Swiss watchmaker OMEGA has revealed new timekeeping technologies that will be introduced at the London Olympics, which begin next month, keeping with the tradition of every Games being a showcase for new features.
This year we have four to look forward to as OMEGA debuts the tools it has been working on for the last few years.
Firstly, the Quantum Timer will provide resolution of up to one millionth of a second in what the company calls a "new generation" of OMEGA Timing products. The resolution is said to be 100 times greater than devices used at previous Olympics, making them five times more accurate because of a new component embedded in the timer.
Furthermore, 16 independent clocks will be running at the same time to send information to scoreboards and television screens - giving everybody within the stadium and across the world the same access to precision.
Secondly, OMEGA has revealed new technology for the athletics starting block. Runners' reaction times will now be measured by force against the back block instead of movement, therefore measuring the reaction time of every runner. To help with this, the central bar has been made thinner and the foot rest wider, therefore catering for all start positions.
Thirdly, the company will be introducing a new lights system for spectators at the swimming events. These will be mounted to the starting blocks to indicate who finishes in first, second and third place, allowing people to watch the race without having to take a glance at the big screen.
And finally, OMEGA has revealed that the men's and women's swimming marathons will also be improved to provide timing information throughout the race - and not just at the end of the event. While the finishing will have touchpads for people to tap and stop their timer, there will also be horizontal transponder antennas to pick up signals midway through the race to provide time information throughout.
As a precaution, though, high-definition cameras are mounted on poles to serve as a back-up and for when the athletes are too close together.
With only 31 days until the Games begin, OMEGA is ensuring that timings remain accurate during the events themselves.