New York--Omega ambassador and Olympic swimmer Michael Phelps helped open Omega's first-ever flagship boutique in New York City on Wednesday.

The ribbon-cutting ceremony took place at the Swiss watch brand's new digs on 711 Fifth Ave. between 55th and 56th streets in Manhattan.

Omega Chief Executive Officer Stephen Urquhart was on hand to make opening remarks, and a Phelps watch donation was made to help commemorate the occasion.

Phelps has been an Omega ambassador since 2004. In addition to his Olympic wins, he holds American and U.S. Open records, as well as seven world records in swimming. He has also won more career Olympic gold medals than any Olympian.

Omega has had a long history of tie-ins with sports. Beginning in 1932, the company was the first to be entrusted with the official timekeeping of the Olympic Games in Los Angeles, a role it has since reprised 23 more times.

Additional Omega ambassadors in the sports arena include yachtsmen Dean Barker and Ellen MacArthur, golfers Sergio Garcia and Michelle Wie, swimmers Alexander Popov and Ian Thorpe, and Formula 1 driver Michael Schumacher.