Mykonos does not exactly conjure stealth wealth. A cursory scan of social media confirms that the Greek island, once the exclusive playground of the jet set, has become one big open-air disco – a hotbed for scantily clad influencers and sinfluencers.

Despite the island’s decline in style, to mark the 75th anniversary of its Seamaster collection, Omega – a Swiss company that, with its Hellenic name and logo, speaks in a Greek accent – held a VIP blowout here last month to launch 11 new aquatic styles, all in a cobalt palette that the company is calling “Summer Blue”.