m above the water, with Hughes at the controls, on November 2, 1947.

TWA

In 1939, Hughes began to quietly purchase a majority share of TWA stock; he took a controlling interest in the airline by 1944. Following his involvement, his company Hughes Tool Co. purchased the first 6 Stratoliners which Boeing ever manufactured. While five of them were operated by TWA, he used one of them as his private plane.

Moreover, Hughes also personally financed TWA's acquisition of 40 Constellations for $18 million. It was the largest aircraft-order in history up to that time. The nowadays iconic Constellation planes were among the highest-performing commercial aircraft of the late 1940s and 1950s. They allowed TWA to pioneer non-stop transcontinental service.

Longines Spirit

To pay tribute to the pioneer spirit of aviators and visionaries such as Howard Hughes, Longines has launched the Longines Spirit. It is designed in the style of the watches of famous pioneers who relied on Longines timepieces for their conquests. Bearing witness to Howard Hughes' pioneering spirit, the timepieces aim to inspire future generations to reaching new heights of achievement. All the models in the Longines Spirit collection are equipped with the latest technology. The result: high-precision movements, all of which are chronometer-certified.

Business Ventures

As a businessman, Hughes always showed a good hand and invested in industries that were just about to break through. Besides oil drilling equipment, film production and aviation, he also invested in real estate. He was particularly interested in Las Vegas. While staying in the Desert Inn, Hughes refused to vacate his room, when the owner asked him to leave because he didn't want to gamble in the hotel's casino. Instead of leaving, he decided to purchase the entire hotel.

He then went on to acquire more real estate in Las Vegas and even bought local media outlets. Overall, it is estimated that he spent $300 million on real estate in the Gambling Capital of the World and hence quickly became one of the most powerful men in Las Vegas. He used this influence to change the image of Las Vegas from its Wild West roots into a more refined cosmopolitan city. Hughes’ vision for the city was more glamorous: "I like to think of Las Vegas in terms of a well-dressed man in a dinner jacket and a beautifully jeweled and furred female getting out of an expensive car."

Howard Hughes in Pop Culture

In 2004, the intriguing story of Howard Hughes was portrayed in the movie The Aviator. The epic biographical drama film stars Leonardo DiCaprio as Howard Hughes. Moreover, the producers of the 1971 James Bond movie Diamonds Are Forever based their villain on the character of Hughes. A tall, Texan, reclusive billionaire character named Willard Whyte operates his business empire from the penthouse of a Las Vegas hotel. His habitual seclusion and his control of a major aerospace contracting firm are key elements of the movie's plot. Several sequences were actually filmed on location at The Landmark Hotel and Casino, which was owned by Hughes at the time. A film we definitely recommend watching if you happen to be in quarantine right now!

Housing the International Olympic Committee’s headquarters, Lausanne is surprisingly well known for its rather small size. Not too long ago, the reputable magazine Monocle even designated Lausanne as 'Best small city in the world'. Does the city in the French speaking part of Switzerland really have all the assets to deserve the top spot in the ranking? We decided to go and find that out. For our stay, we chose the magnificent Beau-Rivage Palace as our home base. A decision that paid off!

Experiencing Beau-Rivage Palace

Situated on the banks of Lake Geneva, the Beau-Rivage Palace is nestled in the most beautiful spot of Lausanne. As we arrive here, we take in the Mediterranean atmosphere of the nearby harbor. We settle down in the hotel’s four hectare large garden. On the splendid terrace, we enjoy a glass of rosé champagne and enjoy the oasis offering views onto Lake Geneva and the Alps.

Since its opening in 1861, the Beau-Rivage Palace has been one of Switzerland's most prestigious grand hotels. As such, it is still an ambassador of the highest Swiss hotel tradition is a great example of the country’s typically excellent hospitality. It was here, that defining moments in history took place: the signing of pioneering treaties, famous artists finding inspiration, royal families and famous celebrity guests recharging their batteries.

Carefully renovated rooms

Classed as one of the best hotels in Europe, it is made up of two, nowadays connected, buildings. Between 2012 and 2014, all rooms were renovated. Many pastel colors were chosen and mirror effects introduced. Now, the calming atmosphere of the lake can be felt inside the iconic 5-star hotel too. This is especially true for the Junior suite we stay in. From its balcony and large lounge, the splendid view of Lake Geneva and Château d'Ouchy can be taken in. The perfect place for us, to enjoy an espresso!

Since we really adore the view from our room, we decide to have breakfast right in our lounge. We are quick to realize, that the Beau-Rivage Palace really knows how to spoil its guests. Carefully prepared fruit platters get served along with other mouth-watering breakfast dishes and freshly pressed juice. On the wrist this morning, the Longines Master Collection with both moon phase and calendar complications. An elegant watch for a classy stay!

