First for Omega as it pops up on Tmall Luxury Pavilion

Swiss watchmaker Omega has made its first e-commerce move in China, launching a pop-up store on the Tmall Luxury Pavilion, Alibaba Group’s site for luxury and premium brands.

From 15th June to 7th August, Omega will hold pre-sales for its new Seamaster Aqua Terra Beijing 2022 limited-edition wristwatch exclusively for Pavilion shoppers, giving them a chance to buy it before it hits bricks and mortar stores across China. The company has created 2,022 of the watches to mark the next Olympic Winter Games, which will be held in Beijing during, well, you can probably guess the year.

Launched in 2017, Tmall Luxury Pavilion currently offers 113 brands, including Bottega Veneta, Valentino, Burberry, Tod’s, Versace, Stella McCartney, Moschino, Gentle Monster, Giuseppe Zanotti, MCM, La Mer, Maserati, LVMH-owned Rimowa, Guerlain, Givenchy, Tag Heuer and Zenith.