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When creativity meets efficiency: James Bond x Omega

On the 30th of September, the latest movie from the 007 franchise “No Time to Die” was finally released in theatres after multiple postponements due to COVID-19.

The movie was an immediate box office success, and was described as amongst the best appearances of Daniel Craig as the fictional British MI6 agent James Bond.

From this standpoint, we are all familiar with the story, but what you might not know is the interplay between Bond and the Omega watches, a partnership that, today, totals more than 25 years.

However, for his final appearance as Bond, Daniel Craig wanted to help in the design process of  the newest watch worn by his fictional agent, a big change for the developers.

Here’s what he had to say about it: “I want to know what the watch is early on. I want to know what I’ll be wearing and what it’s going to look like. OMEGA has embraced that. They’ve been excited about that and bringing something new”.

His final decision? A 42 mm case, “tropical” brown dial and bezel ring. These come either with a titanium mesh bracelet or a NATO strap. Key for an action-packed man like Bond, this piece is something comfortable and lightweight while remaining visually stunning.

Partnerships like these can be considered as more seamless and “lowkey” since they are able to reach the audience without being too under the nose like other product or brand placements.

In this case, the movie is indeed capable of communicating to a diverse audience: it satisfies the experts, by offering a brand new and personalized limited edition of a beautiful watch, and guarantees a fun experience for those who can recognize the model of the watch. And for the rest of us . . . well, we just enjoy the movie without being bothered by excessive advertisement.

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