When Watch Hype Makes Sense — James Bond And His Omega Seamaster Plus Other Hits And Misses

The perfect storm can cause watch perfection

January 17, 2022

comments 25

Merriam-Webster’s definition of a perfect storm is “a critical or disastrous situation created by a powerful concurrence of factors.” That sounds bad. And if you saw Wolfgang Petersen’s biographical disaster movie The Perfect Storm, you know what it literally does and means. The term “perfect storm” was first used in 1998, and besides being used for catastrophic situations, it can also apply to something that works out extremely well. A perfect storm is when hype makes sense, you could say — like James Bond wearing his Omega Seamaster 300M 007 Edition in No Time To Die. The man, the myth, the movie, and the watch together created the perfect storm.

I started with a definition from Merriam-Webster, and here’s another one. Hype is “promotional publicity of an extravagant or contrived kind.” That sounds about right. The word “hype” has a negative connotation, especially when the promotional message contains misleading claims. To me, hype, in the context of watches, is more about a situation or state I would describe as “hype-notizing” — see what I did there? Let me present you with an example. A CEO announces the discontinuation of a certain watch model that’s already in (too) popular demand.

… an observer of this “hype-notizing” spectacle can only conclude it witnessed a perfect storm.

Soon after his announcement, the same model in an atypical dial color comes out and causes the market to heat up even more. And not much later, when a limited edition in collaboration with another legendary brand is announced, the market is in such a raging state of frenzy, observers of this “hype-notizing” spectacle can only conclude they witnessed a perfect storm.

James Bond Wearing his Omega Seamaster — wearing the hype in a perfect storm

I’m sure you guessed the brand and the watches I described. When crucial elements like scarcity, over-exposure, and high demand cause mass hysteria, you could categorize them as the ingredients for a perfect storm or hype. But hype is not always a bad thing. Let’s take the example of James Bond wearing his Omega Seamaster 300M 007 Edition in the 2021 movie release No Time To Die. Bond began wearing Omega in 1995, and over time, the combination of 007 and watch brand has become something like a fact of life. COVID-19 messed up a lot of things, and movie releases were among them. Initially, No Time To Die was going to hit movie theaters in November 2019. And that’s why in the same period, Omega launched the Seamaster 300M 007 Edition, the titanium watch co-styled by actor Daniel Craig for his final appearance as 007.

A 42mm perfect storm

The pandemic ended up delaying the release of No Time To Die until the last day of September 2021. But the talk about the release of the film had been in the news for almost two years. And while this was happening, the non-limited 42mm Seamaster 300M 007 Edition (€9,100 on a bracelet, €8,100 on a NATO strap) was in stores and doing well. The combination of high-tech titanium, retro elements, as well as the familiar Seamaster 300M looks was an instant hit. The grade 2 titanium Seamaster, the odd one out in the collection, gets every detail right. From the surprising and stunning Milanese bracelet in titanium to the very cool NATO strap option and the numbers on the case back which follow the format for genuine military-issue watches. To many, the watch itself is a perfect storm already.

The watch, the hero, the actor, the movie

When No Time To Die finally came out, the expectations were high — very high. But the movie did not disappoint. Far from it; it received raving reviews. And even regular, non-007-fan movie-goers who just were glad they could go to a cinema again liked it. It was also the moment when the watch, the hero, the actor, and the movie (finally) all came together. But the “promotional publicity of an extravagant kind” didn’t lead to a hollow hype. Instead, both the watch and the movie delivered.

As Hannibal from the A-Team famously said, “I love it when a plan comes together.”

The quality of the hyped products created a magical moment where everything was in sync. As Hannibal from the A-Team famously said, “I love it when a plan comes together.” At a point, Omega had to work hard to meet demand, and even though the Seamaster 300M 007 Edition had already been out for about a year and a half, after the release of the movie, sales surged again.

RJ on the set of “No Time To Die”

Ethan Hawke, no, wait, Ethan Hunt!

You would think that a successful movie franchise like Mission: Impossible would be able to pull off the same strategy to great success. But it hasn’t, and there are many possible explanations why. One I think of is the fact that James Bond is a character developed in writing. The 007 books and movies have appealed to different generations. Bond is a worldwide cultural phenomenon. Based on a television series from the 1960s and ’70s with the same name, Mission: Impossible is a series of six films with two more on the horizon. The genre is the same as Bond — a lot of action and stunts and high-tech spy stuff — and even the music theme is as recognizable as the James Bond theme. But when I asked myself out loud what the name is of the main protagonist, I mistakenly said Ethan Hawke and not Ethan Hunt.

