OMEGA's NATO strap "Pop-Up Boutique" lets customers explore, select and buy NATO straps via a digital touch screen. No watches are for sale. The interactive concept store is 100% focused on the brand’s colourful and diverse selection of NATO straps.
 

With bright, constantly-moving visuals, OMEGA's NATO Strap "Pop-Up Boutique" shows how the look of an existing watch can be updated quickly and inexpensively with the addition of a new NATO strap, and entices wearers to give it a try.
 

The interactive store also gives visitors the chance to have their NATO strap customised. Straps with leather keepers can be embossed with a name or phrase, meaning watch owners can purchase a one-of-a-kind strap with a very personal touch.