The Rolling Stones classic, Start Me Up, features in an advertisement by watchmaker and official timekeeper of the 2012 Olympic Games in London, Omega.

Omega President, Stephen Urquhart, said, "Just as the Beatles represent the Liverpool scene, the Rolling Stones represent the London scene of the '60s, '70s and beyond... We're really tapping into London and its musical heritage."

When asked to speculate how much the Stones were paid for use of the song he declined, but replied "You're not far off" to a reporter that guessed a whopping $500,000.