Tom Cruise as Ethan Hunt wears a Casio G-Shock DW290-1V in Mission: Impossible – Photo ©Paramount Pictures

A spy moonshining as a brand ambassador

“Bond, James Bond” is a line everyone knows. It’s more than a quote. It’s cultural heritage. When you hear it in a movie, and even when you say it to yourself in the mirror, the words transmit feeling. The fact that a fictional character can remain relevant for so many decades is an interesting phenomenon. After big boss Nicolas G. Hayek ordered the rejuvenation of Omega, it was very smart of Jean-Claude Biver to use James Bond as a brand ambassador. And once Omega started, it never stopped. The brand’s consistency has created a fact-of-life kind of partnership. That’s another thing you don’t get with Mission: Impossible. Tom Cruise as Ethan Hunt just isn’t consistent when it comes to the watches he wears. Another thing to consider is that no matter who plays Bond, he is Bond. But someone other than Tom Cruise playing Ethan Hunt would most likely not work.

Ethan Hunt wearing a Tudor Heritage Chronograph

So many movies, so many watches

I’ve seen Ethan Hunt hanging on to planes and buildings for dear life wearing different G-Shock watches. And in Mission: Impossible — Ghost Protocol (2011) the Tudor Heritage Chronograph was on his wrist.

… Ethan Hunt didn’t make Tudor his watch of choice.

But instead of marking that as the starting point of a fruitful corporation that would benefit both the movie franchise and the ambitious watch brand, Ethan Hunt didn’t make Tudor his watch of choice. And so you could also see him wearing a Tissot T-Touch Expert Solar at some point. I can’t help but wonder what he will be wearing in Mission: Impossible 7, which is set to open in September 2022, and Mission: Impossible 8, scheduled for July 2023.

Max Verstappen back in 2016 with the first TAG Heuer watch with his name on it

“Max Mania”

Another missed opportunity to create a perfect storm occurred when Max Verstappen grabbed the Formula 1 world title. The TAG Heuer partnership with Red Bull Racing and its drivers is a solid and successful one. The first three special Max Verstappen watches quickly sold out. The first one celebrated him as the youngest Grand Prix winner ever. Now he’s the world champion, and maybe I’m impatient, but shouldn’t TAG Heuer have had a special edition at the ready as soon as Verstappen climbed the podium in Abu Dhabi? It could have been a special version of the 2021 Monaco Titan Special Edition he wore a lot during the season. The “Max Mania” in the Netherlands alone — caused by, amongst other things, the “hype-notizing” television coverage on the Ziggo channel — would have made that watch a success. The Dutch are frugal, but also not insensitive to hype, especially the F1 fans.

Hypebeast × Timex hits the spot

I can’t leave you without mentioning Hypebeast, an online phenomenon that started as an underground blog covering sneaker releases back in 2005. Kevin Ma’s blog rapidly grew and gained international acclaim. Nowadays, the blog is a fully-fledged media site that doesn’t limit itself to just sneakers but also covers a wide range of aspects of fashion and culture. And when Hypebeast says product X is cool, it is cool, period. The readers of the blog and its 10 million Instagram followers use the content as a (style) guide. And with the Hypebeast × Timex M79 “Fuchsia” Automatic Watch, the media outlet hit the sweet spot. The 500 watches, priced at $299 USD, match affordability with the trend of retro styling and fans’ desire to buy the right stuff from the right place. As a result, the watch sold out in a heartbeat.

You don’t always have to believe the hype — Public Enemy warned you about that in 1988. But sometimes, when a brand not only talks the talk but also walks the walk, the hype is real. And when the “hype-notizing” is over, you are left with a perfect and future-proof product. Like the Omega Seamaster 300M 007 Edition, indeed.

Please find and follow me at Lex Stolk • Instagram

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When Watch Hype Makes Sense — James Bond And His Omega Seamaster Plus Other Hits And Misses

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Warky says:

Jan 17, 2022 at 09:25

I think that the luxury mechanical watch is now crossing back over into popular culture after decades in the comparative wilderness following the quartz crisis. Ironically the relentless development of technology that saw it become effectively obsolete is the main factor.

Without the internet, then mobile phones then social media none of this would have been possible. The “tool” watch is now the smart watch, the luxury watch is the fashion/status item of jewellery.

That translates into an industry where demand for the most sought after pieces is driven by online and social media. Huge spikes in demand then overwhelm supply – economics takes over and that fuels “demand” even further. Everyone wants to buy a watch they can sell for a lot more than they paid for it. They don’t care if they like the watch in question or even watches at all.

