Supermodel and entrepreneur Ashley Graham has become a dominant figure in modern fashion, using her platform to reshape conversations around beauty and representation. Her influence extends beyond the runway, where she recently appeared in the highly anticipated sequel The Devil Wears Prada 2. The film has already drawn hundreds of millions at the box office, and Graham’s cameo reflects her growing cultural power within the industry. In a conversation with Jewellery Business, Graham discussed her evolving relationship with the watch brand OMEGA, describing it as a partnership built on shared values and functionality.
A partnership defined by movement and milestones
Graham joined OMEGA’s ambassador roster in 2024, becoming part of the brand’s celebrity run. She later appeared in the campaign for the Aqua Terra 30 mm collection and attended OMEGA House at Milano Cortina. She said the connection resonates because the brand takes women’s timepieces seriously, designing pieces that accommodate the way women move through their days.
“What resonates with me is how seriously OMEGA takes women’s watches,” Graham said. “These timepieces are built for the way we actually move through a day, and you feel that the moment you put one on.”
The model explained that her schedule is demanding, requiring accessories that transition seamlessly between work, travel, and family events. The Aqua Terra 30 mm became a staple in her rotation because it works with every outfit and fits her lifestyle. She noted that while she changes earrings and bags, she rarely removes her watch.
“My earrings might change three times before I leave the house, the bag definitely changes, but the watch usually stays on for the whole day, so it has to really feel like me,” Graham said.
From astronaut legacy to daily life
Graham views her watch as both a functional tool and a fashion statement. She draws inspiration from the brand’s history with astronauts, who relied on OMEGA timepieces in space. She noted that the same piece can serve different purposes on different days, depending on the occasion.
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“Think about the astronauts who wore their OMEGAs in space. For them, it was a tool, full stop. I love being part of that legacy,” she said.
“Time well spent now can be just hanging out with friends and family, finding that special time to be with my husband and our kids, or even just taking a moment to myself,” Graham said.
“I check the time, and I’m right back in the room with whoever I’m with,” she said.
A personal collection of memories
Watches often serve as markers for specific moments in a person’s life. Graham keeps the pieces she has purchased or received as gifts. She puts these items on to revisit the past. The timepieces remind her of where she was and who she was becoming at that time.
Advice for new collectors
Graham advises potential buyers to purchase a watch they truly love. She suggests ignoring the investment angle and avoiding pressure to buy something that does not fit them. The goal is to own an item one reaches for season after season. She believes this happens only if the wearer loves the piece on their wrist.
