Technology For The Greater Good

Special feature by Omega
12 Dec 2018

What does the Omega Seamaster Professional Diver 300M and e-commerce site Onlybrown have in common? They both harness the power of technology to deliver something even better.

Technology – it’s what drives us forward. No matter how small or great the advancement is, it helps us achieve the next step towards greatness. Such is the case with the new Omega Seamaster Professional Diver 300M.

As it celebrates its 25th anniversary this year, the collection of timepieces continues to impress with its iconic design and ocean technology. Whether you’re a diver or not, the Seamaster is a delight to wear, especially since it is well and truly equipped for life beneath the waves — and more.

Divers know that measuring time spent underwater is important and a watch display that can be easily read, especially in murky conditions, makes all the difference. On the new Seamaster, all 12 indexes and hands are filled with Super-LumiNova to keep time visible in the darkness, and also features a luminescent dot at 12 o’clock.

Safety and precision is something that shouldn’t be compromised, which is why the range has been fitted with a Master Chronometer Calibre 8800. It is built with non-ferrous materials, which can resist the effects that magnetism causes.

Technology also goes hand in hand with the business of men’s fashion. Take for instance heritage brands that specialize in key pieces and accessories that complement a gentleman’s wardrobe. How do they stay relevant without massive advertising campaigns their fast-fashion counterparts are known for? How do they reach out to a new generation of customers? The obvious answer is through e-commerce. Mr. Kelvin Cheong of Onlybrown, an online destination for leather goods and accessories from luxury heritage brands, enlightens us.

E-commerce is changing how people consume and shop. How does this change complement the fashion industry, particularly men's fashion?
The advent of e-commerce has definitely made shopping more convenient and borderless. Most men don't shop much and they are very focused when looking for what they want. They will likely do all the pre-purchase research online before visiting a physical store, either to complete a purchase or to validate their research before heading back to complete the purchase online.

A lot of the brands you carry are heritage brands that place high importance on craftsmanship, while your retail approach relies heavily on technology. In your opinion, how do the two work hand in hand?
Craftsmanship is often associated with limited production and hefty price tag. But technology has made it easier and more accessible to a wider audience, while still maintaining exclusivity in terms of brand image and price.

Take customization of leather goods for instance. Customers can easily choose their preferred leather, color, and thread all with the click of the mouse. And important data about customer preferences can be collected to improve product offerings. In fact, many heritage brands have set up their own online store too because they know digitalization is something they cannot ignore. In my opinion, I think technology complements rather than displace craftsmanship. 

What does the future hold for Onlybrown?
We will continue to do what we do best while staying close to the market. We are also looking into developing an app related to menswear, of course!