This sentence over at Cultures and Traditions caught the Ecorazzi's eye: "Plus, as part of his [Clooney's] contract with Omega watches, he's working with them on the development of a fuel cell, not to mention presenting himself as the pin-up boy for eco-friendly electric cars."
Huh, a watch company making fuel cells? Yeah, that's what Ecorazzi's Michael wondered, too. So he dug around and found that Swatch (which owns Omega) has been trying to develop "an ultra-efficient and cheap fuel cell engine." Omega won't make the whole car for this fuel cell, just try to sell the powerplant component to automakers. With George Clooney as a salesman/spokesman, there's a good chance buyers will listen - as long as the thing works and isn't absurdly expensive.
Cultures and Traditions via Ecorazzi]