OMEGA has officially welcomed French creator Inoxtag into its circle of Friends of the brand, elevating a partnership that blends digital influence with real-world ambition. As the rising explorer prepares for Everest, the watchmaker positions his story at the intersection of precision, adventure, and next-generation culture, an ideal match for the Speedmaster legacy.
Known as Inès Benazzouz off camera, the French creator has a massive online following and has recently turned her attention to high-altitude adventures, catching the industry’s attention after a year of concentrated preparation for Everest. His longstanding interest in watchmaking is evident in his repeated wearing of a Speedmaster Moonwatch with a white dial (reference: 310.30.42.50.04.001) well before today’s announcement.
The announcement features the Speedmaster Dark Side of the Moon, a timepiece that blends heritage with modern materials, representing one of OMEGA’s most iconic lines.
OMEGA has a history of supporting explorers and boundary-pushers, from ocean expeditions and polar crossings to lunar missions. The brand positions this collaboration as an extension of that legacy into digital-first culture.
The company’s selection of a creator known for pushing limits suggests a strategy to connect with new collectors where they already engage while maintaining ties to the Speedmaster’s space-age credibility.
“My path is guided by curiosity and the desire to explore new horizons,” he says. He adds that he aims to move forward daily while staying true to what drives him: unique experiences shared with his audience. “With OMEGA, we share a vision built on discovery, precision, and adventure, which made this collaboration feel natural,” he adds, framing the partnership around a shared purpose rather than a simple endorsement.
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The Speedmaster Dark Side of the Moon is a smart choice for an initial official appearance, combining a full ceramic case with the lunar lore that keeps the Speedmaster family at the heart of OMEGA’s identity. Recent updates to the Dark Side of the Moon collection include Master Chronometer calibers, such as the automatic 9900 and hand-wound 9908; improved antimagnetism; and refined case work. These updates strengthen the case for wearing ceramic chronographs daily.
Coverage tied to this partnership also points to a Dark Side reference. Earlier public appearances showed him favoring the current Moonwatch with a white dial for more casual wear.
The one-year sprint toward an Everest ascent looms large in how fans perceive the creator, feeding an image of discipline and goal-setting that brands have been quick to notice.
French media documented his departure for Nepal, where he will spend about two months, reinforcing the sense of ambition that now underpins his collaboration with a timing-obsessed company.
OMEGA’s message is clear: modern exploration includes digital reach and real-world objectives, and the Speedmaster line symbolizes the connection between the two.