Omega Adds a New Face to Its Korean Line-Up

Swiss watchmaker Omega has named South Korean actor Shin Min-a as a brand ambassador, the company said Thursday. She joins a group of global celebrities that includes George Clooney and Nicole Kidman, and notably expands Omega's Korean representation alongside fellow actors Hyun Bin and Park Bo-gum.

Shin, best known for hit K-dramas such as Hometown Cha-Cha-Cha and Our Blues, said in a statement that one of the first meaningful gifts she bought herself as an adult was a wristwatch, calling time a symbol of “responsibility, commitment and the precious experiences we share with the people around us.” In the campaign, she wears an Aqua Terra 30 mm in 18-karat Moonshine Gold from the Seamaster collection, with a diamond-paved bezel and a green sun-brushed dial.

The appointment underscores Omega’s continuing effort to anchor its brand in Korean popular culture, a market that has become strategically important for luxury watch sales across Asia and among global fans of Korean entertainment.

Why Omega Is Doubling Down on Korean Celebrity Endorsements

Omega’s Expanding Korean Ambassador Portfolio

With Shin, Omega now counts three major Korean stars as ambassadors, reflecting a deliberate push to saturate the local market and capture consumers who are increasingly influenced by K-drama and K-pop. While the brand has historically leaned on Hollywood icons, the recruitment of multiple Korean figures signals that East Asia—particularly South Korea—is a priority growth region, where aspirational spending on Swiss watches remains robust.

Luxury Watchmaking and the Hallyu Wave

Omega’s move mirrors a wider industry trend: high-end watchmakers are embracing Korean celebrities to reach younger, digitally native buyers. Korean stars carry dual appeal, commanding loyalty at home and an intense following across China, Southeast Asia and beyond. By pairing her relatable, everyday-charm screen image with the Seamaster line, Omega may be aiming to make the collection feel more modern and accessible without diluting its prestige. The strategy also allows Omega to differentiate itself in a crowded luxury market where brand narrative increasingly relies on local cultural connections.