Posts Tagged ‘Winter Olympics’

Nick Smith’s interview with Stephen Urquhart, President of Omega, as featured in E&T magazine (full text)

May 23, 2009

Timing for success

Omega is the world’s largest watch manufacturer and has developed a portfolio of marketing alliances with aspirational brands such as James Bond, the Olympics and even NASA’s Lunar Landings. Nick Smith talks to Omega’s president, Stephen Urquhart…

Stephen Urquhart studied Industrial Management at the University of Neuchâtel and has been a member of Omega’s Management Board since 2000. With dual nationality (British and Swiss) Urquhart is currently President of Omega, part of the Swatch Group, the world’s largest manufacturer of finished watch products. Urquhart began his career at Omega in 1968 and although he has worked for other companies since he returned to the Swiss manufacturer in 1997.

Omega has regularly been the official timekeeper for the Olympics since the 1932 summer games. The Swiss manufacturer has been the official timekeeper for every Olympiad this century including the 2008 Summer Olympics in Beijing. They will be operating in the same capacity at the 2010 winter games in Vancouver, Canada (see Engineering & Technology ‘Olympic Time’, 23rd April 2009) and will be on hand with several new technical developments for London 2012. In the 2008 Olympics, Omega bought out an Olympic limited edition edition watch with its logo on the second hand. Olympic swimmer and multiple gold medalist Michael Phelps is an Omega Ambassador and wears the Seamaster Planet Ocean.

Today, the Swatch Group continues to invest heavily in research and development, driving the steady expansion of its leading position in materials and process technologies and in product design and manufacturing. In particular, the Swatch Group engages in significant development activities in microelectronics and micromechanics. Sports timing and measurement technologies, although not a core business, play a key role in Omega’s brand and corporate visibility.

Nick Smith: Describe the relationship that Omega has with the Olympic games…

Stephen Urquhart: Everybody knows we started of in 1932 the first ever watch brand to be commissioned by the IOC. We sent three watchmakers to Los Angeles with a little briefcase of stopwatches and they timed a few of the events. And then we went to Berlin and London. We missed a few for different reasons – so there’s a very historical basis. Second, I think we would be crazy not to pursue this association with the Olympic world because it is a unique world, a unique entity. Secondly sports is very much part of our brand’s equity. We’ve been involved in diving, sailing and golf over the years, but to have the Olympic games as your main hook for your message is a chance to go in for the long run – we’ve done 23 games and Vancouver will be our 24th. It’s part of the brand’s DNA. We don’t sit down and ask ourselves ‘do we as part of our strategy sponsor or become a partner for the Olympic games’. It’s part of our future and it goes without saying. So we’ll be at the London Olympics, then Sochi (Russia Winter Olympics 2014) – that’s definite – and also the 2016 games. We don’t know where they will be yet, but Omega will be there.

NS: What are the tangible commercial benefits of this relationship?

SU: For Omega to be where it is today, somewhere along the line the Olympics must have played an important role. There’s an old saying in marketing, which is ‘half of what you spend is a waste of money, but you don’t know which half.’ And the thing about the link to the games is that it has helped us to build up the brand in terms of seriousness, reliability and quality. Obviously to be a part of the games in Beijing for us as a brand was an incredible opportunity to make the brand known in China. For the Chinese, it was such an important event for them. We saw the result there: we saw the build-up, during and after. If the brand is strong today in China then the Olympics has doubled our strength there.

NS: Can you put a graph on the wall and say these are the results?

SU: I don’t want to put a figure on it. It’s brand image and that is hard to measure. At every Olympics we launch a limited edition watch to coincide with the games and there will be a new one later this year for Vancouver. Okay, so we know that we can sell these watches because of the Olympic connection. But we’re not investing all this money and effort just to sell a few more watches. A watch is nice to have and it is part of our whole message, but it is not really our main message. That is to convey that Omega is heavily involved in the most universal sporting event in the world. But I can’t put a graph on the wall.

NS: Who is the message for? Is there a profile of the Omega client, how do you reach them and what is the method of delivery?

SU: Let’s face it, the purchase of a watch these days is not a rational decision. Today, who needs to buy a watch to tell the time? And if you do, who needs to spend thousands of pounds on one? But below the surface, to own a brand that has the notions of longevity and quality makes a difference, I think, to people’s decisions when hey come to buy one. Obviously people will buy a watch for many different reasons – it could be spontaneous, it could be for prestige reasons, or maybe even to show off – but they need to have a brand that has reliability. When our consumers spend three, four, five thousand pounds on a watch this image does play a role. If you ask the consumer, they’ll tell you that it doesn’t, but it does and our surveys say it does. When the market gets difficult, such as the economic environment we find ourselves in now, issues such as reliability and quality play an even bigger role.

