Watches

Take a Look Inside Omega’s New Museum in Switzerland

WatchesOct 25, 2019

Take a Look Inside Omega’s New Museum in Switzerland

The new space in Biel/Bienne is dedicated to telling the watch brand's story. 

20191022_Omega-header.jpg
Omega’s new museum outlines the watch brand’s history with immersive movies, showcases and interactive experiences.

Biel/Bienne, Switzerland—Omega has a new home in Switzerland dedicated to telling its story.

The brand opened its original museum in 1983, making it the first to be dedicated to a single Swiss watchmaker, but “given the length and depth of the brand’s legacy,” a new museum was eventually required, the brand said in an announcement.

Now, it has debuted a new museum at “La Cite du Temps,” the Swatch Group/Omega headquarters located in Biel/Bienne, Switzerland that recently opened after five years of construction.

Located in a light-filled building designed by well-known Japanese architect Shigeru Ban, the new museum tells the brand’s story through immersive movies, showcases and interactive experiences.

The visit starts with a walk across the world—a large world map on the floor embedded with digital screens feature the current times at locations across the globe.

Before moving on, guests take a trip back in time with Omega’s “History of Time” immersive, 360-degree video that tracks the path of humankind’s journey to precision, from the first clocks to modern movements.

To celebrate its status as the official timekeeper of the Olympic Games, visitors can channel their inner Olympian on a 9-meter running track equipped with authentic timekeeping technology like starting blocks and red electronic starting pistol.

Guests who take part also will receive a print-out of their photo finish, captured by the brand’s Scan’O’Vision Myria camera, which can record up to 10,000 digital images a second.

The new museum also has a “Her Time” exhibition, detailing the evolution of the brand’s watches for women, from early Lépine pendants and the iconic Ladymatic to “secret jewelry watches” and its most recent creations.

Next in line for visitors is a spot for them to explore Omega’s long connection with space exploration and moon landings.




The area, seen above, features a lunar surface and Lunar Rover, as well as videos, photos, NASA technology and the many versions of Omega’s “Moonwatch;” qualified by NASA for space flight in 1965, the Speedmaster was the fist watch worn on the moon.

It also highlights other exciting adventures in which the brand has played a part: on the wrist of 007.

Omega has been present in every James Bond mission since 1995’s “GoldenEye,” not only complementing the spy’s style but also helping him with a number of fictional life-saving functions.

Visitors also can journey into the movement of a watch with a giant walk-in Speedmaster
that regularly screens an animated film delving into the inner workings of the brand’s famed Co-Axial Escapement.

To top things off, Omega offers a look at its long history through a 50-meter steel bracelet display featuring 64 windows.

In addition to the permanent exhibitions in the new museum, the venue also set aside a place to display Omega’s latest creations and achievements.

Coinciding with the opening of the new museum, Omega created a dedicated Instagram account, @OmegaMuseum, and hashtag, #OmegaMuseum.

It also upgraded its “Extract from the Archives” service—in which a customer sends them the reference and serial number of their watch and Omega sends back information they have on said watch—which is now available online.

WATCH: A Sneak Peek of Omega’s New Museum
Brecken Branstratoris the senior editor, gemstones at National Jeweler, covering sourcing, pricing and other developments in the colored stone sector.

The Latest

The Story of Everything Campaign, Toadstool Mushroom and Cosmic Egg
CollectionsJun 30, 2025
State Property’s New Jewelry Tells ‘The Story of Everything’

Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.

Smart Age Solutions CEO Emmanuel Raheb
ColumnistsJun 30, 2025
The Smart Lab: Why Q3 Is the Secret Weapon For Holiday Jewelry Sales

The best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.

Morgan Keefe
Events & AwardsJun 30, 2025
AGA Names Recipient of 2025 Gemological Education Scholarship

This year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

The Jewelry Book
IndependentsJun 30, 2025
Melanie Grant’s New Book Explores 200 Years of Jewelry

“The Jewelry Book” comes out this September.

Weekly QuizJun 26, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Gemist
TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech Platform

The company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.

Jeff Preolo, David Stout, Levi Higgs, David Benavides
IndependentsJun 27, 2025
David Webb Announces New Hires, Promotions

Following its recent acquisition, the storied brand has updated its leadership team and regional managers.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Blake Graham and Jessica Kohoutek
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner

AGS also named the recipient of its “Women in Leadership” scholarship.

Buddha Mama Monstera Ring
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap Ring

The 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.

Cashier handing Rocksbox bag to customer
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers Downsizes

Rocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.

Penny Ruston
IndependentsJun 26, 2025
Penny Ruston Dies at 80

The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.

Stock image of woman shopping
SurveysJun 26, 2025
After Recovering in May, Consumer Confidence Dips in June

The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.

Sorellina Playlist: Electric Dreams Campaign
CollectionsJun 26, 2025
Jam Out With Sorellina’s Jimi Hendrix-Inspired Jewels

The “Playlist: Electric Dreams” collection brings lyrics from the musician’s song, “Little Wing,” to life through fine jewelry.

The Jewelry Symposium event
Events & AwardsJun 26, 2025
The Jewelry Symposium Is Looking for Speakers for 2026 Event

The event is set for May 16-19 in Detroit, Michigan.

Exterior of Marissa Collections’ new store in Nantucket, Massachusetts
IndependentsJun 25, 2025
Marissa Collections Opens in Nantucket as Legal Fight Continues

The Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.

Counterfeit Cartier “Juste Un Clou” bracelet
CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef Jewelry

Agents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.

Karine Choudhrie Big Splash Circus Starfish and Lantern Fish
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus Performers

The designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.

Jewelers of America
Events & AwardsJun 25, 2025
JA Announces Impact Initiative Fund Recipients

The trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.

John Dyer Montana Sun Sapphire
SourcingJun 25, 2025
2025 AGTA Spectrum Awards Open for Entries

The organization has also announced this year’s slate of judges.

Khepri Jewels Luna collection fancy color fringe multi-shape drop diamond earrings
EditorsJun 24, 2025
The Best New Jewelry from Couture 2025, Part 2

Associate Editor Natalie Francisco shares 20 additional pieces that stood out to her at the Couture show.

Lori Tucker
IndependentsJun 24, 2025
Colorado Bench Jeweler Celebrates 50 Years With Local Retailer

Lori Tucker started at Williams Jewelers when she was 18 years old.

XO Tacori diamond ring
MajorsJun 24, 2025
Tacori, QVC to Launch Exclusive Lab-Grown Diamond Jewelry Collection

The “XO Tacori” collection was designed to blend luxury and accessible pricing.

Pritesh Patel
GradingJun 23, 2025
GIA Names New President and CEO

Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.

Graphic for Las Vegas recap episode of “My Next Question”
Recorded WebinarsJun 23, 2025
Watch: Top Trends at Couture, JCK Las Vegas 2025

National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.

Luanda Accord
SourcingJun 23, 2025
Diamond Producers, Organizations to Kick in Money to Promote Natural Diamonds

Signatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.

Penny Preville, Maggie Hess, Stella Song, and Benjamin King
Events & AwardsJun 23, 2025
Jose Hess Design Awards Celebrate 6 Jewelry Designers

The winning designs captured the “Radiance” theme.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy