
Feminist Movements
Omega’s new Aqua Terra ladies’ watch is no token gesture: a commitment to women’s horology is part of the brand’s heritage.
Taken out of context, Omega’s decision to release a new women’s watch line—a female-focused evolution of its best-selling Seamaster Aqua Terra—would appear in lockstep with the industry’s overall trend toward more considered products for the ladies. After all, catering to women in this male-dominated space is not just a good look, it’s good business.
But make no mistake, the Aqua Terra 30MM is not an attempt to jump on the bandwagon (a 2024 report by Deloitte stated that women remain “underrepresented and insufficiently targetted by the industry, meaning there is untapped potential for growth”). Rather, it’s a genuine extension of Omega heritage. In 1902, the brand introduced wristwatches designed exclusively for women, a progressive step in an era when all eyes were on the guys. And throughout the last century, Omega has consistently innovated, introducing the 1970 Constellation—designed for a woman by a woman—which was on display, among other groundbreaking female designs, at the brand’s roving “Her Time” exhibition in 2022.

The Aqua Terra, per its name, clocks in at a sporty-chic 30 mm case size. In total, there are 12 new references for this one watch, including five stainless steel models, the remainder offered in precious metals—the brand’s proprietary 18K Sedna Gold (rose-ish), 18K Moonshine Gold (yellow) or two-tone. Dial colours vary by metal in several shades (white, gold, silver, purple, blue, black).
But as handsome as these watches appear, Omega made a promise decades ago to “make women’s watches that work as beautifully as they look”, and this is where the impact of the new Aqua Terra 30MM is most profoundly felt. Because, although many contemporary watch brands are working harder to provide more inclusive product offerings, most “ladies” pieces are still powered by quartz (a.k.a. battery) movements. Without getting into the mechanics and politics of what exactly that means, just know that quartz, however efficient and affordable, is widely regarded as the inferior way to keep a watch moving.
Tucked within the stainless-steel Aqua Terra 30MM are the Omega Co-Axial Master Chronometer Calibre 8750, and Calibre 8751 for the models in the precious metals—two new extremely accurate movements that do not break the bank [prices TBC]. The “Co-Axial” here refers to the historic coaxial escapement, created by legendary watchmaker George Daniels in the 1970s, which reduces internal friction within a movement, significantly upgrading timekeeping accuracy.

Would Omega skimp for the ladies? How dare you even think that. Built into the teeny-tiny Aqua Terra movements is everything you’d expect from the men’s offerings, down to the depth and magnetic ratings (useful for a jaunt into space with Blue Origin). To celebrate this, Omega has enlisted the help of six accomplished women from music, fashion, stage and cinema for a campaign explicitly centred on the movement itself. If you can get past the coquettish “shh” poses modelled by the talent, you will realise that the “secret” in the “What’s Your Secret?” tagline refers to the mechanics of the watch, visible through an exhibition caseback.
“The most beautiful part of the watch is the one you cannot immediately see,” says Raynald Aeschlimann, president and CEO of Omega. “Our new calibres represent Omega’s highest expression of engineering, hidden within, yet defining, the watch’s essence.”
However fluffy this language reads to you, it marks a deep push forward for women’s watchmaking at the brand and the industry at large. By focusing on the interior mechanics of the watch, a precedent is being set, encouraging women to peek under the hood and understand what’s been preached to us in self-esteem-oriented marketing for most of our lives: true beauty lies on the inside.
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