Say What! Omega Launched a Pop-Up Boutique that Doesn’t Sell Watches

On March 1st, everyone’s favourite Swiss watchmaker Omega launched its newest exclusive Parisian pop-up boutique with one crucial caveat: This store doesn’t sell watches.

Take a walk down Paris’ Rue Debelleyme, and you’ll come across an Omega store that is quite unlike any other. In fact, the concept is the first of its kind in the world and is 100% focused on the brand’s colourful and diverse selection of Nato straps.

The main window features a spectacular moving display of Omega Nato straps, showing you exactly what is on offer. There are no staff members. No customer service. Not even a door. Instead, the boutique provides a digital screen, allowing you to scroll through the many different options that are available. Once you have made your choice, you pay via phone and have the new Nato strap delivered straight to your door.

omega watch with nato strap

Throughout its six months stay in Paris, Omega will celebrate a range of different brand themes, with alternating displays and products on offer. Some of the straps will be offered for the launch of the new “Country Flag” collection with 18 individual options inspired by your favourite destinations around the globe. The current collection will include many popular styles, such as Nato straps in brown leather and those in striped nylon fabric.

One unique part of this pop-up boutique experience, is the chance to have your Nato strap customised. Straps with leather keepers can be embossed with a name or wording, meaning that you’ll get a one-of-a-kind strap with a very personal touch.

omega watch with nato leather strap

Presley Gerber, one of Omega’s newest brand ambassadors, was in Paris to open the new Nato boutique. To celebrate the partnership, Omega and Gerber developed an exclusive “Presley Gerber” Nato strap, which is only available through the Nato boutique. The black denim and leather strap includes a stainless steel buckle and features the word “Presley” embossed on the underside.

The Omega Nato Strap Pop-Up Boutique is open now at 11 Rue Debelleyme in the 3rd arrondissement of Paris. Anyone wanting to try a new look for their watch, or simply experience a new way to shop, should drop by. Unless you want a new Omega watch that is.

In other recent watch news, the Navitimer 8 breathes new life into the world of horology. Plus we sit down with Zaim Kamal, the creative force behind Montblanc.

Check it out

omega watch with nato black strap

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