We interrupt your horologically serious Baselworld feed to bring you the First Family of Omega, whose inauguration at Paris Fashion Week last September you might have missed. In shades of the Kennedys and Camelot, the Gerbers glow with the promise of the youthful new world, familiar yet glamorous, with everything ahead of them.
You know Kaia, offspring of American proto-supermodel Cindy Crawford. Presley, Omega’s man of the hour, is her brother. Crawford’s husband and Kaia and Presley’s father is Rande Gerber, himself a former model, and entertainment entrepreneur and tequila millionaire (partner: George Clooney). All four are are Omega ambassadors, and Crawford, now a scarcely believable 52 years old, is the brand’s longest-serving. So, like in Goldilocks, among grizzled(ish) papa bear, savvy mama bear and genetically-gifted baby bears, there’s an Omega influencer who’s just right for you.
Congrats to the Mad Man who signed Crawford for Omega for his foresight or sheer dumb-ass luck; we always knew she had the best business chops of the first cohort of global supermodels (Linda, Elle, Naomi, et al) but she’s also the gift who keeps on giving for the brand.
Presley is being primed as an uber influencer and has been matched with the Railmaster, the most vintage and nostalgic of the reissued Omega triumvirate with the Speedmaster and Seamaster, and a counterpoint to Presley’s fresh and immaculate touch-screen appeal. The updated Railmaster similarly trades on this history for its texture and backstory, being juxtaposed with ironhorse imagery, all soft-glam lighting. The Railmaster model range is par for the Omega course: a very slickly engineered watch with a stand-out tech highlight (antimagnetic to an overachieving 15,000 gauss) and available in aesthetic combinations to suit clearly identified target markets. Here's an insight into the psyche of the generation that every brand wants to court.
What’s the best fashion or career advice you’ve had from your Mom?
Presley Gerber: From my mom, best career advice? Don't do it unless you want to, because if you do it and don't want to it's going to turn out not very good.
You’ve been both a model and a photographer. Which do you prefer? And how does social media help you express your creativity?
I can't actually say I prefer either, I think it totally depends. I feel that both are equally as fun for me. They both have so much opportunity and you can kind of explore your mind with everything. So both are great and I can't choose one. As far as social media helps, yeah, you can throw anything you take - or that picture of you- and put it on.
How does a watch help you express your personal style? Do you think a watch is still relevant for young men?
I absolutely think a watch is still relevant for young men. I think, for guys at least, I don't wear a lot of jewellery, but a watch I typically will have one, not just to tell the time obviously, I have a passion for them, buy yeah I definitely think the young crowd is catching back on to the trend.
And what is it about Omega watches that you like?
Omega watches are hands down the best. That's kind of the way to go, you have to. I mean, I love them.
Where does your style inspiration come from? Do young males tend to look at upcoming trends, or do you also look to the past, such as classic films and musicians etc?
You know, my inspiration is kind of always from my dad, so I can't really say from the broad perspective of all young men, but sure if look up to old musicians, anyone you have a passion for, follow their style.
What are three items that every young guy should have in his wardrobe?
A t-shirt, some pants and a pair of shoes. I just wear a shirt and some jeans and an Omega watch. There you go.
Can you share your favourite Omega moment with us?
I'd have to say one of my favourite Omega moments was when we all got to go to Hong Kong – most of us, my mom, my sister and me, but that was incredible that was my first time going and for me, we had so much fun. Everyone we were surrounded by the whole team, it was just really fun. The whole experience was fun.
How was the experience of shooting inside the Black Box?
Yeah the [B]lack [B]ox is amazing. I mean, I've never shot in something like that; it was super fun. Wasn't bad because it was so hot out today, but the shoot today definitely went well and it was fun working with the whole family.