Watches ─
James Bond Watches

Notwithstanding, I've been asked from several fronts now to weigh in with an opinion on what Agent 007 "should" wear when he returns, and, more particularly, how that should comport with my recently published research finding that Ian Fleming had a Rolex Explorer in mind from him back in 1962.

Forty-seven years have passed since then. Two months ago, by way of gauging perceptions, I ran a Poll in one of the general watch enthusiasts' Forums and found that Omega leads as the brand most associated with James Bond in the films. And by a healthy margin of 52% as compared to 41% for its next closest competitor. So there's certainly a momentum for that.

Personally, I do think the horology wishes of Mr. Fleming should be reflected on the big screen in Bond 23. But I'm not sure the time is right to advocate the advocating the Rolex Explorer. (Even if it was not, we'd be talking about a model 114270 here, as opposed to an original 1016 — because Agent 007 couldn't do "vintage" as a field operative.)

As I wrote in my February 2009 WatchTime article, Ian Fleming expressed the clear assumption that, for the first half of his James Bond thrillers, he had in mind that 007 was wearing "fairly cheap, expendable wrist watches on expanding metal bracelets." The entire text of the Fleming half of this correspondence is published in full on page 68 of James Bond: The Man and His World, by Henry Chancellor (2005).

Daniel Craig has never worn anything but so-called luxury wristwatches, despite the franchise reboot: Two Omega Planet Oceans and a coaxial Seamaster in just a pair of films, starting with Casino Royale. But 007 audiences have shown a great propensity to demonstrate a willing suspension of disbelief, should there be thoughts of making a change even now.

To me, Swatch is a nice fit. The original brand positioning was that of a watch designed to deliver "a better and slimmer quartz movement than the contemporary Japanese models," as noted in The Watch, by Gene Stone (2006). Mr. Stone continues as follows.

... the decision was made to compete with the Japanese in price as well as slimness. By the early 1980s the watch that eventually became the Swatch was developed. It was an inexpensive, all-plastic quartz watch in which the case's inside back was also its main plate.

The key to the Swatch watch's success was keeping these products from looking cheap — they had to be inexpensive yet stylish ....

It's as if these watches were designed to the original specifications for James Bond that Ian Fleming had typed out in 1958. Today, none other than Swiss watch industry icon Nicolas G. Hayek wears a Swatch timekeeper as a matter of course. Moreover, Omega is actually a Swatch holding (if that needs to be a consideration).

As I wrote for WatchTime, the watch Daniel Craig wears as 007 further serves to characterize his portrayal of James Bond. To date, the consciously "expendable" nature of Bond's watch hasn't truly been addressed. It would be interesting to see that done. As I wrote in response to Robert-Jan about a month ago on his Fratellowatches Blog, "... it makes sense on a number of fronts. Younger, less established agent (personally and in the field); lower profile, yet perfectly acceptable (note another 'WatchTime' article that references US Presidents who've worn Timex wristwatches)." From a collector's standpoint, it would also be nice to associate watches at a price point more accessible to loyal followers of the film franchise.

Only time will tell what's in store for Bond 23.

Posted by Dell Deaton, March 10, 2009 at 8:57 AM

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07/28/2010 08:22 AM