The Perfect Storm describes the whole situation really well. And I think it is just getting into its stride.

Reply
1. Lex says:
  
  Jan 17, 2022 at 10:08
  
  I think you’re right, Warky, the “rogue waves” will become more and more common. And although a lot of watch purists don’t want to know, the mechanical watch is because of the internet and social media, first and foremost a fashion/status item. People who are into mechanical watches for other than status reasons are a minority.
  
  Reply
  1. Warky says:
    
    Jan 17, 2022 at 10:29
    
    Example – in addition to my “day job” I teach occasionally at the local university on a professional practice course.
    
    This year (after a hiatus caused by covid) we were physically in class again. My students noticed and commented on my “White Walker” when I wore my YM40 on one occasion. When I asked how they knew about it of course the answer was Instagram.
    
    They knew nothing about the watch itself ?‍♂️
    
    Reply
    1. LC
      Chow says:
      
      Jan 17, 2022 at 15:36
      
      That’s funny!
      
      Reply
Mario says:

Jan 17, 2022 at 09:26

Moin Lex, the 007 Titanium Seamaster has great potential to become a classic someday. I wonder what we think of the faux patina later on, but other than that, this piece is a banger.

Really good observation with Super Max, altought I was rooting for him in the Races last Season, the Watch Game of him is quite weak in comparison to Lewis IWC Mojaves..
Missed Opportunity for Tag, and I believe they could have done so much more for the Big Win (Some might wonder if they thought he is not going to win) to promote a special Watch. Maybe one of the other Autavia Designs or as you said a special version of his Monaco. If they already released three editions for him, they might do another one for his win but as you said, one should have been on his wrist after the Race.
Cheers

Reply
1. Lex says:
  
  Jan 17, 2022 at 10:15
  
  Thanks for your comment, Mario. I did an interview with Max Verstappen in 2016 just after the release of the first TAG Heuer with his name on it. We were talking and joking what kind of watch the brand should make when he would become F1 World Champion. We decided it could be nothing less than a Carrera Chronograph Tourbillon. Well, maybe TAG Heuer will present something special when the new Red Bull is presented or otherwise just before the first race of the season. We’ll know soon enough.
  
  Reply
  1. Warky says:
    
    Jan 17, 2022 at 10:36
    
    That would give that range a good boost.
    
    The steel with the blue dial is quite nice but the watch itself needs to go on a diet if possible. It’s very large!
    
    Reply
MG
maciej-g says:

Jan 17, 2022 at 11:27

So there is the good hype: when a product’s marketing is based on some actual, “significant” achievement and bad hype: when the marketing isn’t supported by anything other than itself… One could argue whether a film release is “significant” but it’s hard to question the sinificance of the moon landing 9unless the Soviets were right, then this is the greatest marketing achievement of all time) and these two Omegas are perfect examples of good hype. What is cool and makes me appreciate Omega as a brand is that these signature watches are not limited and are relatively cheap! Bad hype is when Leica issues a Daniel Craig Edition even though James Bond never used one. What about the classic overhyped watches… Rolexes, Pateks, Royal Oaks… these, in my view, are hyped by market games alone, and that is uncool.

Reply
1. Lex says:
  
  Jan 17, 2022 at 12:16
  
  Thanks for your comment, Maciej. I agree that the moon landing is of greater significance than a new movie, but on the other hand, a new Bond film has cultural significance. Omega is “lucky” it’s involved in both phenomena.
  
  Reply
2. Warky says:
  
  Jan 17, 2022 at 15:31
  
  This is a good point. In my head I separate marketing from hype – I assume that marketing is conducted by the brand to promote the desirable aspects of its products. So moon landing and Bond associations are obvious things above and beyond aesthetics, build quality etc.
  
  Hype to me is where the clamour online about the product (usually not by the brand) takes on a life of its own and generates huge and increasing levels of interest simply because it takes on a life of its own.
  
  Now the brands might of course like to stoke the fires (buying their own watches at auction for eye watering figures for example…..) but there is a difference I think between that and marketing.
  
  Reply
  1. MG
    maciej-g says:
    
    Jan 17, 2022 at 15:57
    
    I know what you mean. And I wish I could separate it… it’s sort of fine when you could honestly “pardon” the brands but I’m afraid often that’s not the case, or at least I don’t trust it is… no matter what the PR people say. I don’t trust when Rolex say they have nothing to do with the hype (and ridiculous prices) of their watches… But perhaps I’m too negative:-)
    
    Reply
3. RV
  RALF W VAN DER SLUIS says:
  
  Jan 18, 2022 at 04:07
  
  The James Bond “link” is just product placement ….
  
