Once again the official timekeeper of the Olympic Games, Omega is rolling out a program worthy of the event on February 6 in Milan, the other host city alongside Cortina d’Ampezzo. In addition to two exclusive timepieces, the prestigious watchmaker from the Swatch Group is offering an experiential pavilion showcasing the brand’s expertise and history.
When the epicenter of Italian fashion and the most exclusive of the transalpine ski resorts come together for the Olympic Games, it’s hard for luxury players to resist.
This is the case for Omega. Not content with having made its mark on the Paris 2024 event, notably with its pavilion, the official timekeeper of the Olympic Games for nearly a century will be back in action from February 6 to 22 for these Winter Games, which will be held in Lombardy (Milan, Livigno, Bormio), Veneto (Cortina d’Ampezzo, Verona), and Trentino-Alto Adige (Predazzo, Antholz-Anterselva, Tesero).
This time, the experience is set to be even more immersive with virtual reality sports simulations and activations based on artificial intelligence.
In addition to the Omega Pavilion, Milan, the capital of Lombardy, is preparing to host not only the torch ceremony but also the figure skating, ice hockey, short track speed skating, and speed skating events.
Stories of excellence
To set up its new event pavilion, Omega has set its sights on the elegant San Babila district of Milan, a stone’s throw from the iconic Duomo.
This temporary space, open from 10 a.m. to 10 p.m. throughout the Milan-Cortina Olympic Games and Paralympic Games (March 6-15), is intended to be “a unique destination where visitors can discover the union between sporting excellence, cutting-edge technology, and the Swiss heritage of luxury.”
The installation was inaugurated on February 5, the day before the opening of the Olympic Games, in the presence of Raynald Aeschlimann, CEO of Omega, Kirsty Coventry, President of the International Olympic Committee, and Alain Zobrist, Managing Director of Omega Timing.
From the start of the tour, visitors discover Omega’s historic trajectory as Olympic timekeeper since the 1932 Olympic Games. One area is entirely dedicated to the analysis of figure skating, where Omega’s advanced systems capture live data such as jump height, flight time, rotations, and landing speed.
“Visiting the Omega Pavilion is really the best way to understand our role as official timekeeper,” said Raynald Aeschlimann. He continued: “The visit allows you to immerse yourself in the heart of each sport and presents the technologies and processes that make every moment possible.”
Inside the pavilion, the experience becomes multisensory, featuring a virtual reality bobsleigh race simulation that allows visitors to feel the pace and intensity of a high-speed competition.
In addition, interactive zones based on artificial intelligence allow visitors to immerse themselves in dynamic sporting moments, generating personalized images and memories that can be shared on social media, recreating all the thrills of elite performances.
Precision instruments
Continuing this tradition of precision, performance, and innovation, Omega unveiled its official watch for the 2026 Winter Olympics over the past two weeks.
This exclusive Seamaster Diver 300M reveals unique details on both sides. The dial is made of white ceramic and covered with a laser-engraved frosted layer, embellished with a “26” motif inspired by the Milano Cortina 2026 emblem. Another significant detail is that when the case is turned over, a Milano Cortina 2026 emblem stamped in grade 5 titanium appears, forever linking this watch to the XXV Olympic Winter Games.
Omega’s tribute to athletic performance and luxury watchmaking continues with the Speedmaster 38 mm Milano Cortina 2026 Paralympics edition. The 38 mm polished stainless steel case is crowned with a dark blue ceramic bezel set with a bright white enamel tachymeter scale, a refined nod to the icy hues of the Winter Games. The dial has also been given careful attention, with a white lacquered base covered with a blue glaze and a delicate pattern that echoes the aforementioned Milano Cortina 2026 emblem.
Throughout the international sporting competition, Omega will be responsible for timing and data services for all 116 events, comprising eight sports and 16 disciplines.
Read also > How are luxury brands preparing for the 2026 Winter Olympics?
Featured photo: © Omega
