PARIS, Apr 29, 2002/ FW/ – OMEGA celebrates the worldwide launch of its new jewellery collection at the exclusive Théâtre National de Chaillot in Paris tonight.

The rebirth of OMEGA's jewellery business, which dates back to the 1950s, marks an important step for the brand and strengthens the prestige watchmaker's position in the women's luxury segment.

To celebrate this landmark event, OMEGA is bringing together for the first time all five of its female brand ambassadors: supermodel Cindy Crawford, who has been a partner of OMEGA since 1995, tennis stars Martina Hingis (see photo below) and Anna Kournikova, as well as Chinese supermodel Qi Qi and former Miss Thailand Sirinya Burbridge.

These superstars will join Mr N. G. Hayek, Chairman and CEO of the Swatch Group and OMEGA, Mrs Arlette Emch, President of DYB (Dress Your Body, the company responsible for all Swatch Group jewellery) and Mr Stephen Urquhart, President of OMEGA, for a press conference to unveil the new jewellery collection, the worldwide distribution strategy and the reasons behind the rebirth of OMEGA's jewellery business. At the same time, Omega will present exclusive jewellery pieces to each of the five ambassadors.

With the launch of its new Bijoux (jewellery) collection, OMEGA continues the heritage of its famous jewellery collections from the 1960s and 1970s. Thanks to the synergies available within OMEGA's parent company, the Swatch Group, OMEGA is today able to enter the jewellery market as part of a group-wide approach with the expert support of DYB - the Swatch Group subsidiary responsible for jewellery for all Swatch Group brands.

OMEGA's re-entrance in the jewellery market has been timed to capitalise on its current strong position in the ladies luxury segment. Over the past few years, sales of OMEGA ladies watches have more than doubled and now account for nearly half of the brand's total turnover.

However, even OMEGA's ambitious plans to open more Flagship Stores at prime shopping locations worldwide will not be sufficient to reach the target customer base for the OMEGA Bijoux.

In an initial phase, distribution is therefore extended to Swatch Group Tourbillon Stores, OMEGA showrooms and OMEGA stores worldwide, with the collection rolled out in around 20-25 outlets by the autumn of 2002. A final phase will see distribution extended on an extremely selective basis to preferential retail outlets that meet OMEGA's strict requirements.