  Reply
  1. MG
    maciej-g says:
    
    Jan 18, 2022 at 08:15
    
    Of course. But at least the watch actually “stars” in the films… unlike the Leica camera.
    
    Reply
SB
DoricSpiker says:

Jan 17, 2022 at 14:46

For the hype to be real for this watch, they need to sort out the Milanese bracelet. It doesn’t sit right for lots of people and the clasp makes it very thick underneath. I know Omega had a smaller size now which I haven’t tried so maybe that works. Clasp will still be the same thickness however.
I am sick of moaning about hype, my hobby has been hijacked but it is what it is. That company you referred to have sold their soul however. They should be ashamed of themselves.

Reply
1. Lex says:
  
  Jan 17, 2022 at 17:06
  
  Scott, that Milanese bracelet is a thing of beauty, but you are right regarding the wearability for some. It is very thick indeed, and it needs a large wrist to get tit right. Luckily, it is also rather stunning on a NATO; a worthy alternative IMHO.
  
  Reply
LC
Chow says:

Jan 17, 2022 at 15:37

This is one of my favorite Omegas. It’s unique style separates it from the rest which all seem to look alike (— —)

Reply
JF
Jmzf_2021 says:

Jan 17, 2022 at 16:48

Love the watch, NttD as a film was a schizoid mess. Several aborted plot attempts, couldn’t find a voice — like a Batman movie co-directed by Christopher Nolan and Tim Burton.
But! Great looking watch (best of the 007 branded, I think.). Much better if they’d ditch the 10 o’clock knob.
My real question:
NttD supposed to be released Nov 2019
Covid hit Wuhan Dec 2019 but became noticable Jan 2020
How was NttD delayed by covid before covid happened?

Reply
1. Lex says:
  
  Jan 17, 2022 at 17:17
  
  Good point, Joel. NttD was first postponed because of issues with the script and the departure of original director Danny Boyle. Cary Joji Fukunaga came on board to make big changes, and that’s why everything was pushed back to February 2020. And then Covid happened.
  
  Reply
  1. JF
    Jmzf_2021 says:
    
    Jan 17, 2022 at 23:07
    
    Amazing. Not only does that answer the timeline — but I bet that’s why (I think) the movie was disjointed.
    
    Reply
David Brown says:

Jan 18, 2022 at 03:22

This is my first fine watch. I am no expert but loved this watch because it stood out due to its understated essence. I have had my new 007 watch for about 3 months. It’s handsome, light weight and I love that it is not a “flashy” watch. However, I have to say, it is extremely difficult to read even during the day. I find the arrow printed in the #6 position always makes it look like the time is half-passed the hour upon quick glances. I can live with it but seems like a design miss.

Reply
1. Lex says:
  
  Jan 18, 2022 at 17:24
  
  Thanks for your comment, Dave, and congrats on the watch. Interesting user review too. The good thing is you can live with the watch’s shortcomings and continue to enjoy it. Keep it up!
  
  Reply
RR
WatchesSwiss says:

Jan 18, 2022 at 14:25

Don’t really have strong feelings one way or another about “hype,” watch ambassadors, marketing and such. I don’t really pay attention to such things. I don’t buy watches because it appeared in a movie or a famous person, celebrity or performing artist once wore it. With that said, I started collecting watches long before the internet was invented or before anyone cared — so things are different now. In regard to the Omega NTTD, I can’t wear it because it’s way too big for me but I really like the overall design – except for the faux patina. As a big fan of Omega watches, I do wish Omega would get rid of the skeleton hour and minute hands — just a personal quibble, although I am sure many people love them.

Reply
1. Lex says:
  
  Jan 18, 2022 at 17:28
  
  Thanks for reading and commenting. We were having a conversation in the office very recently about the skeleton hour and minute hands in the Seamaster 300M and I for one, am also not a fan. Especially with the wave pattern on the dial, the open-worked hands don’t really benefit the readability.
  
  Reply
  1. RR
    WatchesSwiss says:
    
    Jan 18, 2022 at 18:13
    
    Thanks, Lex. Totally agree with you. I have another dive watch purchased years ago that has the same open skeleton hands. Same problem with visibility.
    
    Reply
igloe says:

Jan 19, 2022 at 22:05

What I like is, James Bond doesn’t wear the watch only to wear it like other Brand Ambassadors, he uses this watch. It’s part of the story, it has its own function and part in every film. So here a lot of things come together. Watch lovers, brand lovers, James Bond fans, Investors, luxury goods lovers and trend Follower. Perfect combination.

Reply