Although Daniel Craig inherited the role of "James Bond" Ambassador for Omega in 2006, it's actually been the Bond girls who've been most visible in promoting his movie-related James Bond watches
According to Omega, 81% of its 1995 market was “Gents.”
In 2010, the distribution was only 51% Gents, compared to 49% wristwatches for “Ladies.”
James Bond started wearing Omega in 1995, of course — with the introduction of Pierce Brosnan as 007 in GoldenEye. His watch was a quartz Seamaster, which I suppose no one who knows his watches could imagine today.
Then again, as has been pointed out elsewhere, a great deal has changed in the world of James Bond since 1995. Specifically, a greater emphasis on the female characters. Remember the rumored “Jinx” spin-off series that was discussed as Die Another Day was coming out in 2002?
Quantum of Solace scripting took us right into the bedroom of Lady M. And now in the third month of principle photography on Skyfall, we’ve seen more photos of Judy Dench online than of Daniel Craig. Not to say that his performance as James Bond in Skyfall will be a minor one. As Michael G. Wilson emphasized at the press conference last November, Barbara Broccoli is interested in seeing more of Mr Craig, sans clothing, in Bond 23.
Yet keeping the Omega on his wrist as proof of performance, again, following suit after the sauna sequence in GoldenEye?
It’s been somewhat the subject of debate as to when, exactly, Daniel Craig became a brand ambassador for Omega watches. Sure, his “James Bond” seamlessly stepped into the job as Pierce Brosnan stepped out. But only in terms of the product placement arrangement with the movies; not, as Mr Brosnan had enjoyed, as his own, separate person.
That changed recently, and now Mr Craig is official on his own as well with Omega. Starting in 2010? or 2011? Either way, not in 2008.
The, um, acting brand ambassador for Omega? back then was Bond girl Olga Kurylenko. The Bond girl who did not sleep with Agent 007 in Quantum of Solace. Still, doing yeomen’s work in reminding us that two limited edition Omega watches were released in conjunction with Bond 22, and that a 42mm reference 2201.50 Seamaster Planet Ocean was official watch in the film, per product placement deal.
Dispatching a Bond girl to promote James Bond watches was not without precedent. In connection with the release of Casino Royale in 2006, actress Caterina Murino was most visibly on the road for Omega.
Looking to another watch product placement partner for the Eon Productions James Bond movies, recall that Seiko not only provided an unprecedented 3 different models for Roger Moore to wear on-screen in A View to a Kill, but for a number of other characters as well.
Remember an auction by our friends at Christie’s for one of ‘em? Lot 85 in Sale 9017, in 2001, was a ladies’ Seiko worn by Moneypenny-actress Lois Maxwell.
While we’ve heard a lot of chatter in the last couple of months about another Seamaster model for James Bond in Skyfall, the Seamaster accounts for about one-fifth of Omega sales. Constellation, accounts for 54% at the higher-end. Omega has also introduced the Ladymatic as part of its De Ville offering, which accounts for 16% of its distribution.
Maybe the new audience demographic to which a scantily-clad Daniel Craig is meant to appeal will be encouraged to take their eyes off whatever assets he’ll be revealing, just long enough to peruse their own vicarious Bond girl interests through horology.
I wouldn’t be surprised if there turns out to be a whole lot more to the James Bond watch story à la Skyfall this year.
Perhaps even a more than equal force to be exerted by one or more of the Bond girls.
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