ON TIME: Anyone wanting to guarantee a good turnout can take a cue from Omega and offer to give the local food bank $100 for every party guest who shows up.

The largesse attracted a prompt, overflow crowd to celebrate Omega’s 27th U.S. store Tuesday evening at NorthPark Center in Dallas. “We try to not just to sell a watch but to sell a message,” said Omega president Stephen Urquhart. Key North Texas Food Bank fund-raisers including Katherine Perot Reeves, Kim Whitman, Natalie Chu and Elizabeth Showers were decked in Omega watches for the fete and following dinner at Abacus.

Building sales at the new store and upcoming units in San Antonio and Orlando, Fla., will take time, Uquhart said, but he’s optimistic since people recognize the brand and women are showing greater interest in timepiece technology. “I hear ladies talking about the movement of a watch, which 10 years ago was unthinkable,” Uquhart said. “I think the U.S. market is looking up a little bit. People want to be happy again, and to buy a watch makes you happy.”

Omega bestsellers include the Constellation, the Ladymatic and the sporty Seamaster seen in James Bond films since 1995.

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