Bond and Omega – A Legacy at a Crossroads 

At times it seemed impossible, at other times, unlikely. And yet, James Bond and the Broccoli family have parted ways. The official news hit last week, with the Broccoli family, which had controlled the James Bond franchise since the first movie was released in 1962, surrendering creative control to Amazon MGM Studios.

With Amazon MGM Studios now in control of the franchise, many fans are wondering what the future holds for 007. While speculation around the next Bond actor is dominating headlines, there’s another, more subtle question at play—will Bond’s relationship with Omega continue? Since GoldenEye (1995), Omega has been an integral part of Bond’s on-screen identity, cementing the Seamaster as a luxury watch associated with adventure and refinement. But how much of this legacy is genuinely organic, and how much is carefully orchestrated marketing? 

Some people might argue that Omega’s connection to Bond has had a definite impact, introducing new audiences to the world of luxury watches and influencing collectors’ preferences. Others suggest that the Bond-Omega link is more of a manufactured marketing success than a cultural shift. With Amazon MGM now in control of the franchise, will Omega’s reign continue, or could we see a completely new direction? 

Bond’s Watch Evolution 

In Ian Fleming’s original novels, he described Bond as wearing a Rolex—a choice that reflected his own taste. Much like his creator, the literary Bond sported a rugged yet elegant Rolex, which became an integral part of his character. This continued into the early Bond films, where Sean Connery’s 007 famously wore a Rolex Submariner, on that NATO strap, further solidifying the connection between the spy and the brand. 

The Shift to Omega and a Bold New Strategy 

However, in 1995’s GoldenEye, the Bond franchise took a significant turn when Omega signed a deal to become the official watch brand of 007, brokered by Jean Claude Biver. Initially, Bond’s team wanted $50k for simple product placement, but instead, they received $2M for deeper integration into the script and promotional material. 

The introduction of the Omega Seamaster 300M not only brought a fresh and modern look to Bond’s wrist but also helped reshape public perception of Omega as a brand. Historically, Omega was seen as a strong but sometimes overlooked competitor to Rolex, the new association with Bond propelled it into the limelight. The Seamaster became synonymous with adventure, refinement, and cinematic cool, making it a serious contender in the luxury watch space. After all, if it was good enough for the world’s greatest superspy, it had to be good enough for the average Joe. 

With Amazon MGM Studios now at the helm of Bond’s future, one has to wonder: will Omega remain part of the equation, or will the franchise take a different approach, as it did when Rolex was phased out in the ’90s? If a change is on the horizon, would it be driven by authenticity, a desire to refresh Bond’s image, or simply a business decision? 

Is the Bond Effect Just Marketing, or is it a Cultural Shift?

Bond’s watches have never just been accessories; they were meant as statements of character and intent. But is Bond’s association with Omega a genuine reflection of his character, or is it simply a well-oiled marketing strategy? Watch industry expert Justin Frost, Director of Digital at Sharp Magazine, has a more nuanced take: “I think it’s a ripple effect more than anything; a small number of loud voices that love all things Bond and thus love his watches have forced the conversation into pop culture dialogues.” 

Frost argues that the connection between Bond and luxury watches is more about perception than an inherent link between the two. “Through this, others are forced to have an opinion on the matter; thus, there’s a lot of marketing and enthusiasm behind that association. However, I struggle to see a true and earnest connection between the two,” he adds. This suggests that while the Bond-Omega partnership is undeniably successful, it is driven as much by strategic branding as it is by genuine cultural influence. 

Bond’s Influence on Watch Collectors 

Bond’s watch choices have had a lasting impact on watch collectors. Certain Bond-era Seamasters largely owe their continued popularity to their association with 007. But for the non-WIS community, where would things stand without Bond’s endorsement? “The Seamaster (the 2531.80) is a perfectly fine watch, but I doubt it would have the same staying power in the enthusiast collecting circles if not for Brosnan-era Bond placement,” Frost suggests. 

Another key aspect of Omega’s Bond strategy has been the introduction of the NATO strap, which has since become a defining accessory for casual and serious collectors alike. “Then there’s Omega’s push of the ‘Bond NATO’ strap on more recent editions of pieces used in the films of Daniel Craig. For those more at the surface level of watches, I don’t doubt that some would have their first NATO strap exposure thanks to that,” says Frost. This demonstrates how Omega has effectively leveraged Bond’s image to introduce stylistic elements that have become widely accepted in watch culture. 

If Bond’s watch were to change under Amazon MGM’s leadership, how would that affect collectors? Would a return to Rolex or a completely new watch brand shake up the enthusiast market, or would it merely serve as another brand marketing exercise? After all, now that Rolex is no longer paying the big bucks to the F1, it surely has some spare marketing budget for a new venture. 

A New Chapter: Bond’s Future and Omega’s Role in It 

Amazon MGM’s acquisition of the Bond franchise marks a significant shift for 007. The studio now has the power to reshape every element of Bond’s identity, including his timepiece. The decision of whether to continue Omega’s reign or introduce a new brand could redefine the watch world’s relationship with the franchise. For all we know, the next film may see Bond ordering his next watch for same-day delivery on Prime. Wouldn’t that be a turn-up for the books? At least it’d keep Q happy. 

That said, Frost remains realistic about the role of Bond’s watch in the broader industry, suggesting that while Omega has certainly benefited from the partnership, it may not be as irreplaceable as some might think. “It’s been a huge marketing machine, and one that has given the brand tons of screen time over the years (as well as billboards and the like), but I think that if Bond wasn’t there to create a marketing talking point, something else would likely take its place.” 

That raises an intriguing possibility—if Bond’s next watch is chosen with a fresh approach, will it reinforce the character’s evolving image, or will it simply be the next chapter in a long-running game of strategic brand positioning? With that, could we see Commander Bond running around with a Richard Mille on the wrist? Perhaps not; I suspect he may not want to draw the attention of watch muggers while dealing with his criminal underworld enemies. 

Final Thoughts 

Whether the Bond-Omega relationship really was built on marketing or true cultural significance, its impact can’t be denied. From GoldenEye to No Time to Die, Bond’s wristwear has helped shape not just watch trends but also our broader perception of what a luxury watch represents. With Amazon MGM now holding the reins, Bond’s watch future remains uncertain. Will Omega’s reign continue, or is a shake-up (not a stir) imminent? Whatever happens, one thing is certain—007’s wrist will be as closely watched as the next actor to step into the legendary role.