Some sponsorships are hardly more than logos. In fact, for a sense of irony, the recent “World Cup” brought soccer (football) to the USA, but many brand logos had to be “covered up” since they were not “World Cup” sponsors. Ironic, no?
OMEGA’s partnership with the Olympic and Paralympic Games is something entirely different. Here is a brand that really cares and has co-sponsored excellence in athletics for almost a century.
OMEGA is often the “official timekeeper” at many events. Many world records and many photo finishes have relied on OMEGA. Behind those moments is a company that makes watches with a singular purpose: perfect time.
OMEGA first became the Official Timekeeper of the Olympic Games at the 1932 Summer Olympics in Los Angeles. The 1932 Los Angeles Olympics introduced the Olympic podium. This gave us the iconic gold, silver, and bronze medals. The 1932 games also featured the first Olympic Village for athletes. And the 1932 Olympics also marked OMEGA’s debut as Official Timekeeper. The depth of the Great Depression also marked the birth of many Olympic trends and OMEGA’s participation in the Games. It is one of the longest co-brands in sports.
THE OFFICIAL TIMEKEEPER
OMEGA has been Official Timekeeper at the Olympic Games more than 30 times! That includes both winter and summer Olympics, of course. In 1992, OMEGA also became the official timekeeper for the Paralympic Games. Keeping accurate time may seem inconsequential. But it is not. Accurate time is critical to many sports, such as swimming and running, to mention just two.
Let’s talk about branding. Luxury watches signify craftsmanship, heritage, and design. But at their essence, watches have a single purpose: to measure time accurately. As for branding, the Olympics mean competition, excellence, and accuracy. Indeed, for time-keeping, there is no greater “game” than the Olympics, is there?
A timing error of one hundredth can determine who stands on the podium, and who does not. (Remember, the Podium came from 1932) and who does not. It cannot be wrong. It must be accurate. Time is time, but sometimes time matters more than others.
OMEGA has not stood still. It is an innovative company. For example, it has introduced innovations including electronic starting pistols, photo-finish cameras, touchpads for swimming, photocells, and sophisticated timing systems. These ensure accurate time measurement. Take an example. The electronic starting pistol sends both sound and light simultaneously to every lane. This eliminates the tiny advantage that once existed for runners closest to the starter’s pistol.
The technology may be nearly invisible to spectators. But it is not to competitors. It gives them the same starting point.
Many corporate sponsorships seem transactional. Do you really believe that corporation “x” or “x” really believes in cause “a” or “b?” Or is it just a wrap-yourself-in-the-flag (or fill-in-the-blank cause) so that consumers buy into the so-called “brand halo?” OMEGA’s Olympic partnership feels authentic because both brands have the same idea: excellence.
The Olympic and Paralympic Games celebrate discipline. OMEGA pursues those very same values. How? Through Swiss craftsmanship, engineering, and innovation. Neither organization promises perfection. Both pursue perfection, a cause that cannot ultimately be achieved. That’s why the relationship has endured for almost 100 years. It’s not simply advertising. It’s two brands with the same message, that is – excellence.
OMEGA’s role extends beyond the Olympic Games to the Paralympic Games. The physical challenges really are not as important as the mental challenges. Every competitor deserves accurate time. By providing world-class precision for both Olympic and Paralympic competition, OMEGA shows respect for every type of athlete. Time matters to us all.
A New York City Appreciation for Excellence
Let’s talk about our hometown: New York, NY. Although New York City has never hosted the Olympic Games, it keen on achievement. The city even mounted a serious bid for the 2012 Summer Olympics. It didn’t succeed. More importantly, New York understands excellence and a “keep trying” attitude.
Whether it’s Broadway performances that are amazing, Wall Street operating by the second, chefs who cook perfect plates, or artisans repairing Swiss mechanical watches, New Yorkers appreciate excellence because it is the city of excellence.
It comes as no surprise that OMEGA is one of the city’s most respected watch brands. An OMEGA watch, after all, is more than a beautiful Swiss timepiece. It is nearly a century of measuring history’s greatest athletic performances, often by margins too small for the human eye or ear to detect.
An OMEGA watch can last for generations, but even the finest Swiss movement requires expert maintenance. Regular servicing protects the movement, preserves accuracy, and ensures that every component continues to perform up to spec.
At Ron Gordon Watch Repair in Midtown Manhattan, we’ve spent decades servicing and restoring luxury Swiss watches, including OMEGA’s most iconic models. We understand the craftsmanship behind these remarkable timepieces and the care required to keep them working to perfection. We are known as a top-rated OMEGA watch repair shop in New York, NY.
Like the Olympic athletes OMEGA has been aiming at perfection for decades. After all, history isn’t remembered by the second. Sometimes, it’s decided by it.