Cinq Mondes Spa

Besides culinary delight, the Beau-Rivage Palace also offers attractive wellness facilities. The modern spa area opens onto the hotel’s four-hectare park which provides pleasant natural light and offers views of Lake Geneva. For active guests, two outdoor tennis courts await. Moreover, a well-equipped gym with panorama windows makes the daily workout especially rewarding.

Coffee at Ça passe Crème

As we set out to explore the charming city of Lausanne with its many outstanding restaurants, historic buildings and the Olympic Museum, we notice a little coffee shop called Ça passe Crème. Here, they serve specialty coffee and know how to treat their customers with beautiful latte art! For us coffee-lovers, a city needs to have at least one world-class coffee shop to make it worth visiting. We're happy to announce that Lausanne ticks this box thanks to the guys at Ça passe Crème!

For our stroll through the city, we have strapped the Longines Heritage Classic Chronograph 1946 on the wrist. With its 40mm case, blued hands and chronograph complication, it embodies the quintessence of classicism in watchmaking. How do you like it?

Visiting Domaine du Daley

Just a couple minutes away from Lausanne, the beautiful region of Lavaux is home to some of the most scenic vineyards in the world. Here, we meet with Cyril Séverin, owner and manager of prestigious Domaine du Daley. The winery's impressive history dates back to 1392. For more than five centuries, it was owned by the Chapitre of Saint-Nicolas in Fribourg.

Recently, Domaine du Daley made substantial investments to create state of the art facilities. All with one goal: produce outstanding wines and respect the great terroir. Their strategy pays off, as they have won numerous awards. Moreover, the great wines of Domaine du Daley have made it on the menus of some of the finest restaurants in Switzerland, China and Japan. In fact, Cyril Séverin is one of only few winemakers in Switzerland who export a significant share of their wines. As we taste some of the marvelous wines on the new terrace, witnessing a stunning sunset, he tells us more about his wines. Cyril Séverin is particularly proud of his original vinification of Chasselas. It is the traditional grape of the region and widely known in Switzerland. His Chasselas offers an exquisite expression of terroir and minerality through some years of aging and surprises even the most discerning tasters. We were also impressed by his signature La Légende blend. A truly unique wine that we can recommend to everyone loving white wines!

Now, is Lausanne really the best small city in the world? Well, it is definitely up there! With its location on the shore of scenic Lake Geneva, old town, Olympic history and world-class hotels, it has something to offer for everyone. Is it really the best? That is up to you to decide, so make sure to visit this charming and lively city soon!

Are you not much of a French speaker? Then read this blogpost about the new city and lake resort 'The Living Circle' in Zurich.

Great watches have stories that never end, they just get better with time. The same is true for high-quality whisky and vintage champagne. That's why decided to host an evening at Bucherer CPO in Zurich for like-minded ladies and gentlemen to discover the fascinating world of certified pre-owned (CPO) watches. Read on if you want to get a glimpse too!

Artworth at Bucherer CPO Zürich

As soon as we announced our event at the wonderful CPO boutique on the 5th floor of Bucherer in Zurich on Instagram, many like-minded people reached out to us and asked to participate. The guest list filled up quickly and preparations began for the first-ever Artworth event open to the public.

Finally the much awaited day is here and people start to arrive at the newly renovated building of Bucherer on the well-known Bahnhofstrasse in downtown Zurich. They get welcomed with a glass of Veuve Clicquot and quickly get captivated by the many iconic timepieces that are on display. A watch that fascinates many is the Rolex GMT-Master from 1996.

While the watches get great attention, we also have Tim from Glen Fahrn with us who invites the guests to taste some rare whiskys from Scotland, Ireland and beyond. We love the connection between pre-owened watches and a good bottle of whisky. Both get more interesting, more unique over time. A whisky we particularly enjoy is Balblair. Crafted in a small distillery in Scotland, it matured in double-fired American oak casks and offers a deep concentration of fruit notes with a hint of dark chocolate. A delight!

A bubbly surprise

As a first highlight of the evening, we surprise our guests with the reveal of five La Grande Dame 2008 bottles. This winemaking prowess with 92% Pinot Noir and 8% Chardonnay, really brings the Veuve Clicquot style to its quintessence, balancing strength, and elegance. Known in her lifetime as "the Grande Dame of Champagne", Madame Clicquot was a woman ahead of her time. When her husband died in 1805, she took over the reins at just 27 years of age, at a time when women had no place in the world of business. A free and ambitious woman, her signature is recognized the world over as the seal of Veuve Clicquot. This is the story of a Grande Dame, the story of a Grand Champagne.

