A part of the OMEGA family since 1995, Cindy has worked with the brand longer than any of its other ambassadors. The company chose her initially for her fashion flair but quickly came to realise that she also shared many of its values, including quality, reliability and a strong sense of tradition.

The new two-storey 244 square meter boutique is enviably located in the heart of this busy historical shopping district. Fully surrounded by eight elegant floor-to-ceiling boutique glass windows, the space provides the perfect showcase to present the exciting new pieces from the collections against a backdrop of the brand's most recent creative imagery and special displays. With the new OMEGA interior design concept inspired by the natural elements of air, water and sunlight, the cream and champagne interior, with exotic reconstituted zebra wood furniture and chiselled glass surfaces underline the attention to detail and quality for which OMEGA has long been known.

OMEGA President Stephen Urquhart said, ‘We have always had a strong connection to London and the UK and we continue to be confident in the strength of this market. This flagship store will give our brand even greater visibility. We’re proud of our presence on this major shopping street and I am sure that shoppers and passers-by will be attracted to the new design of this important OMEGA Boutique and will find it just as enchanting as we do’.

Later this evening Cindy Crawford will be hosting an exclusive VIP dinner with Mr. Urquhart at ‘aqua shard’ for a glittering array of international VIPs and tastemakers from film, television, music, fashion and business. Dinner guests include fellow OMEGA ambassador Jessica Ennis along with Jade Parfitt, Dougray Scott, Claire Forlani, James Blunt, Dominic Cooper, Elizabeth Saltzman, Charlotte Tilbury, Olivia Grant, Patrick Grant, Marcus and Jane Wareing, Alistair Guy and Pete Reed. After dinner guests will enjoy a private performance from Chrissie Hynde.