Omega: Start me up!

The TV commercial has been produced in a 30-second and a 60-second version. It shows the Chinese water jumper Qiu Bo, the US swimmer Natalie Coughlin, the British heptathlete Jessica Ennis, the US sprinter Tyson Gay, the South African swimmer Chad Le Clos and the US pole vaulter Jenn Suhr. Their rituals and concentration in the crucial minutes and seconds before a competition are brought into focus as a moment for every athlete that can be groundbreaking for their entire performance. The soundtrack was provided by the Rolling Stones, who are celebrating fifty years as London's most legendary music group in this Olympic year. Their 1981 hit "Start Me Up", with its pulsating and absolutely unmistakable guitar riff at the beginning, was remixed by star producer Don Was and now provides the musical backdrop for the athletes.

"The shooting schedule and locations for the commercial were quite ambitious," explained Omega President Stephen Urquhart. "But the result is dynamic and emotional, and we're very happy with it." The commercial was shot at five different locations in South Florida. Ennis and Suhr shot at the 75,000-capacity Sun Life Stadium, home of the Miami Dolphins NFL team; the rowers from the local Miami Rowing Club and an archer with big Olympic aspirations at Miami Marine Stadium; Qiu Bo on the 10-meter tower at the Fort Lauderdale Aquatic Complex; Tyson Gay and his training partners from Pure Athletics in Orlando at Curtis Park in Miami; and Coughlin and Le Clos at the new Ransom Everglades School swimming complex.

Omega will also be celebrating its eightieth anniversary since its debut as Official Timekeeper at the 1932 Olympic Games in Los Angeles. In 1948, the last time the Games were held in London, the company was there to help introduce modern sports timekeeping.