She was named the brand's first ambassador (All photos: Omega)
In 1995, Swiss luxury watchmaker Omega made a pivotal move by naming Cindy Crawford as its very first ambassador. As one of America’s most iconic supermodels, Crawford brought effortless elegance and global appeal to the brand, forging a decades-long collaboration that helped redefine the modern relationship between luxury horology and pop culture.
Shortly after joining Omega, Crawford visited its headquarters in Biel/Bienne, Switzerland in 1996 to finalise the design for the Constellation My Choice collection. Since then, it became affectionately known as "the Cindy watch" and remains her most frequently worn timepiece.
During a tour of the facility early this month, she was led through Omega’s state-of-the-art production floor and heritage museum, which charts the watchmaker’s history back to 1848. All the while, she wore a 28mm Constellation crafted in stainless steel and 18-carat yellow gold. Diamond hour markers glittered against the mother-of-pearl dial.
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She was accompanied by the maison’s president and CEO Raynald Aeschlimann. “Omega has been on a beautiful journey with Cindy. More than an ambassador, she is emblematic of our women’s watchmaking and especially the Constellation collection, which is so close to her heart. Our facilities in Biel have changed dramatically over the past 30 years, so it’s very special to welcome her back and let her see the modern face of our production here in Switzerland,” he shares.
Over her long tenure with Omega, Crawford has taken an active role in many of the manufacture’s defining moments, including attending the Omega Masters golf tournament and inaugurating the 2003 America’s Cup. Her relationship with the brand also took on a humanitarian focus in 2014, when she and her daughter Kaia traveled to Peru to film The Hospital in the Sky, a documentary about Orbis International and its fight against blindness.
“I have had so many incredible experiences with Omega. From visiting different Olympic Games to supporting their charitable work. But it’s extra meaningful to reconnect with the brand’s watchmaking in Biel and be reminded of the incredible passion and dedication that drives their entire universe. I expected to be impressed, but the innovation here and the constant evolution of their work is really at the next level,” she says.
