“Fort Knox” presentation box for “Goldfinger 50th Anniversary Unique Piece” Omega Seamaster Aqua Terra James Bond watch

Why would Omega release any sort of “Goldfinger” commemorative James Bond watch?

From the outset of announcement, I couldn’t help but think that there’s more to this marketing initiative than what we got with the press releases.

At the very least, some rather fundamental questions have yet to be asked, let alone answered.

Should we expect another James Bond “limited edition” watch, yet this year?

Is Aqua Terra slated to be the next James Bond movie watch?

Are James Bond watches going to get a lot more expensive, with Agent 007 dispensing with stainless in favor of some new “gold standard”?

In the 1964 EON Productions movie Goldfinger, Sean Connery’s James Bond wears two wristwatches. One is a diver’s watch, the other a dress watch; neither is a sports model in any way comparable to the Seamaster Aqua Terra.

Neither Goldfinger movie-watch is worn on a bracelet.

Neither Goldfinger movie-watch has a gold dial, nor date complication.

Neither Goldfinger movie-watch was made by Omega.

An argument could be made in favor of Omega having produced a tasteful one-off De Ville, with a nod to the Gruen Precision actually worn on-screen by Sean Connery in Goldfinger. Supremely classic. Perfectly reminiscent of the 1960s James Bond image, if not elevating-by-association the current franchise re-boot.

De Ville is already associated with Daniel Craig, too, of course, through his generous support of Orbis International. Would there have been concern about confusing that connection with the NSPCC charity for which the “Goldfinger” Christie’s auction was designated to support? Not likely. I’m confident the public can differentiate between a blue-dial, steel-cased, and a white-dial, gold-cased Omega De Ville.

However, I doubt this was even considered in concepting. Bond hasn’t worn anything close to a dress watch since Seiko was on his wrist in 1985 for A View to a Kill.

Which takes us to the pink elephant.

The iconic Goldfinger wristwatch shot shows us James Bond illuminating the dial on his Rolex Submariner with a cigarette lighter flame. Clearly, a diver’s watch.

And 48 years later, Official Omega went out of its way to emphasize that its Planet Ocean, ie, a diver’s model, was the current James Bond watch. This despite the more dominant appearance of an Aqua Terra model throughout that last EON Productions 007 movie, Skyfall. As a diver’s watch, the Omega Seamaster Planet Ocean is at least thematically consistent with Goldfinger.

Is that good? bad? Wouldn’t such an obviously direct parallel risk blatant mano a mano comparison with Rolex?

No more so than it had already done by shoehorning its brand into a movie with which it had absolutely no connection. Nor, for that matter, would such a “concern” be consistent with a watchmaker already blatantly juxtoposed with Rolex via curious bit of dialog in the 2006 Casino Royale.

Post-movie grafts are without precedent, of course. In 2002, Swatch did its own “Goldfinger” watch. But, unlike “Goldfinger: The 50th Anniversary” piece, Swatch produced as well a commemorative tied to every other EON Productions movie that had been by-then released.

So, what is likely to be going on here?

Clearly, “Goldfinger: The 50th Anniversary” James Bond watch tests the waters in gauging potential interest for a future Aqua Terra “007” commemorative. How much attention did this story command, on the Internet? through afficiando outlets? inside brick-and-mortar stores authorized to sell Omega? More positive, or negative? Strongly so?

Up to now, James Bond limited edition wristwatches from Omega have been diver’s models. Exclusively. And Official Omega has stuck with stainless steel for all of them.

Further consequent intelligence might tell the manufacturer if there exists a a potential market for a gold Omega James Bond watch. Is there indication that Daniel Craig’s Agent 007 “should” wear a gold Aqua Terra on-screen via Bond 24 product placement? And, by association, retail consumers are going to buy it? At what price point? It’s noteworthy that post-auction commentary from Omega remarks on the record-setting selling price commanded by its “Goldfinger” wristwatch.

As prospective buyers, you and I will know even more about this thought-process if the “unique” one-of-a-kind “Goldfinger” wristwatch we saw auctioned last month is followed by an officially-licensed “limited” series before Christmas, right?

Meantime, as the now-second James Bond Aqua Terra, it’s clear that the non-diver wristwatch choice in Skyfall is no longer arguably an exception (if it ever was). Protestations aside, Aqua Terra was the dominant “James Bond choice” in Skyfall.

It’s highly likely we’ll see another James Bond Aqua Terra Omega in Bond 24. Or, one must surmise, at least that was the plan.

After all, the name “Goldfinger” epitomizes surprise.