OMEGA marked a milestone on June 26, 2025, with a double celebration in Boston: the arrival of its latest Aqua Terra 30 mm collection and the grand opening of a new boutique on historic Newbury Street. The exclusive evening event, held at the Institute of Contemporary Art, was hosted by Oscar-winning actress and Friend of the Brand Ariana DeBose. Guests, including Dylan Efron and Albert Muzquiz, were treated to an all-encompassing experience inspired by the “My Little Secret” campaign, with interactive performances weaving strings of mystery and prestige together throughout the night.

Courtesy of OMEGA

At the beating heart of the celebration were 12 new Aqua Terra 30 mm timepieces. These watches are each powered by OMEGA’s smallest-ever Master Chronometer calibre. The collection offers a rich and expansive variety in color and material, combining high design with uncompromising mechanical precision.

Courtesy of OMEGA

Guests were immersed in a world of intrigue as a live, interactive performance unfolded around them. From the moment they stepped into the venue, they were met with subtle gestures, mysterious characters, and atmospheric storytelling that wove seamlessly into the evening’s ambiance. As dinner progressed, performers moved gracefully through the crowd, inviting attendees into a narrative built on secrets and suspense. The experience crescendoed in a moment of collective stillness and revelation, leaving behind an air of wonder and a memory as finely crafted as the timepieces themselves.

Courtesy of OMEGA

OMEGA also unveiled its newest boutique in Boston, bringing its signature red branding and lunar legacy to the storied Newbury Street. With brilliant and outspoken design elements like a gold astronaut sculpture, gradient red glass walls, and a sleek watch bar, the boutique molds perfectly into the city’s established cultural charm. The opening reflects OMEGA’s deeply seated presence in the U.S. market and invites Boston’s residents and visitors to connect with the brand and what it has to offer.