A circular badge with a book icon and colorful rising lines, surrounded by the text 'Best of Semester', 'Product Innovation', and 'book180' in purple and gold.

Omega isn’t a watch you simply buy—it’s a watch you build up to, just as it has helped build human history. But in today’s crowded luxury watch market, Omega risks losing distinction with younger audiences.

So we partnered with LEGO on The LEGOmega Timepieces line, to remind them that prestige isn’t just worn. It’s built.

This campaign won book180’s award for Best Product Innovation.

A close-up of a LEGO Omega wristwatch with a gray band, red accents, and a gray face with diamond-like markers, set against a yellow background with promotional text.

MANNIFESTO

Black watch with LEGO and Omega branding in a black box, set against a bright yellow background.

BRAND STUNT

BUILDMASTER CHRONO L3-G0

Omega and LEGO unveil a limited series of working, diamond-studded timepieces; precision Omega watchmaking on the inside, iconic LEGO playfulness on the outside.

Only a handful exist, so they’ll go to the highest bidders ready to own a piece of design history.

Box featuring a LEGO Seamaster Diver watch in blue and grey, with red and white details, part of the Icons collection, resting on a store shelf.

LEGO ICONS SET LINE

Then, LEGO turns Omega’s legendary watches into a line of buildable sets, complete with a large “functional” display model and a smaller, wearable LEGO watch.

It won’t rival Swiss precision, but it lets fans display an icon like never before.

(Also, let’s be honest: who’s got a spare $10K laying around to afford a real Omega watch?)

OOH

To get the word out about our new LEGO Icons buildable timepiece line.

Street view with an electronic billboard displaying a close-up image and advertisement for Omega Speedmaster watch featuring LEGO collaboration. People walking on sidewalk, trees, buildings, and flowers in city environment.

City street scene with a digital advertisement for Omega watch on a bus shelter, pedestrians walking, and tall buildings in the background.

Billboard advertisement featuring the Omega Seamaster watch and branding for Lego Omega Timepieces, set against a city skyline with tall buildings and a partly cloudy sky.

SOCIAL

A person holding a smartphone displaying an Instagram post. The post features a LEGO figure dressed as a man in a blue tuxedo with a watch on his wrist and a LEGO watch in front. The caption promotes LEGO Omega timepieces.

A smiling boy holding a LEGO box featuring an Omega watch design.

PASS DOWN THE TIMEPIECE

With every Omega watch purchase comes a LEGO replica for your kids: a keepsake that passes down craftsmanship, precision, and care (plus a crash course in engineering).

ART: Anonymous Freelance CD

COPY: Mark Walsh, Natalie Ball, Lovette Johnson, LegoLover29 (Me)