Omega & Bond
theaustralian.com.au によれば、Omega president and chief executive, Raynald Aeschlimann （腕時計メーカー オメガのCEOであるレイナルド・シュリーマン） は、Sydney （オーストラリアのシドニー） に新たにオープンした自社の直営店の100年以上にわたる女性の時計を展示するオープニング・イベント展"Her Time"「ハータイム」に登場し、ボンド映画 とのコラボレーションに関しコメントしました。
Daniel Craig （ダニエル・クレイグ） は、もう一度スクリーンで Seamaster （オメガ・シーマスター） を身に着けて登場するかとの質問に対し、「2週間から3週間後に、彼と会う事になるが、私は決めることできない。Bond producers （ボンド映画のプロデューサー） である Barbara Broccoli （バーバラ・ブロッコリー） と Michael.G Wilson （マイケルG.ウィルソン） である彼らが望むことであれば適うことかも知れません」
Omega has two not-so-secret weapons up its left sleeve: a supermodel and a spy.
Given the high pace of change in the fashion and celebrity worlds, it’s perhaps fitting that a company producing luxury timepieces embraces longevity and continuity in its brand ambassadors.
Cindy Crawford, one of the original supermodels of the late 1980s and 90s, and fictional British spy James Bond have been fronting campaigns for 22 years, the latter including former Bond Pierce Brosnan and incumbent Daniel Craig.
In Sydney for the opening of a new Omega flagship store in Martin Place, the world’s biggest for the brand, Crawford said the collaboration was like “a marriage”.
“I’m not the same 28-year-old top model that I was when they signed me,” she told The Weekend Australian. “But our relationship has evolved. It’s about history and quality and fashion ... it’s also about legacy.”
For Omega’s president and chief executive, Raynald Aeschlimann, this approach is especially pertinent in the current market.
“I think coherence and continuity works,” he said. “In today’s world that is influenced by millennials, it’s all about instant information. You get so much information ... it’s good to have stability and coherence around someone who has great charisma and a great career.”
Mr Aeschlimann said the Australian market had evolved considerably since his first visit 15 years ago. “We consider it one of the key regions of the world. This store being new and so big is a sign of that evolution. To open a store is nice, but if it’s only to please yourself it doesn’t last … If you are opening that big, you also know why. The results are very good.”
The new store covers 890sq m and is hosting an opening exhibition, Her Time, featuring women’s watches from over 100 years.
There is one thing Mr Aeschlimann didn’t have an answer for: will Craig sport the Seamaster once more on-screen?
“I’ll meet with him in two or three weeks, but I’m not the one to decide. (Bond producers) Barbara Broccoli and Michael Wilson have this incredible spirit about what they want.”