Sofia Vergara Parties With Omega… Margiela Makes a Show out of Men’s…

Swiss watchmaker Omega is on a tear to take care of business before year end.

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SOFIA’S BIG O: Swiss watchmaker Omega is on a tear to take care of business before yearend. The company will open nine U.S. stores this month, and on Wednesday celebrated the soft opening of its only branded store in Los Angeles, at the Beverly Center, with Sofia Vergara. The rollout was timed to the launch of the Ladymatic collection, Omega’s first women’s-only collection with an in-house movement. The 20-piece line will be available in 40 of Omega’s 70 boutiques worldwide. “I have a whole collection of watches,” the Colombian actress gushed. “I always buy them as gifts for myself before I would buy a pair of earrings.” She said the brand is her teenage son’s favorite, “so now I don’t have to steal his watch and take out the links to wear it. I have my own.” Omega president Stephen Urquhart said he hoped the event was the beginning of a relationship with Vergara, as well as the birth of a classic watch. “We have international ambassadors like Nicole Kidman, but we like to have relationships with actresses in local markets, too. Sofia has the maturity and success that make her a very good choice. And we hope the Ladymatic will be around in 50 years. It’s not a fashion watch that’s here today and gone tomorrow.”

This story first appeared in the December 10, 2010 issue of WWD.  Subscribe Today.

WHITE STREAK: Lab coats probably do look better in motion. Quirky Paris fashion house Maison Martin Margiela has set Jan. 22 for its first men’s show during men’s fashion week in Paris. Margiela launched men’s wear in 1998.

ASPREY FOR ANGELINA: Angelina Jolie’s role in her latest film, “The Tourist,” which opens Friday, has turned into a jewelry-fest. In addition to wearing pieces designed and sourced by the jeweler Robert Procop, Jolie also wears jewelry and accessories from London luxury goods company Asprey. Her chic character, Elise Clifton-Ward, carries Asprey’s Mayfair and Regent clutch bags and also wears jewelry such as citrine and gold earrings; white gold, pearl and pavé diamond earrings, and a pearl necklace with a pavé diamond clasp. All of the Asprey pieces that Jolie wears in the film will be sold at the brand’s Bond Street flagship, while a selection of the pieces will be sold in Asprey stores globally.

LOOKING BACK: Luxury retailer Joyce feted its 40th anniversary retrospective exhibition in Hong Kong Wednesday night, drawing a bevy of local celebrities as well as Joyce’s top executive Andrew Keith and blogger Diane Pernet. The show, “A Journey in Fashion,” includes documents and film footage from the retailer’s archives as well as pieces from 55 fashion houses. There is also a string of taped interviews with designers like Dries Van Noten, Ann Demeulemeester, Yohji Yamamoto and Alber Elbaz. The exhibition runs until Dec. 31 at Hong Kong’s Museum of Medical Sciences before decamping to Shanghai’s Rock Bund in January. Joyce’s “Journey” will finish its tour in Europe, where it will be unveiled during Paris Fashion Week at the Palais Royal.

HELPING OUT: Italian monuments have certainly been garnering a lot of attention from the fashion world lately. Following Diego Della Valle’s offer to restore the Colosseum in Rome last week, Prada said Thursday that on occasion of the recent September boutique opening in Bologna, it will help to fund the restoration of a number of the city’s relics. On the list are four 18th-century statues from the Academy of Fine Arts and three arches of the Palazzo dell’Archiginnasio, a 17th-century building that now houses one of the largest libraries in the area. The maison, in collaboration with a nonprofit organization and a local council both dedicated to the preservation of national heritage, will present the project at the Archiginnasio on Dec. 14. Work is expected to be completed by the end of June.

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