Created in 1962 and launched in 1972 to celebrate the 200th anniversary of the House, La Grande Dame is a tribute to the inspiring Madame Clicquot. To the eye, it presents a color with bright, golden glints. The initial nose reveals a strong, aerial and delicate attack. Once opened, the wine has notes of dried fruits, ripe white fruits and finishes on subtle toasted notes of hazelnut and praline. These notes create a perfect balance with the freshness and clarity of the blend. La Grande Dame 2008 has a silky texture on young fruits, supported by citrus. These characteristics make it the perfect champagne to spoil our guests with. Santé!

Ending the night overlooking Zurich

Another exciting part of the event is to talk with Keren from Amarcord. She runs a small boutique, offering made-to-measure tailor services and brought the latest winter fabrics for suits that will both keep one warm and look incredibly sharp. Keren has been tailoring some suits for us lately and we are impressed with the rare fabrics she offers. Moreover, she has set up her own supply chain, working with artisans based in Sicily.

As the sun sets, we head up to the rooftop of the Bucherer building to take in the magnificent views over the wonderful city of Zurich. It has been the perfect location for the first-ever Artworth at Bucherer event. In the heart of Zurich and surrounded by iconic timepieces, we talked about watches and suits while enjoying a glass of champagne or whisky. Who knows which city in Europe will be next!

Do you want to learn more about the Bucherer CPO offering? Read this blogpost about their Gallery in Geneva.

Since we grew up in the area of Biel/Bienne, OMEGA has always been a brand that fascinated us. We always wanted to visit their headquarters and talk to people, who are involved in creating their iconic and innovative timepieces. Finally, this day has come and we couldn't be happier to share our experience from a day at OMEGA with you. Are you ready?

Inside the newly opened OMEGA HQ

The new OMEGA headquarters is familiar to us. We pass by it several times a week. However, parking our Jaguar XE right on in front of their building is something new to us. As we get out of the car, we run into the brand's manager for the Swiss market. Over a coffee, we get to know more about the current developments at OMEGA and how they are rolling out new store concepts that will highlight brand experience. Exciting news!

After the warm welcome, we get to do a tour of the new factory. We quickly realise that this building represents the industry’s most cutting-edge facility for watch assembly, training and quality control. Designed by the inspiring and Japanese architect Shigeru Ban, it is an eco-friendly masterpiece built with sustainable Swiss spruce, grown in the forests of the brand's parent company Swatch Group. Moreover, there was an ingenious indoor climate and energy concept implemented, to provide excellent working conditions on 5 floors. Overall, the new factory is combining technical innovation and human expertise to create a modernised manufacturing process. Truly the future of traditional Swiss watchmaking!

OMEGA'S rich History

For more than 170 years, OMEGA’s timepieces have recorded the planet’s history. They have also served with distinction in space, in the oceans’ depths and on the wrists of world leaders, explorers and men and women who appreciate Omega’s blend of performance and design.

Humble Beginnings

It all started in 1848 when a young watchmaker named Louis Brandt started developing timepieces in his family villa in La Chaux-de-Fonds, Switzerland. He assembled key-wound precision pocket watches from parts supplied by local craftsmen. Soon, he started selling his watches from Italy to Scandinavia and England. After his death in 1894, his two sons Louis-Paul and César take over the family business and relocate to the city of Biel/Bienne, where the company is still headquartered today. It was here, where they develop a revolutionary in-house manufacturing and total production control system that allows component parts to be interchangeable. Watches developed with these techniques are now marketed under the OMEGA brand, which is officially presented as an independent company in 1903.

After the death of Louis-Paul and César Brandt it is Paul-Emile Brandt who takes control of the company that produces 240,000 watches annually and employs 800 people at that time. Under his leadership, OMEGA enlarges its distribution network to all six continents by 1909. OMEGA kept innovating well into the 1930s. They won prices for precision records, launched movements featuring revolutionary innovations and presented the world’s first commercially available divers’ watch. Moreover, they were a sought-after timekeeper at sporting events all over the globe.

Specialist for Professional Watches

By the start of WWII, OMEGA was commissioned as single largest supplier of watches for the British armed forces and its allies. Innovations made during that time led to the launch of the now iconic Seamaster in 1948. It was built to withstand any challenge at any altitude, whether in the skies or below the surface of the ocean.

Nine years later, OMEGA introduced its Professional line of watches, consisting of the Speedmaster, the Seamaster 300 and the Railmaster. It was NASA astronaut Wally Schirra who wore his own Speedmaster chronograph on the Mercury Sigma 7 mission in 1962, making the watch an instant classic. After the Appollo 11 landing on the moon, the Speedmaster became forever known as ‘the Moonwatch’.

