English Version | The 5th Element

05 May 2023
By Vogue Portugal

Water, Earth, Fire, Air… and Time. If the first four are essential to life, perhaps time is essential to pleasure?

Water, Earth, Fire, Air… and Time. If the first four are essential to life, perhaps time is essential to pleasure?

Time is money. Time is a luxury. But isn't time actually a plaything of hedonism? After all, the time you want is the one you enjoy, not the one you waste; the time when you have pleasure, not the one that is synonymous with monotony. The time to prolong that carpe diem feeling without keeping track of the hours on your cell phone, the time you don't even notice passing by. The time it takes, the time that seems to fly by when you're having fun, the time you feel in the rhythmic beat of the second, minute, and hour hands. The time that doesn't make you look at the clock - even though there are watches that beg you to look at them.

One such specimen would certainly be Omega's latest Aqua Terra Shades range, which stems from the iconic Seamaster Aqua Terra, launched in 2002, now presented in 10 new shades (to which two versions in 18k gold are added), in a diversity that wants to reflect the versatile personalities that a man and a woman can have throughout the day, the week, the year, in the multiplicity of situations that your daily life requires. Available in two sizes - 34 mm and 38 mm -, the Swiss brand's novelty doesn’t deny the origins of the emblematic model, whose genesis is inseparable from the brand's oceanic heritage and the spirit of the legendary Seamaster, known for being reliable both at sea and land (hence, the name of the model). The tribute doesn't end there: the range of colors reflects the model's name as the new Pantones are also a tribute to this legacy, inspired by marine and terrestrial tones. Therefore, the 38 mm option starts with Atlantic Blue, Bay Green, Sandstone, Saffron, and ends with Terracotta, symbolizing this beginning in the water and anchoring on dry land. The 34 mm version comes out for spring in Sea Blue, Lagoon Green, Sandstone, Shell Pink, and Lavender, imitating the maritime origin, but evolving into floral tones.

To enforce the campaign slogan, Every Shade of You, the house recruited ambassadors who reflect not only this claim, but also Omega's values. “There's a classic innovation and restraint that I appreciate, even in my own style. As much as we love fashion, I like to keep things simple and beautiful. Well made, beautiful colors. Omega is a brand that really cares about quality and really cares about the craftsmanship. And even if they find really fun ways to diversify, change and try new things, they keep the classic too. I truly appreciate it”, explains Zoë Kravitz about her relationship with the brand. She’s the latest addition to the list of ambassadors that includes Eddie Redmayne, but also veterans like Cindy Crawford, George Clooney, Nicole Kidman and Daniel Craig, as well as other emblematic references that Kravitz lists as arguments of appeal for the house: “I have been lucky enough to work with all these iconic brands that I grew to love. Omega is associated with landing on the moon, with James Bond, all these emblematic references. In fact, it's hard for me to believe that I'm associated with a brand that has been around for so long and that people take so seriously. And they take their work seriously. I also got to meet wonderful people who work for the brand. They are very approachable and, like all the brands I work with, they have always encouraged me to be who I am. They don't want to try to change me or try to sell me something. It feels very organic and very honest, which makes everything easier.” A feeling that the brand shares when selecting the faces that will perpetuate and embody the philosophy of the house. According to CEO Raynald Aeschlimann, the criteria that guide the welcome of a new name to Omega's circle of friends have little to do with being the top, number one, number of followers, but rather with their personality, empathy, in short, a reflection of what they represent - and with whom it is a pleasure to deal. Also because, like the watches they create, the relationship with these actors and artists is forever: “Once they enter the family, they stay in the family”, says Aeschlimann. “There continues to be a credibility attached not only to the brand, but also to the ambassadors we work with. It's not a seasonal thing.” A premise that Omega products share: investing in their watches is not acquiring a watch, but an inheritance. “I would love for us to have this fashion rhythm, but we are not a luxury accessory. Yes, we are in luxury, just look at these colors, Omega has this magic of being able to be within the trend or create the trend, I would say, but we are not like that, a brand that changes every six months”, explains the CEO. In London, we were talking about an advertisement from the 1930s, included in the brand's exhibition entitled Her Time, which read the claim L'Heure exacte pour la vie [The right time for life]. “We are not just another accessory and our service life is longer too. This is also why we are inspirational. We inspire people who sometimes only come two or three years later. ‘Now is the time to have the watch’”, explains the businessman, portraying someone who has just conquered a step when buying an Omega. “Because this is probably, at some point, one of the biggest investments of their lives. So we worked on that inspiration. It's a long work. And you have to be consistent. And very continuous in what you do. I always say to my team: “Guys, we work for the long term”. Perhaps, when I have no more teeth, one of the people reading this article will buy an Omega. MoonSwatch, for example, let's talk about Moonswatch: it's a celebration of Swatch for us. Nothing else, it's Swatch. But I think it's amazing to have young people, or a little older, waiting to buy a 250 euro watch. I think that luxury is also creating desire. And “pour la vie”, that's a little different, and it's not just because I love selling watches – but sometimes, it's about a first moment. When I was in Copenhagen, for a store opening, a young man came with a MoonSwatch because he really had to come and see our watches. It's about that first moment, you know? That's a sign that our watches mean something to people. That's why, the moment you put them on your wrist, you start your destiny, you start the story. L’heure pour la vie was already a very important message, but much more linked to the moment when you manage to have it forever, because you also have to wait a little to invest.”

