SWISS watchmaker Omega has opened up a pop-up store in London’s Selfridges, providing guests a unique and enticing experience inspired by the Olympic Games commencing at the end of this month.
The shop will take over Selfridges Corner Shop and will see a reimagination of an Olympic swimming pool. Bringing the festivities of the Paris games to London, the store celebrates Omega’s title as the Official Timekeeper for the upcoming event.
The pop-up will be available for all to visit between the 17th of July and the 8th of August.
The Corner Shop, Selfridges
All those who walk past the department store’s Oxford Street window will be met with an illusion of the shop submerged beneath the water, plunging into the deep end of the Olympic Games swimming pool.
Additionally, Omega has added to the display, their esteemed swimming touchpads developed in 1967, which give swimmers the freedom to stop their own time.
The Corner Shop, Selfridges
Omega’s starting blocks, starting gun, computer vision camera and touchpads will all be exhibited as a reflection of the brand’s innovative spirit and precise nature.
The Corner Shop, Selfridges
Adorning the background walls will be timekeeping videos, live streams of the Olympic Games and highlights from the brand’s timekeeping role for the famous event since 1932.
Omega’s watch collections will also be on display for visitors to observe with the Seamaster and Speedmaster — including the new Olympic Games Paris 2024 editions — on show.
The Corner Shop, Selfridges
Omega’s partnership with The Corner Shop demonstrates the esteemed watchmaker’s commitment to continuous technological innovation and its capacity to champion all who dare to dream.
“We’re extremely proud of our timekeeping legacy and the technological innovations we have introduced to ensure precise results. As we prepare for the event in Paris, it’s wonderful to see our achievements in aquatic sports celebrated in such style, and in a city that hosted its own hugely successful Olympic Games.” — Raynald Aeschlimann, President, and CEO of Omega
by Nicole Pereira