... What's the deal with the watch contract, any chance of it making a comeback? - Or has the line in Casino Royale "Rolex?" - "Omega", sealed the deal for good?
Omega SA certainly hasn't sealed the deal for good as exclusive James Bond watch.
Off the top of my head-- the original product placement contract began w/
GoldenEye, and a subsequent multi-picture arrangement was made beginning w/
Die Another Day. So there was never any question that Daniel Craig would wear Omega in
Casino Royale and
Quantum of Solace. I also seem to recall that no cash changed hands, but, rather, there would be cross-promotion in advertising, and that physical wristwatches would supplied to production, but retained for ownership by Omega.
The question of Rolex making a comeback is a complicated one. At a basic level, you have the question of whether or not this manufacturer would go for the sort of product placement situation that EON has established here. Second, you have the ROI question: Omega sponsors 007 to sell watches. The
post-Brosnan watches come at a price point considerably higher than the
original James Bond quartz model or
subsequent mechanicals. The
current Rolex Submariner (though Ian Fleming only ever specified brand, not model) sells for something like a third more than the Planet Ocean. So, will the James Bond affiliation add anything significant to the Rolex bottom line, as it clearly does for Omega? (The
Rolex Submariner Date, which Timothy Dalton wore as James Bond and is a more likely, practical choice, commands an even higher price point.)
Two watch collector Forum Polls I've run may be of interest--- 66% of those responding to my November 2006 Poll said "Rolex" when asked to name their first choice for the 007 brand (and 55% of the total specified the Submariner model).
- 68% of those responding to my January 2008 Poll said "Rolex" when asked to name their second choice for the 007 brand (and 39% of the total specified the Submariner model); note that this did no preclude Rolex from also being their first choice, since there have been numerous models featured in the films.
I've come to enjoy the various James Bond wristwatch brands and models just as I do the differing actors in the films. Each has strengths and weaknesses, and the variety of interpretations makes this subject all the richer for me. Whatever that means for Omega and
Quantum of Solace, I'm sure I'll enjoy that.