NS: What part do the brand ambassadors play in establishing this reassurance?

SU: They play a role. I think maybe it’s above the line, with the precision, accuracy and reliability below the line. When you see James Bond wearing Omega, that’s when you can put a graph on the wall. We can show that during the period of promotion for Quantum of Solace the sales of the James Bond watch went like that [Urquhart points to the ceiling]. Cindy Crawford has been with the brand now for more than a decade associated with one particular product that is heavily promoted in Asia, and that line is now 60-70% of our business out there. I won’t say it’s entirely due to Cindy Crawford, but the ambassadors are there to help. They are people that the consumers can relate to, and they can relate to them much more tan to time keeping. In Beijing we had Michael Phelps along as an ambassador, and that helps. I am sure of it.

NS: Famously, Buzz Aldrin was wearing an Omega watch when he walked on the moon in 1969. The Speedmaster Professional is the first and only watch to make it to the lunar surface. What sort of effect does branding like that have on your business?

SU: Although there hasn’t been a mission to the moon for twenty or so years, to this day the Apollo 11 mission still has incredible appeal. We know that there are a lot of people out there who still follow this, so every year we celebrate the moon landing and to celebrate the 40th anniversary this year we’ve made a very special version of the moon watch. It’s sort of semi-limited and we’ve made a lot of them because there is a big following for the Speedmaster and a lot of people will want to own it. At the Basel Watch Fair in March there was a big event where we actually had Mr Aldrin with us. I am amazed to see how this story still has mass appeal to people of all ages, even people who weren’t even born when the moon landings happened.

NS: The lunar landings were technology at its most flamboyant…?

SU: I agree. And it’s technology that doesn’t really exist any more. If you go to NASA’s Johnson Space Centre in Texas and have a look at the stuff they’ve got there you can’t believe that they got to the moon and back using just this technology – it’s so rudimentary. I’ll always remember meeting the astronaut General Stafford, who didn’t actually walk on the moon, but was commander of Apollo 10, and did the Apollo-Soyuz Test Project where he made the historic meeting with a Soviet Cosmonaut. He picked me up at the airport in Dallas in a small Japanese car and said: ‘Stephen, do you know that there’s more computing power in this car than there was in the whole of the whole of the Apollo space programme.

Advertisements

‘Olympic Time’ by Nick Smith, E&T magazine (full text)

April 15, 2009

Olympic time

With less than a year to go until the 2010 Winter Olympics in Vancouver, Nick Smith went to Canada to see how electronic timing equipment trials are progressing

We’re looking at a fairly innocuous electronic component that could be straight out of a Radio Spares catalogue. But to Christophe Berthaud, head of Olympic timing at Swiss-based watch manufacturer Omega, it is at the heart of an infrared system he’s installed at the Whistler Sliding Centre, the site of the bobsleigh, luge and skeleton competitions for the 2010 Winter Olympics to be held in Vancouver, Canada.

This high-performance, world-class sliding sports venue includes a 1,450m-long competition track, as well as the usual Olympic village buildings. Whistler is nestled in the beautiful Fitzsimmons valley on the southeast slope of Blackcomb Mountain in British Columbia. Its centrepiece is the horseshoe-shaped competition track that may look benign on television, but is terrifying up close. The athletes are barely visible as they whistle past at up to 90mph (140kph).

Along the track there are 42 pairs of infrared emitters and receivers that send a time-tagged message along a wire to a central computer in the onsite control/timing tower each time the light beam is broken.

There are two systems working in parallel – a master and a backup – placed exactly 1cm apart. The instrumentation receiving and processing the data for both systems sit in a 19in rack.

The system looks remarkably straightforward, and anyone expecting to see sci-fi pioneering technology will be sorely disappointed. But the simple infrared sensors will track the progress of luge and bobsleigh competitors in real-time to the precision of a hundredth of a second. The systems used in the Olympics can resolve to the millisecond, but they don’t use that resolution in most events because the committee felt that such tiny differences were beyond the reliability of the technology. At a hundredth of a second, you can award a gold medal with confidence.

“What is important in terms of technology is that we never bring anything new to the Olympics,” Berthaud says, describing the evolutionary process of developing and installing new timing systems for the 2010 Winter Olympics. “If a technology is used for the first time in the Olympics, it is not when it is new.

