Omega’s latest campaign unveils the Aqua Terra in 30mm collection, the newest addition to the iconic Seamaster line, featuring ambassadors who embody the watch’s strong, versatile femininity.
For a brand synonymous with precision and discretion, whose watches have graced the wrist of the world’s most famous spy for decades, Omega’s latest campaign feels like a natural evolution into more intimate territory. Lifestyle Asia joined Omega in Kyoto for the culmination of their “My Little Secret” campaign, unveiling the Aqua Terra in 30mm collection. The latest addition to the Seamaster line, Omega’s longest-running product line still in production, was chosen deliberately for this feminine iteration.
“We’ve created timepieces that transition effortlessly from day to night, complementing any outfit or occasion while maintaining the highest standards,” shared Omega President and CEO Raynald Aeschlimann. “This collection represents our response to the growing demand for versatile watches, all at a smaller scale.”
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Quality Timepieces and Quiet Luxury
At its heart, the “My Little Secret” campaign represents a return to the fundamentals of luxury. “It’s less of showing our muscles, because our muscles are our inner values,” Aeschlimann explained in a media interview. “And that little secret is this. It’s not a secret, really. It’s something you don’t want to share with a lot of people, but it’s something that means a lot to you.” This philosophy embraces the concept of quiet luxury: not luxury that shouts, but luxury that whispers, like how one would share a secret to those who are meant to know.
The campaign positions these timepieces as personal treasures that derive their value from craftsmanship and emotional connection. It’s luxury as an intimate companion, designed for the private pleasure of wearing something beautifully made.
It was appropriate, then, for the secret unveiling to take place not in predictable locations such as Geneva or New York, but in Kyoto. It is a city of its own little secrets, known for its pockets of tranquility and peace, some of which guests were able to experience for themselves. On the day of the unveiling, they gathered on the venue’s observation deck to watch twilight descend over Kyoto’s ancient skyline. The evening blended traditional Japanese artistry with contemporary expressions, from live Shodo calligraphy demonstrations to confessional-style photo booths. It was luxury as an experience rather than an exhibition.
Omega Ambassadors of Versatile Femininity
The event also brought together five of its six campaign ambassadors: American model and entrepreneur Ashley Graham, Australian-South Korean singer Danielle Marsh of the K-pop group NewJeans, Nigerian Grammy-winning singer-songwriter Tems, American Academy Award-winning actress Ariana DeBose (West Side Story), and British BAFTA-winning actress Marisa Abela (Industry). Each represents in their own unique ways what contemporary femininity means: strong, graceful, and multidimensional. The campaign also features a new model, Sunday Rose Kidman Urban.
The international gathering also welcomed notable talents including Omega Friends of the Brand: Karla Souza and Aislinn Derbez from Mexico, Yuriko Yoshitaka from Japan, as well as actress Orm Kornnaphat from Thailand, Maria Pedraza from Spain, Yara Shahidi from the US, Italian television presenter Melissa Satta, and German content creator Lena Mantler.
Details of the New Collection
Behind the campaign’s framework lies four years of technical innovation. The Aqua Terra 30mm collection features 12 distinct expressions, each imbued with its unique character. This includes five stainless steel models and variations in 18K Sedna™ Gold and 18K Moonshine™ Gold. The twelve references within this collection ensure that every woman finds a timepiece that reflects her unique personality.
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“To launch a new watch of this size, it was clear that in the Seamaster line, it should not be a quartz, and should not be a movement that does not have Master Chronometer certification. A small movement is more difficult than a big movement,” shared Aeschlimann. “Beauty is all about details and proportion. But the smaller you make it, the more difficult it will become in terms of movement.”
It took four years to develop, but the collection is powered by two new Master Chronometer movements, each 20mm in diameter and precisely engineered for the 30mm case. The Calibre 8750, measuring 3.98mm thick, drives the stainless steel and two-tone variations, while the Calibre 8751, at 4.08mm thick, powers the gold models. Both movements boast magnetic resistance up to 15,000 gauss and power reserves exceeding 48 hours.
Photos courtesy of Omega.
