Finally, with the 1987 introduction of TAG Heuer as James Bond watch in The Living Daylights, that motion picture opened the door to the sort of content for debate that would keep ‘James Bond watches’ a heated topic in perpetuity. Titans were identified and set into irreconsilable opposition: Japanese horology versus Swiss.
Even before the World Wide Web was established, ample fodder for flame wars was in place.
With quartz-tech market share en route to passing 93 percent of units sold worldwide in 1995, Omega inaugurated its own relationship with EON Productions by placing a quartz Seamaster model on the wrist of Pierce Brosnan when he entered as Agent 007. Two years later, that piece was switched-out for a virtually indistinguishable Seamaster Chronometer.
Why not? The Quartz Revolution had come to an end. Its victors had nothing left to prove.
James Bond was poised to take winnings from this as well. In the movies, his obviously fictional character had become established as a go-to watch-wearer whose choice of latest timekeeper would never again go without notice.
That attention now begins before cameras even start to roll on the next film.
In 2006, Daniel Craig became James Bond. He made three movies prior to SPECTRE, which is where we started with this article. Craig’s Agent 007 has thus far worn a total of five different watch models through just three movies. A couple of different styles, too.
But he has never worn the same watch model for more than one movie.
Now we all have a clearer basis for discussing why.
— Dell Deaton
James Bond Watch researcher, author