After the Speedmaster was successfully used during the dramatic return of the Appollo 13 crew, OMEGA was presented with the ‘Silver Snoopy Award’ in 1970. Both, sterling silver lapel pin and certificate, represent the highest distinction awarded by NASA astronauts.

Full Speed ahead

By the 1970s, the OMEGA brand outsold Rolex, its main Swiss rival in the luxury watch segment, although Rolex watches sold at a higher price point. While OMEGA watches tended to be more revolutionary and more professionally focused, Rolex watches were more ‘evolutionary’ and famous for their mechanical pieces and brand. After a challenging decade due to the quartz crisis, OMEGA was back on the wrists of successful and ambitious men and women all around the globe. This was symbolized by the first-ever Seamaster 300M worn by legendary British Secret Service agent 007 in GoldenEye.

Having outgrown their original HQ, the company opened a new building designed by Tokyo-born architect Shigeru Ban in 2017. Two years later, the brand brought back the legendary 321 movement that was last produced more than 50 years ago for the iconic Speedmaster ‘Moonwatch’. In the same year, OMEGA also opened its new museum at their HQ in Biel/Bienne. It features many treasures from the brand’s exciting and rich history.

Hands-on with our favorite Novelties

After learning a lot about the manufacturing processes and the history of OMEGA, we finally got to see some of our favorite novelties of the brand. Since we are huge James Bond fans, we went hands-on with the new 007 Edition first.

Seamaster Diver 300M 007 Edition

For years, the producers of the James Bond franchise have simply chosen an existing Seamaster for their agent to wear on screen. But OMEGA has now launched a distinct 007 Edition of the Seamaster Diver 300. The timepiece that Daniel Craig’s James Bond wears on his final outing as 007 is powered by a co-axial movement and features a tough 42mm titanium case. Add some amazing details that pay tribute to the 25 year anniversary of the James Bond x OMEGA collaboration and you get one of the most innovative and beautiful Bond-related watches released to date!

OMEGA Speedmaster Calibre 321

Next, we talk Speedmaster. As you might know, there have been many generations of the iconic timepiece over the decades. However, the most memorable was probably the 3rd generation style, worn during America’s first spacewalk in 1965. After 4 years of development, OMEGA has now released exactly the same Speedmaster from that area, powered by the famous and beloved Calibre 321, the driving force behind the chronograph’s extraordinary space history. The 39.7 mm model features a bezel ring in polished black ceramic, a tachymeter scale in white enamel, and a black step dial with Moonwatch hands and vintage OMEGA logo.

While the vintage look of this Speedmaster is already an eye-catcher, the movement is even more special. It is a manual-winding chronograph movement with column wheel mechanism, featuring a Breguet balance-spring and 18K gold coated finish. How fascinating to think that they managed to replicate the exact same calibre that was worn on the Moon! Due to its complexity, every Calibre 321 is created inside OMEGA’s distinct Calibre 321 Workshop. In this unique production space, all of the assembly steps are being performed by the same watchmaker. While this extraordinary timepiece is not limited, it will be limited by production. OMEGA is capable of producing 'only' 1'000 movements a year while ensuring that each new calibre is just as precise and legendary as the original.

"Silver Snoopy Award" - 50th Anniversary

As previously mentioned, OMEGA received the prestigious “Silver Snoopy Award” from the astronauts at NASA in 1970. The prize recognised OMEGA’s unique contributions to space exploration, as well as the Speedmaster’s role in saving Apollo 13. To pay tribute to this special honor, OMEGA has now, 50 years later, launched a special timepiece. The watch is based on the iconic design of the chronograph’s legendary 4th generation style. Hence, it comes is a 42 mm stainless steel case. The silver dial features blue subdials, indices and hands. Snoopy appears as embossed silver medallion, wearing his famous spacesuit.

Just as with the Cal. 321, it is worth looking at the watch's backside. Here, Snoopy appears inside his Command and Service Module on a magical hand. When the chronograph seconds hand is used and 14 seconds have passed, Snoopy takes a trip around the far side of the moon. Why after 14 seconds? Because that's how many seconds the astronauts from the Apollo 13 mission had to time with their Speedmaster back in 1970, in order to get back to Earth safely. A really cool detail on this watch, paying tribute to such a historically significant event. Next to the Snoopy, there is also an Earth disc, which rotates once per minute in sync with the watch’s small seconds hand. Overall, a true mechanical marvel!

We conclude our visit of the new OMEGA HQ in their local boutique. It is already designed adhering to the new concept of the brand. Clients find more space to experience the brand and dive into the unique universe of OMEGA.

Do you want to read more about OMEGA and their connection to the legendary British Secret Service agent James Bond? Then click here to read our blogpost about the watches he has worn on screen.