“This switch here,” he adds, pointing to a tiny blue gadget in his hand, “this is the first time this particular one has been integrated into a timing system that’s going live. There is some evolution of the electronics in terms of the number of cards or the type of component, but there is no dramatic change between this system and that used at the 2006 games in Turin.”

Berthaud, an engineer by education, has spent more than 20 years working with Olympic timing technology. He knows the six-year rhythms of integrating new electronic systems into the mix. The key is to deliver something better, more accurate, faster and more appealing to the public while maintaining infallibility.

With an estimated three billion viewers expected to switch on during the course of the Games, the key issue is reliability and the system testing starts in earnest a year earlier.

In a way, the engineers at Omega have made a rod for their own backs with new innovations such as the photofinish, synchronized on-screen timing, split times and a host of other technical achievements over successive Games.

Sports showcases rely on the integrity of their measuring and timing systems as much as they rely on their ability to broadcast evermore sophisticated programming to keep the punters hooked. Today’s systems are light years away from the early days when synchronised chronographs simply recorded the time the skier started and finished his run and the results were pinned to a notice board several hours later.

“We are in the process of holding test events,” says Berthaud. “We started last October with the short track, then we had the ski-jumping and the cross country. Now we are having a cluster of tests on all the remaining events except ice hockey, which will be around September. We have a complete cluster of six to eight weeks on all venues including test events or the Paralympics – the first time it has been done.”

One of the systems that Omega is bringing to the 2010 Games is a new timer designed for the alpine skiing event. Called Chronos, it’s a new generation of timer with a new clock and software. Chronos was developed last year, tested at the end of last season and tested again at the start of this season. It’s being trialled at the World Championship at Val d’Isère where it is being used as a back-up system during the races and the main system during the training.

“We don’t take risks with the new technology. We progressively bring it to the front. The Olympic test event for alpine skiing was in March 2009 when it was used as a main system for the first time in advance of 2010. There are other systems in development and we can expect further announcements before the Games open, but depending on how the process goes we’ll release them during the year.”

As the countdown progresses toward the opening ceremony on 12 February 2010, Omega’s technologists are actively involved in preparations for the competition where, for the 24th time, the Swiss watch manufacturer will serve as official timekeepers at the Olympic Games. On 12 March, they will play the same role at the Paralympic Games.

At Omega’s first timekeeping assignment for the 1936 Games in Garmisch-Partenkirchen, Germany, a lone technician used 27stopwatches to time each event. Seventy years later in Turin, Italy, Omega deployed 208 professionals – 127 timekeepers and 81 data handlers – with 220 tonnes of equipment. Those numbers will be blown away in 2010 as the company mobilises the largest timekeeping contingent ever in winter sport.

It may sound like a contradiction in terms, but the reason for all these people is to minimise the possibility of human error. “What we are trying to do is get rid of human intervention,” says Berthaud. “Most of the innovations in timekeeping emerge from controversies.”

Berthaud is adamant that Omega has a good relationship with the athletes and develops the technology with athletes as design partners. “What you have to remember,” he says, “is that Omega doesn’t deliver the records – the athletes do. It is all about the athletes, and their results only become official once they are approved, so the judge of the International Federation is the ultimate timekeeper.”

The technological dream, he says, is to develop systems that can become independent of the judges. At the Beijing Olympics in 2008,Omega installed a camera with a capacity for taking 2,000 frames per second. “There were two instances where a decision was made on the basis of precision down to one pixel,” says Berthaud.

In the bobsleigh event, the competitor starts and stops the chronometer by passing through light beams. With these systems “no one can make a contestation. You can have a cell that doesn’t work, but there is no human judgement”, explains Berthaud.

I’ve spent four days touring sites including a snowboarding test at Cypress. But Berthaud is on a tight schedule. There is time for one last question. I ask him what will keep him awake the night before the Games. “Nothing. The Olympic Games is six years in preparation so if the day before the games start you don’t sleep then you’ve done something seriously wrong.” I check the time on my recorder. We’ve spoken for 14 minutes, 29 seconds.

Nick Smith’s Winter Olympics Omega technology preview feature is now out in the latest edition of E&T magazine…

April 15, 2009

With less than a year to go until the 2010 Winter Olympics in Vancouver, Nick Smith went to Canada to see how the electronic timing equipment trials are progressing…

To read more you’ll need to get hold of Engineering & Technology magazine (11-24 April 2009) or visit http://www.theiet.org/magazine