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Omega will be the official timekeeper of the Olympics, which are scheduled to open in Vancouver, Canada Friday. And by bringing in 250 tons of equipment, they are pulling out all the stops to ensure the medals go to the right folks. Omega's parent, the Biel, Switzerland-based Swatch Group, is banking on this high profile to lift sales and profits after a tough 2009. This will be the 24th time Omega has been the official timekeeper of the games.Related PostsSwatch Group Upbeat About 2010Swatch Numbers Worst in a DecadeOmega to Time Olympic Games (Again)

The IAAF Diamond League is an annual series of one-day meets which intends, as one of its main goals, to enhance the worldwide appeal of athletics. The 14 meetings planned for 2010 replace the Golden League, whose six meetings were contested exclusively in Europe. The IAAF Diamond League will still include the most prestigious events on the European athletics calendar but will also feature meetings in China and the United States and will kick off its ambitious schedule in Doha, Qatar on the 14th of May.Stephen Urquhart, the president of OMEGA, said, "We are looking forward to timing the performances of the talented men and women competing in the international IAAF Diamond League meetings. We already know many of these top athletes through our association with the Olympic Games and we are pleased to be part of this new initiative which will bring world-class athletics to an even wider audience."IAAF President Lamine Diack reflected on OMEGA's history of timing athletic events and expressed his enthusiasm about the partnership. "Athletics as the Olympics' number one summer sport has had a long standing and historic relationship with OMEGA. Accurate timing and measurement are at the core of an objective sport such as athletics, and the results of the IAAF Diamond League will particularly be in the public's focus this summer as the best athletes in the world vie for more than US$6 million in prize money." In addition to its timekeeping and data handling activities at some of the world's highest-profile sporting events, OMEGA has been responsible for the development of much of the key technology in sports timing, including the Scan'O'Vision photofinish camera with its ability to "photograph time". OMEGA has served as Official Timekeeper at 24 Olympic Games since 1932 and recently extended its agreement with the International Olympic Committee through 2020.