Omega has opened an interactive 'pop-up' boutique in the busy and fashionable Marais district of Paris. The shop does not sell watches. The concept, the first of its kind in the world, focuses entirely on the brand's colourful collection of Nato straps. Located on Rue Debelleyme, the shop features a main window display with a moving display showing all the Nato straps available. Instead of a front door, the boutique features a digital screen that allows customers to navigate through the different strap options available for their watch. Once the customer has made their choice, they can pay via their phone and receive their new strap directly at home.
The opening of the pop-up boutique was attended by Presley Gerber, one of Omega's latest ambassadors, who participated in the development of an exclusive Nato 'Presley Gerber' strap, which is only available in the Paris boutique. The black denim and leather strap features a steel clasp and the name "Presley" engraved on the inside.
