News detail

21 May 2004

Coco Lee Joins Family of OMEGA Ambassadors


Coco the latest star to feature in OMEGA's global Choices campaign. <br/>Leading international watch maker OMEGA today welcomed Asian superstar Coco Lee as the latest member of its international family of celebrity ambassadors. To mark the occasion, Coco attended a special announcement press conference in Dalian, where she helped launch OMEGA's newest flagship store, its 14th in China. As a tribute to her revolutionary role in Asian music and her vibrant and irrepressible personality and style, Coco will represent large size watches that are today's hottest accessories trend amongst contemporary women. Mr. Nick Hayek Jr., CEO of the Swatch Group Ltd., parent company of OMEGA, and Mr. Kevin Rollenhagen, Vice President of OMEGA China and Hong Kong, also attended today's press conference and flagship store opening.

Coco Lee is the newest personality enlisted in OMEGA's family of celebrity ambassadors, joining such prestigious international personalities as Cindy Crawford, Anna Kournikova, Pierce Brosnan, Qi Qi and Simon Yam, Richie Jen, Zhang Lian-wei, Michael Schumacher, Ernie Els, Sergio Garcia and more. Like these international superstars, Coco was selected because of her profound achievement and international appeal.

Nick Hayek Jr. further explained why Coco was OMEGA's perfect Choice saying, "OMEGA is delighted to welcome Coco Lee as one of our celebrity ambassadors. Her reputation and popularity in Asia combined with her obvious talent and dynamic image make her the ideal addition to the OMEGA family."

Currently OMEGA ambassadors are participating in the watchmaker's ground-breaking Choices global advertising campaign. Coco was the latest to appear in front of the camera.

Choices is making waves by capturing both the professional and personal sides of its star subjects. The use of innovative sets that make a statement about the personal attributes of the star subjects and help from some of the top international fashion photographers like American Arthur Elgort and Hong Kong's Sam Wong have helped guarantee the campaign's success.

Coco's Choices campaign shoot was conducted in the Helena May Ballet Studio. The blend of a highly stylized artform like ballet with the diva's presence and power created the perfect juxtaposition of classic elegance and modern style.

Prior to the press conference, Coco attended the opening of the new OMEGA Flagship Store in Parkland Shopping Centre, Dalian, where she was welcomed by Nick Hayek Jr. and Kevin Rollenhagen. In a nod to the importance of the China market to OMEGA and Coco's own Chinese heritage, the OMEGA Flagship opening was celebrated with a traditional and auspicious lion dance. After the ceremony, Coco proved why she is so highly regarded by fans in the region and around the world as she visited the store signing autographs and posing for photos with OMEGA's VIP customers.

Following the store launch, Coco returned to the Hilton Hotel for the Choices announcement press conference, where she met with media from all over China. The highlight of the press conference took place when Coco appeared on stage for a special performance of her latest hit "So Crazy" while behind the scenes footage of the photo shoot was aired. Guests and media admired both the performance and the first OMEGA Choices campaign visuals which were unveiled at the press conference and autographed by Coco.