Model Family: Kaia and Presley Gerber Join Cindy Crawford at Omega
The watch brand timed the announcement of its new ambassadors with the opening of its "Her Time" exhibition in Paris.
What's a little rainstorm when modeling's hottest family is expected to appear?
Omega's party to kick off its "Her Time" exhibition in the courtyard of the Hotel de Sully briefly looked in peril thanks to a sudden Parisian downpour. But guests gamely withstood the weather for the chance to welcome the watch brand's newest ambassadors, who also happen to be related to its most enduring celebrity relationship: Kaia and Presley Gerber, daughter and son of Cindy Crawford and Rande Gerber. This was the quartet’s first onstage appearance together since Kaia and Presley were announced earlier in the week as the latest additions to the Omega roster. "Now I can retire," Rande joked of his in-demand family.
Crawford has been an Omega ambassador since 1995 — "longer than I’ve been married," she pointed out — and said the relationship was "like a marriage: When we first met, it was like we were dating; we really liked each other and decided to have a longer relationship." Twenty-two years later, it’s a marriage that’s still going strong. "I’ve done so many incredible things with Omega,” she added. “They also allowed me to grow up: When I started with Omega, I was in my 20s, and they’ve enabled me to appreciate the woman I’ve become today."
Over the years, Kaia and Presley often accompanied their mom on various Omega trips — to the Olympics in Beijing and Vancouver, for example, as the watch brand serves as the Games' official timekeeper. Adding 16-year-old Kaia and 18-year-old Presley as brand ambassadors, therefore, felt wholly natural, said Raynald Aeschlimann, Omega's president and CEO. "Cindy is very special to us, so we already considered her entire family as part of our family," he told Pret-a-Reporter. "We already believed it, and tonight was just about making it official."
"Her Time," which explores Omega’s history in women’s watches since 1902, has previously been presented in Moscow, Sydney, Shanghai and points beyond. Now open to the public at the Hotel de Sully through Oct. 15, the exhibition’s debut in the midst of Paris Fashion Week seemed tailor-made for spotlighting a new generation. And who better than Kaia, whose appearance on a variety of the spring 2018 runways has been one of the season's most-talked-about stories?
"In the U.S., Omega has always been thought of as more of a men’s brand; Cindy has always been one of the more iconic elements of the brand, but especially more in Asia," Aeschlimann noted. "With Cindy and Kaia together, we believe we can reach a better market share in the U.S. — people can better understand that Omega is a ladies’ watch, too, and not just a small size of a man’s watch."
To commemorate the new relationship, Omega capped the night by unveiling a pair of photos by Peter Lindbergh, who photographed the family earlier this year in Malibu (Omega timepieces are, of course, prominently featured on each family member's wrist, including the watch Presley received for his high-school graduation).
"If you look at the result, it’s just stunning," Aeschlimann said. "Peter had a good feeling for what we wanted to show. Of course, he has created some of Cindy's most beautiful images over the years. He knows what we know [about Cindy]. He didn’t have to discover the perfect moment. It was already there."