Time, therefore, is not just something that the pieces of the Swiss house contain, it is also something that they enjoy, especially this time that is the fifth element of pleasure: life time that has no deadline, the right time to acquire one of these emblematic models, time that lasts in the quality of its components and in the timelessness of its design. Something that did not go unnoticed by the ambassador of the house. “I think their dedication to craftsmanship” was what most attracted her to the brand, confesses the American actress. “I think they really take pride in what they do. And I think brand craftsmanship comes first and everything else comes second. But it's such a beautiful, ancient tradition, and they're the best at it. Also its ability to evolve while maintaining what is classic. (…) Just staying true to what the brand is and at the same time learning to play and grow and try new things.” One of the novelty things, at least for the actress, would be maybe sticking to schedules, as she says “I'm horrible with time. I set my house clocks to 10 minutes later. That helps for a while, but then you start thinking, oh I’m 10 minutes early, okay. Then it stops working. So no, I'm not good with time management at all." Which doesn't mean she doesn't appreciate it, especially as a woman. “Women often feel like they have to do it all. I think sometimes we feel selfish about taking time for ourselves. Whether you have a full-time job, are a mom, or are doing both, I feel like we've just been tricked into feeling bad about relaxing and indulging. I always try to remind my friends and myself that it's absolutely okay to take that time, ask for it, demand that time. We are afraid of being perceived as difficult, too. But I think we know what's best for us. It is important that we honor that.” 

It is also important that we prioritize time - quality and pleasure time above all else. That's why she doesn't hesitate to answer what indulgence she'd spend that extra time on if she could: “Time with my family. We all live in different places, we are all very busy. We see each other a few times a year, on holidays and stuff like that. But life is short. I just want to spend more time with the people I love.” Time without looking at the clock, or rather, cell phone. In her approach to her Aqua Terra among other Omega models, she makes no distinction between whether she uses them as accessories or as a time machine, she just appreciates the extra analogue time: “I try not to use phones at mealtime. I really make an effort and don't even put it on the table. I try to keep it in my wallet. And check if needed. But we all got used to it being okay to pick it up in the middle of a conversation. It ruins the vibe”, she admis, adding that “I think a watch is like taking a position nowadays. It's not a necessity like it used to be, but anything that keeps us from looking at our smartphones, even for a moment, is a good thing. Knowing the time is something we all need. And it would be great if we didn't have to pick up our cell phone to do so. Sometimes I pick it up to check the time and the next thing I know I'm shopping or I'm on Instagram and all I wanted to know was the time. So I think it's really wonderful not to have to use it for that. And on top of that they are beautiful. They are beautiful pieces of jewelry. The craftsmanship is really impressive and beautiful. I would prefer it to a cell phone without hesitation”. A choice made easy with this new color offering, one that lives up to the idea that there is a tone for each of your “self”, when it comes to style: “I love all colors. I think if it was how I wanted it, I would have them all to choose from. I think there are times when you feel like one color and others like another. I love fashion. I think it's a form of self-expression. I think it's a beautiful art form. And I think it should be playful. It shouldn't be taken too seriously. Not that the effort that goes into fashion isn't serious, but it's something that people should have fun with. Also, I like to feel comfortable. I like to be realistic. I live in New York, I move around, I don't want to choose fashion over comfort. Maybe on a red carpet, but in my life I don't do that. I think it's important to be comfortable with your skin and clothes. That should come first and everything else comes second.” This underlining of identity is something that is not strange to Zoë: known for her unrivaled way of dressing, the artist is a constant inspiration for any wardrobe, whatever the way of dressing of those who “copy” her, since her choices are so eclectic. She balances masculine and feminine like no one else: “It seems honest to me for who I am. I don't know if this is something for everyone. I think some people are much more feminine and others are much more masculine. I've always been like that, in fact, feminine clothes and colors appeal to me, and then really masculine and baggy clothes, because sometimes I like to hide under clothes. But I think this is really just a personal thing. It's just my personality, and I try to dress the way I feel.” Perhaps for this reason, and despite the fact that it is subliminally assumed that the smaller Aqua Terra versions will be feminino (although the brand does not officially make this gender distinction), Kravitz is an advocate of choosing the model that you like the most, and it doesn't necessarily have to be the smallest, being a woman: “Big Watch Energy? I'm in". The opposite also seems ok to her: “It's ok if a man wears a small watch (laughs). It means nothing more than that.” The only thing that means is that one gave in to one’s desires and bought the model that gives them the most pleasure. And after all, isn't that more or less what hedonism calls for? Mainly, if it is an investment for life - ours and that of future generations.

Originally translated from Vogue Portugal's The Pleasure Issue, published may 2023.Full stories and credits on the print issue.

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