Kevin Rollenhagen, vice-president of Omega, Hong Kong and China, described Qi Qi, who has worked with the brand since 1998, as "the ideal regional ambassador" to reflect the elegance of the brand's female watches. "She represents someone with stability and longevity, which plays well with our brand."
Omega designs its ads and uses a Swiss graphic design company to execute concepts. For the De Ville campaign, pictures were taken locally and then fitted into the standard format. "This is the fourth-generation with the same format for our ads. Our campaigns tend to last for six to 10 years," said Rollenhagen. "We're moving towards change but we haven't figured out what to do yet."