For good or ill, product placement is an inextricable part of the James Bond cinematic franchise. While I suspect many of the deals made by EON are purely on the basis of how it affects the bottom line, if you were in EON's shoes, which brands would you choose to identify with 007?
For his timepiece, Bond has been associated with Omega since GoldenEye. Omega isn't an inappropriate brand for Bond, though I'd prefer see Bond identified with something a bit less ubiquitous. If he must stick with a European brand, let him go with Bremont. The Bremont Supermarine would undoubtedly look quite fine on Bond's wrist.
But if it were up to me, I'd see Bond don a Grand Seiko (Seiko's prestige line which has only recently become available outside of Japan). To the uninitiated, the Seiko name suggests a lower tier than the Omega and Rolex, but the Grand Seiko has more than held its own in European watch competitions, and if you speak with watch enthusiasts, you'll find a great many who will argue the finish on a Grand Seiko is superior to that of an Omega/Rolex. Less a flashy showpiece than a watch for the discerning consumer, the Grand Seiko is marked by a combination of humble elegance and horological mastery that suits James Bond to a tee.