Omega, the official timekeeper of the London 2012 Olympic Games unveiled plans for an exclusive club that will be open on a membership and by-invitation basis during the Olympic Games.
The doors of the exclusive Omega House will open on 28 July, 2012 to host a variety of events during the period.
The stunning Georgian townhouse is located at 1 Greek Street across from Soho Square. Along with Omega's invited guests, it will also welcome celebrities and visitors to the Games.
The Omega House will also accommodate a number of VIP events and Omega ambassador visits throughout the Games.
"We are delighted that we were able to secure this historic building in Soho. It is an ideal place to greet old friends and meet new ones in an appealing, comfortable environment. It will also give our guests a chance to re-energize between Olympic events and really will be the House of Omega," Omega President Stephen Urquhart said in a statement.
The luxury horology brand has mentioned on its website that some of its brand ambassadors including Nicole Kidman and famous golf legend Greg Norman will be invited to participate in the events there.
The design of the House has been created to reflect Omega's most important watch collections. For example, the Ladymatic Room, named for the brand's stylish mechanical watch for women, is subtly decorated in elegantly classic tones.
The Hour Vision Room, on the other hand, will honour the brand's Hour Vision line and is furnished in a way that recalls the exclusive clubs that have been part of London's elite social life for decades. The space-themed Speedmaster Room, named after the first watch to be worn on the Moon, is a reminder of Omega's nearly half-century relationship with Nasa.
The luxury Swiss watchmaker has reportedly signed a £25 million deal naming it as the official timekeeper of London's 2012 Olympics.
The brand has a long history with the games event and has been the sponsor of the games before.
The BBC reported that Omega was the official timekeeper of the 2008 Beijing Games and performed the same function at the recent Winter Olympics in Turin.
The 2012 event will mark its 25th stint as timekeeper of the sporting Games - an earlier occasion having been one of London's earlier turns to play host to the Olympics, in 1948.