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Space tourism - once a mere dream for the future - now becomes reality, though the 20 million-dollar price tag for the first return ticket still remains beyond the means of most people. However, one item of the standard equipment issued to this extraordinary tourist can be purchased over the counter from any of the world's prestige watch retailers: The OMEGA Speedmaster X-33 chronograph. The world's first fare-paying tourist in space is Mr Dennis Tito, a 60 year-old former aerospace engineer and founder of a multi-billion dollar pension investment firm. Tito was presented with his Speedmaster X-33, developed specifically for space use in conjunction with astronauts and pilots and tested on board the MIR space station, at an official reception together with fellow crew members, commander Talgat Musabaev and cosmonaut Yuri Baturin. As part of their training, the crew participated in a course designed to familiarise them with the watch's numerous functions: dual analogue and digital display with backlight for excellent night legibility, a powerful 80dB alarm which meets NASA's strict requirements, a mission elapsed time function - indispensable for timing all flight operations - with its own separate alarm, Universal Time indication (also with alarm) as well as a chronograph and countdown timer. Thanks to the use of high-tech, robust yet lightweight materials such as titanium and kevlar, the X-33 can easily stand up to the tough conditions that prevail in space. To fulfil his long-held dream of spaceflight, Dennis Tito offered to finance an entire mission to the MIR space station. However, due to the decision to take MIR out of service and bring the station back down to Earth, he was instead given the opportunity to fly to the new International Space Station. Tito will be the third crew member of mission ISS 2S, the purpose of which is to replace the Soyuz capsule that acts as a "lifeboat" for the resident crew on board the ISS. To ensure maximum safety, this capsule is renewed every six months, with the mission crew returning in the old capsule. Experienced mission commander Musabaev has spent a record-breaking 333 days on board the MIR space station and conducted a total of seven EVAs (extra-vehicular activity). He also has his own special association with OMEGA, having been one of the crew who presented the Speedmaster X-33 to the world via a live satellite link-up with MIR in 1998. He is accompanied by cosmonaut Yuri Baturin, who gained first-hand experience of such "taxi" missions on his first mission to space aboard Soyuz TM28 in 1998, returning with Soyuz TM 27. Following the controlled re-entry of MIR into the Earth's atmosphere last month and its subsequent destruction in the Pacific Ocean, the ISS now becomes the platform for space research in the early 21st century and will accommodate a permanent crew of up to seven people for periods of between three and six months once complete. With the OMEGA Speedmaster Professional X-33 as part of their standard equipment, every visitor to the ISS will take with them a quality timepiece with proven reliability that embodies of 150 years of watchmaking know-how.

Involved in the world of sports since the beginning of the last century, Omega, a part of the Swatch Group, has contributed immensely to the development of top-level timing technology and its new agreement with 'golf in DUBAi' reinforces Omega's commitment to the development of sports in the region and communicates an incredibly "positive signal' at a time when global financial crisis is threatening to bite into sports."Golf is one of the fastest growing sports in the Middle East and Dubai, in particular, where the number of golfers is increasing rapidly. This is a tremendous opportunity to showcase our brand to consumers. We are proud to be the title sponsors of the Dubai Desert Classic and Dubai Ladies Masters, the two well-established events in the Emirate, if not the Middle East," said Nayla Hayek, a member of the Swatch Group Board of Directors."We want to project our image throughout the country and a good way of doing that is by sponsoring tournaments of the stature of the Dubai Ladies Masters and the Dubai Desert Classic. Golf in Dubai is going places and we want to be along for the ride," she added.With golfing superstars like Sergio Garcia and Michelle Wie as brand ambassadors, Omega's association with golf is not simply restricted to major tournaments, it goes well beyond the fairways and greens. The first company to be entrusted with the official timekeeping of all disciplines at the Los Angeles Games in 1932, Omega's name has become synonymous with the Olympic Games, and its association with golf is equally well acclaimed.Official Timekeeper of the Olympic Games until 2020, Omega is one of the few watch brands in the world with a history and tradition that can compete with that of golf. Founded in 1848, twelve years before the first-ever British Open took place at Prestwick golf course near Glasgow, Omega's involvement in international golf today includes tour and tournament sponsorship as well as official timekeeping. "The Dubai Desert Classic has already become a landmark event for the city of Dubai and the addition of the Dubai Ladies Masters three years back further cemented the city's reputation as one of the most sought-after golfing destinations in the world," said Ms Hayek."With golf in DUBAi boasting two major world-class events, naturally we are delighted to be involved with them as the title sponsors. I think our common objective of promoting Dubai and our drive for perfection will lead to a perfect partnership," she added.'golf in DUBAi' was equally upbeat about the new agreement with Omega. "Our association with Omega wasn't born overnight �C we have been involved with them over many years now, and the journey has been quite fruitful, to say the least. Omega first came on board as a partner and official timekeeper and now the partnership has grown to a different level," said Mohamed Juma Buamaim, Vice-Chairman and CEO of 'golf in DUBAi.'"We feel privileged to have Omega as the title sponsors of our events. In these days, when everybody is uncertain about the future, Omega's devotion to the development of sports is certainly a source of confidence for all the sports event organisers. And we value their gesture with a promise to deliver events befitting the global image of Dubai and the Omega brand," he said."Sponsorship is the lifeline for the health of any sporting event and it's really a matter of pride for all of us at golf in DUBAi to see Omega in the lead role. I am sure we are in for an exciting time ahead."The world's leading golfers will descend on Dubai when they compete at the Emirates Golf Club, the home of both the Dubai Ladies Masters and the Dubai Desert Classic. The events take on special significance as the Dubai Ladies Masters, taking place from December 6 to 12, 2009, marks the end of the Ladies European Tour season while the Dubai Desert Classic (February 1 to 7, 2010) brings down the curtain on the European Tour 'Desert Swing, which includes stops at Abu Dhabi and Doha.The presence of world-class players like Annika Sorenstam, Laura Davies, Karrie Webb, Natalia Gulbis, Gwladys Nocera, Sophie Gustafson and Catriona Matthew over the last three years has firmly established the Dubai Ladies Masters a most sought-after event on the Ladies European Tour.The Dubai Desert Classic, now the longest-running European Tour event in the region, has a unique aura about it. Since the day former Ryder Cup captain Mark James became the first winner in 1989, the Dubai Desert Classic has seen a litany of big names such as Tiger Woods, Ernie Els, Seve Ballesteros, Jose Maria Olaz��bal, Mark O'Meara, Henrik Stenson, Thomas Bjorn, Colin Montgomerie and Rory McIlroy holding the traditional Arabian coffee pot-shaped trophy against the backdrop of the huge lake guarding the 18th green.With Omega keeping watch as the lead sponsor, the script can only get better with time.