In Boston’s historic Back Bay, luxury watchmaker Omega has quietly added a sophisticated new touch to the city’s high-end retail landscape. Located at 44 Newbury Street—right in the heart of a neighborhood also home to Cartier, Bulgari, Vacheron Constantin, and other horological heavyweights—the brand’s latest boutique is both a statement of intent and a reflection of the city’s rising status among global watch collectors.
The store’s sleek, contemporary interior embraces clean lines and a minimalist palette, punctuated by Omega’s signature crimson—seen in plush carpeting, gradient glass dividers, and subtle signage. It’s a space that exudes quiet confidence, and it served as the perfect backdrop for a highly anticipated debut: the U.S. arrival of the 30mm Aqua Terra collection.
Guests at the opening sipped Champagne as they tried on the new timepieces—dainty yet substantial, with a butterfly clasp that seemed to melt effortlessly onto the wrist. The Aqua Terra 30mm, making its American debut, comes in 12 distinct variations, ranging from classic steel-on-steel designs to opulent 18k gold models set with diamonds and finished with mother-of-pearl dials.
To accommodate the watch’s smaller case size, Omega re-engineered its Master Chronometer movement. The stainless steel and two-tone pieces are powered by the Calibre 8750, while the more luxurious Sedna Gold and Moonshine Gold variants feature the Calibre 8751. Prices begin at $6,600 for the base steel model and climb to $40,100 for a Moonshine Gold piece set with 46 diamonds.
The boutique goes beyond being a retail space—it offers a full lifestyle experience. A lounge area, complete with a bar and seating, invites guests to unwind and connect with the brand on a more personal level. It’s a fitting move for today’s luxury consumer, who values experience as much as product.
Omega’s campaign to promote the new collection, titled “My Little Secret,” places the spotlight firmly on women. The brand enlisted six influential women across creative industries to serve as ambassadors: American model Ashley Graham, K-pop singer Danielle Marsh, Nigerian singer-songwriter Tems, British actress Marisa Abela, Sunday Rose Kidman Urban, and Oscar-winning actress Ariana DeBose. It’s a strikingly diverse lineup, reflecting a strategic shift in the watch world—one that increasingly recognizes the influence and taste of female collectors.
DeBose herself attended the boutique’s opening-night gala at Boston’s Institute of Contemporary Art, located along the city’s glittering waterfront. Between courses of roasted beets with chèvre and perfectly prepared tenderloin, guests were treated to live interpretive dance and a heartfelt speech from the star. DeBose spoke about the importance of punctuality on film sets, the generosity of Nicole Kidman, and how she once wore an Omega Constellation to the 2022 Oscars. Omega’s U.S. President Arnaud Michon joined her onstage, revealing that the new boutique was the result of a year-long search for the perfect location in Boston.
The event underscored two undeniable trends in the luxury watch space. First, Boston is stepping out from New York’s long shadow, positioning itself as a new hub for serious watch collectors. Long known for its academic and cultural heritage, the city is now emerging as a destination for discerning buyers who crave something more intimate and less chaotic than Manhattan’s retail chaos.
Second—and perhaps more telling—is the rising prominence of women in the upper echelons of horology. The Aqua Terra 30mm collection, along with Omega’s thoughtfully curated ambassador lineup, signals a deeper recognition: that fine watches are no longer just for men. From design to storytelling, brands are finally embracing the idea that women aren’t just buying watches—they’re shaping the future of the industry.
Marisa Abela, a London-based actress and ambassador for the campaign, captured this evolution perfectly. “Wearing a watch like this,” she said, “doesn’t feel like an accessory—it feels like a way of engaging with the world.”
You can imagine it: a young consultant stepping out of the Omega boutique on a crisp Boston morning, a new Aqua Terra catching the sunlight on her wrist. Or an editor visiting from New York pausing at the boutique’s display window, drawn in by the shimmer of a pearl-dial watch. Luxury today is about more than price tags and prestige—it’s about personal rhythm, presence, and confidence.
As Ariana DeBose put it that night: “For me, time isn’t just a schedule. It’s a rhythm. And I like mine.” With this elegant new boutique, Omega isn’t just selling watches in Boston—it’s inviting a new generation to own their time, their way.