On 5 October 2011, Omega opened its new-look boutique at GUM in Moscow, with Omega president Stephen Urquhart joined by brand ambassador Cindy Crawford. The event was held at Pashkov House, with actors dressed as watchmakers, and a display of Omega's Constellation line. The Omega boutique at GUM originally opened in 2006, and its new concept features elements representing air, water, earth, the sun and, of course, time. GUM, which faces Red Square, is the most prestigious retail address in Moscow. Built between 1890 and 1893, it is a luxury brand shopping.centre.