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As summer heats up across the globe, OMEGA is bringing a cool wave of Seamaster style to some of the most exclusive coastal locations in the world with its Pop-Up Seamaster Boutiques.
In classic OMEGA style, the opening of the first seasonal boutique coincided with an elegant event in Mykonos, attended by screen stars George Clooney, Naomie Harris, Diego Boneta, Jesse Williams and Paul Wesley, musician Ninho, explorer Victor Vescovo and America’s Cup-winning sailors Blair Tuke and Peter Burling.
Throughout the season, three more pop-up boutiques have opened to the public, presenting an array of classic and new timepiece designs within an ocean-inspired setting.
It’s the perfect moment to highlight the heritage and current styles that make the Seamaster line so special. Four beautiful destinations, including Mykonos, Forte dei Marmi, Saint-Tropez, and San Diego, have been chosen to host the pop-up stores. As well as their strong connection to the sea, each one is renowned for the same luxury and refinement that matches the Seamaster spirit.
Inside the boutiques, OMEGA has brought the essence of the ocean to life, with hammered steel walls that symbolise the mirrored ripples of water, along with a trident-bearing Poseidon statue, made with alabaster-inspired materials.
Surrounding the statue is a selection of vintage Seamaster timepieces, including some of the most important diving designs, as well as eight new models from the Seamaster in Summer Blue collection. These watches are OMEGA’s highlight of the summer, introduced with a changing gradient of blue dials that reflect the Seamaster’s history of depth.
The same gradient effect has been used in the interior design of the pop-up boutiques, while the Poseidon motif can also be found on the commemorative caseback of each new watch. For visitors, this is a rare chance to view the Seamaster in its natural setting, connecting the designs of the past to those of today.
Positioned on one of the most chic islands in the Aegean, the Mykonos boutique can be found at 36 M Andronikou Street. The store was officially opened during OMEGA’s Seamaster celebrations on June 27, attended by media and celebrities. Outside the dedicated Seamaster room is a separate space which is adorned in pure white Mykonos style, creating a refreshed atmosphere in which to shop. In every detail, it’s a pop-up that beautifully blends with its authentic Greek surroundings.
Forte dei Marmi, Italy
Renowned for its beaches, sculptures, and classic Tuscan culture, Forte dei Marmi is an idyllic spot in the heart of a vibrant area overlooking the sea and protected by the mountains. A place where time flows between tranquil beach life and upbeat summer nights, and the ideal destination to celebrate the Seamaster. The pop-up boutique is housed at Via Spinetti 13/15, with a relaxing space for all who visit.
Think of the Côte d'Azur and you’ll think of Saint-Tropez. OMEGA has opened its pop-up Seamaster boutique in this stylish and artistic location at Boutique Frojo, traverse de la Garonne. With a small terrace out front, the upstairs space allows guests to drop by and discover the timepieces.
San Diego, USA
Pacific waters meet energetic city streets in San Diego. For OMEGA’s pop-up store, the brand has taken a space at the iconic La Valencia Hotel in the popular district of La Jolla. A grand and historic location to celebrate the Seamaster collection. Visitors can drop by at 1116 Prospect St, La Jolla.
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