Two Generations, One Choice
In 2017, Omega redefined its partnership with Cindy Crawford by featuring her entire family in a campaign that bridged two generations, appealing to both classic and contemporary audiences. With this campaign, we aimed to introduce Omega’s latest timepieces to a younger, style-conscious demographic without compromising the brand’s timeless elegance.
Photographed by Peter Lindbergh, the campaign embraced his signature mastery of natural light and black-and-white imagery. Shot in Malibu, the visuals radiated cinematic beauty and intimacy, portraying the Gerber family with effortless grace and reflecting Omega’s seamless blend of heritage and modernity.
The campaign unfolded across four sub-campaigns (as shown in spreads from The Family Edition of Omega’s brand magazine, Omega Lifetime) as part of the behind-the-scenes campaign introduction featuring the entire Gerber family.
One of the highlights among the sub-campaigns was the 360° launch of Omega’s Tresor Collection, spotlighting Cindy’s daughter, Kaia Gerber. As a leading model of her generation, Kaia embodied the collection’s sleek, modern elegance. Her youthful energy complemented Omega’s rich legacy, positioning the brand at the intersection of tradition and innovation.
