WWD: If the Speedmaster print ad is intended to convey an appeal to subconscious desires, how so?

S.U.: In this era of more negative than positive news, a strong message that stimulates an emotional response is a definite plus. The ads don’t only attempt to appeal to subconscious desires, but also to remind ourselves of what can be accomplished when we unite behind common goals. One of Omega’s defining values is our pioneering spirit, and there is no better common expression of this ideal than the lunar landings.

WWD: What was the Speedmaster campaign’s genesis?

S.U.: There is no doubt that the 40th anniversary of the first lunar landing attracted more attention than any of the previous ones. There seems to be a renewed interest in piloted space travel to the moon and beyond. Our campaign was organized around the Apollo 11 landing. In addition to the print ads, we also organized events with Buzz Aldrin in a number of major cities around the world. Although July has passed, there is no reason that its message can’t remain current and relevant throughout the year and beyond. For Omega, it marked more than just an anniversary—it underscored our participation in one of the greatest achievements in the 20th century.

WWD: Has Omega done any other marketing campaigns or ads that are aimed at people’s subconscious desires, or does it have plans to? What do you think of such an approach?

S.U.: Ideally, all marketing campaigns should reach people’s subconscious desires. It’s not always possible to do. We just launched a new campaign in the world’s leading newspapers celebrating 10 years since the release of our Co-Axial technology, which has been a breakthrough in watchmaking. We have used our brand ambassadors in the campaign to deliver the message, and their participation means that the ads should therefore work on a subconscious level.

WWD: What are Omega’s marketing campaign plans through year-end?

S.U.: The marketing campaign in the first half of this year was focused on the 40th anniversary of the Apollo 11 landing; the second half will be based on the Co-Axial campaign and focuses on our [watch escapement] technology. We will continue to build other campaigns around our core messages of innovative technology, international sports timekeeping, and our pioneering spirit.