Assuming with "image," you mean the kernel. Here's what Documentation/kbuild/kbuild.txt says:
KBUILD_BUILD_TIMESTAMP
--------------------------------------------------
Setting this to a date string overrides the timestamp used in the
UTS_VERSION definition (uname -v in the running kernel). The value has to
be a string that can be passed to date -d. The default value
is the output of the date command at one point during build.
For example you can run:
export KBUILD_BUILD_TIMESTAMP='Sun May 1 12:00:00 CEST 2011'