Omega (欧米茄) has a new brand ambassador. That ambassador? Chinese actor, Song Weilong (宋威龙). Best known for urban dramas and youth-leaning series, Song sits in that rare pocket of celebrity capital: high visibility, clean reputation, and a fashion profile that moves easily between commercial campaigns and lifestyle editorials.
For a luxury watchmaker navigating a younger, more image-driven consumer base, he offers something close to a safe bet with outsized impact. His following skews young professional, style-curious, and upwardly mobile – the exact cohort now fuelling China’s steady appetite for entry- to mid-tier mechanical watches.
The choice for a new Omega brand ambassador also lands at a moment when the rules of luxury communication in China have shifted again. The post-2022 recovery hasn’t produced the same hype cycles of pre-pandemic years.
Instead, brands are tightening their cultural signals, favouring ambassadors who represent stability as much as aspiration. Omega is clearly aligning with that logic. Song’s on-screen persona – calm, quietly ambitious, consistently polished – mirrors the narrative that many premium watch buyers identify with: self-possession and success, earned rather than flaunted.
Strategically, the partnership sharpens Omega’s positioning in a competitive landscape. Research shows that younger Chinese consumers – specifically Gen Z and millennials – are becoming influential in the luxury watch segment, where branding and design matter as much as technical specification.
For Omega, the message is simple: heritage matters – it always will – but cultural literacy now decides relevance. And in a market where global brands are racing to localise an emotional pitch, Song Weilong gives Omega a steady, contemporary voice – one capable of speaking directly to China’s emerging luxury core.
