In an age when people rely on iPhones and other electronic devices to tell the time, rather than a look at their wrist, Swiss luxury watch maker Omega still believes there’s value in a timepiece. The iconic watch company chose Houston as its first Texas location for a stand-alone store in The Galleria.

“You can’t wear an iPod on your wrist. People can get the time on their mobile devices, but a watch purchase is an emotional and sentimental purchase,” Omega president Stephen Urquhart says. “Nobody needs a tie, but you wear one because it looks good.”

Aesthetically speaking, Omega has introduced a range of stylish design changes over the years; brightly colored straps and diamond-studded faces among the options, but the inner workings of the watches haven't changed. Despite the digital age, Urquhart feels the craftsmanship is what courts younger Omega shoppers, a healthy segment of the company’s business.

Established in 1848, Omega is known for its chronograph movements and has been the first choice for the Olympics, trips to the moon and even Mr. Bond — James Bond.

Opening a new boutique in Houston was clearly meaningful for Urquhart because of the company’s ties to NASA. When the agency was searching out timepieces for space missions in 1957, it asked for watches from companies worldwide. When Omega was chosen as the official watch of NASA astronauts, company officials were the last to know. The Omega Speedmaster passed 11 NASA environmental tests and landed the out-of-this-world trip in 1969.

“We have a long story with NASA. Our watch went to the moon, but we didn’t know until someone saw it,” Urquhart says. As an homage to the space program and its significance with Omega, the company invited astronaut Buzz Aldrin to the grand opening and ribbon cutting ceremony of the store.

The brand is also synonymous with James Bond after Pierce Brosnan chose a Seamaster featuring blue dials for his 1995 role in GoldenEye. Daniel Craig followed Brosnan in Quantum of Solace wearing the Seamaster Planet Ocean 600m Co-Axial Chronometer. The Bond effect shows no sign of waning either.

“The wife of a European bank CEO came in and wanted to buy the James Bond watch,” Urquhart says. “Our design is so important and Seamaster is very popular.”

Located near Tiffany & Co., Fendi and other luxury retailers, Omega is right at home as the new kid on the high-end block in The Galleria. The store walls are awash in muted golden tones and the jewelry cases are the ideal height for perusing.

The right location was key for Omega’s Houston expansion. Urquhart says the product was always where it needed to be, but the company needed to make some changes to the business model. It started expanding to stand-alone stores in 2009, focusing on training its staff to understand the intricacies of the watches to provide better customer service.

When Omega isn’t opening worldwide boutiques, its familiar Greek logo will be splashed across the 2012 London Olympics. Omega was the official timekeepers of the 1932 Los Angeles games and timed events with just two watches. The London games will employ 475 technicians.

“Being a part of the Olympics gives consumers a sense of confidence in the brand. It’s fantastic for us because the Olympics are a clean venue and we aren’t fighting for space with other logos, but even more importantly it’s emotional for us,” Urquhart says. “The Olympics brings together nations from the world and that’s just as important as the games.”

In the spirit of peace and understanding, Omega will be heading to Dallas in 2012, but for now, Urquhart, who doesn’t travel to all the openings, is pleased with the latest location.

“Houston was always on the list. We are very happy here,” he says.