By  on November 11, 2009

With some people, particularly young adults and teens, no longer wearing a watch — instead checking the time on their iPhones, BlackBerrys or other digital pals — Omega has been marketing the thrill of adventure and pioneering spirit it envisions in its luxury timepieces.

In the spring and summer, Omega ads associated the Speedmaster watch it introduced in 1957 with the Apollo 11 astronauts who wore it 40 years ago while taking man’s first walk on the lunar surface and President John F. Kennedy’s goal “to go to the moon.” The idea was for feelings of pioneering adventure to rub off on the brand and its customers, said Stephen Urquhart, president and chief executive officer of Omega.

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