Omega has been the official timekeeper of the Olympics since 1932 and has increased its presence at each event. During the Paris 2024 Olympics, Omega’s branding has been omnipresent on equipment, starting blocks, scoreboards, and TV screens.

Less obvious to the public is the prevalence of Omega watches on the wrists of athlete ambassadors. While other brands appeared on some athletes, Omega’s watches dominated in Paris. Prominent athletes like Noah Lyles and wore personalized Omega watches during their events.

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Attentive viewers of the Paris Olympics may have spotted this watch on multiple occasions.

The Omega Seamaster Aqua Terra Ultra Light has been a standout, seen on the wrists of many winning athletes. Femke Bol, Lieke Klaver, Keely Hodgkinson, Yaroslava Mahuchikh, and Rai Benjamin all sported this watch during their gold medal performances. Even Mondo Duplantis, who broke his own world record, launched a new colorway for the watch.

The Aqua Terra Ultra Light, weighing just 55 grams, showcases Omega’s technical prowess with its extensive use of titanium, including a telescoping crown for comfort. Initially priced at $50,000, it puzzled many enthusiasts due to its high cost compared to other Aqua Terra models. However, the Olympics have highlighted its purpose as the “ultimate athlete’s watch.”

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The Ultra Light is Omega’s inaugural watch featuring a movement crafted from titanium.

The Ultra Light serves as a halo watch, positioning Omega as a performance luxury brand. It’s not expected to be purchased by the average consumer but aims to inspire them to buy other Omega models seen on athletes’ wrists.

Omega’s strategy of featuring the Ultra Light on top athletes boosts its brand image, even if the watch isn’t directly aiding athletic performance. The real impact lies in public perception, driving consumers to Omega dealers for models like the Aqua Terra, Seamaster Diver, or Speedmaster.