Swiss timepiece maker Omega has launched its first e-commerce initiative in China.

Omega China has opened a new pop-up store in the Tmall Luxury Pavilion, an online platform for premium brands under Alibaba Group.

Pre-sales for Omega’s new Seamaster Aqua Terra Beijing 2022 limited-edition wristwatch will be exclusively available on the pop-up site between June 15 and August 7. The watch will be available in physical stores later on. Just 2,022 watches have been made to mark Beijing’s upcoming Winter Olympics.

The Pavilion has recently overhauled its site with more personalised offers and recommendations, introducing a brand-generated content feed and online magazine.

“We want to step up our offerings in terms of creative experiences, trending product feeds and style tips from fashion editors to help young users find items and brands they love,” said Tmall Luxury Pavilion head Lili Chen. “The Pavilion revamp enhances the discovery journey and shopping experience for our customers, while helping luxury brands better express their brand vision, aesthetics and new creations.”

Omega joins 133 brands on Tmall’s Luxury Pavilion, including rival brands Tag Heuer and Zenith, along with Versace, Stella McCartney, Moschino, and others.