Swiss watchmaker OMEGA has launched their new flagship boutique inside the West Hollywood/Beverly Hills shopping destination, the Beverly Center. More than just a mall, the Beverly Center has become the target location for other luxury brands, like Louis Vuitton, Prada, Henri Bendel, and, most recently, Fendi (who hosted a star-studded launch event a few months back). "The Beverly Center was an obvious choice for our new flagship, as they offer some of the best brands under one roof. We're in good company," OMEGA president Stephen Urquhart tells BlackBook. The 1,600-square-foot boutique hosts the brand's complete product palette, including their new line of mechanical watches, the Ladymatic (pictured above, with more styles here), which Nicole Kidman is the face of. The Ladymatic pieces may be visually stunning, but there's so much more to it. "We're not a fashion brand. We're less focused on trend, and more interested in the presence of functionality, which has always been our goal," explains Urquhart. "Wearing an OMEGA watch is like wearing a piece of art and history on your wrist. It's something that you should keep forever."

Omega -- once home to timepieces for seafaring yachtsmen and moonwalking astronauts, but now pretty much targeted to stylishly outdoorsy types -- is unveiling its new James Bond "Quantum of Solace" limited edition watch this Friday when the film preems. If you can get over shilling for a major studio film, you will certainly appreciate the watch's design. The dimpled face is inspired by the grip of Bond's trusty sidearm, a Walther PPK. The watch also features white Super-LumiNova (I presume that is something really cool) on its indexes and hands, and the words "Quantum of Solace" are laser-engraved on the inside of its sapphire crystal. The Omega name and logo and the Arabic numerals are etched in the dial, with the "blood red tip" of the seconds hand and the Seamaster logo presenting a stark contrast to the black dial.