Marketing Report London 2012 - International Olympic Committee

72 Chapter Four / SPONSORSHIP
“The London 2012 Olympic Games were particularly significant
for Omega as we celebrated our rich sporting history, the
evolution of our timekeeping technology and our long-standing
role as Official Timekeeper. We were proud to have been at
the service of the finest athletes in the world. It was a thrilling
edition of the Games and we congratulate the competitors, the
IOC, LOCOG and the people of London for making this a truly
unforgettable experience.”
Stephen Urquhart, President, Omega
Omega first served as the Official Timekeeper at the Los Angeles 1932 Olympic Games, equipped
with just 30 handheld stopwatches that were used to time every event. Since then, the IOC and
Omega have developed a long, rewarding relationship that has lasted 80 years, and has led to
Omega serving as Official Timekeeper for 25 Olympic Games.
At the London 2012 Olympic Games, Omega’s 450 professional timekeepers and data handlers,
along with hundreds of local volunteers, used 400 tonnes of equipment to ensure that the timing,
scoring, display and distribution of each athlete’s results were successfully executed.
London 2012 Timekeeping Technology
Omega debuted several new timekeeping technologies in London, which included:
Quantum Timer: With an enhanced resolution of one millionth of a second, the Quantum Timers
mark the beginning of a new generation of Omega Timing products, providing 100 times greater
resolution than previous devices.
Athletics Starting Blocks: The runners’ reaction times are measured entirely by the force against
the back block and not by movement.
Swimming Light Show: Lights mounted on the starting blocks instantly indicate the first three
swimmers to tap their touch pads at the end of a race.