It's a win-win. OMEGA's brand values are all about it being the watch of choice for pioneers and explorers. This is a great way to reinforce their brand in an authentic way. What's Rolex doing, golf tournaments?

I kind of thought watches are dead. But granted, if you are an explorer, you might not have the opportunity to charge your iPhone, so a watch might be of use.

And of course there are deep sea divers, which still rely on mechanic (aut-windup) watches. Mostly Rolex.

There's a reason for that: If you dive in 60 metres depth, or deeper and your dive computer -, or watch battery conks out you're dead.

I don't think anyone in OMEGA's target market believes watches are dead. Maybe Casio and Timex need to worry.

And of course, an automatic movement never runs out of power as long as you're wearing it.

And tennis.

In tennis now Rolex has been completely eclipsed by Richard Mille, which I'd guess most people hadn't even heard of until Rafael Nadal started wearing one. Their brand is really taking a beating now, it can't be helped by Wiley writing songs about it. Be interesting to see what they do to dig themselves out of this hole.