Omega Has New Bond Watches Even If There Isn’t a New James Bond
Omega is releasing a new collection of James Bond-themed watches despite the absence of a current film or actor. The brand relies on these tie-ins to drive significant sales spikes, even during periods of financial instability.
Why it matters
It illustrates the power of brand licensing and product placement in the luxury goods market, even when the underlying media franchise is dormant.
But if it's seemed like a long haul for fans, just think how it has felt for Omega, which counts on a steady stream of Bond action to regularly inject lots of lovely cash into the company via watch releases linked directly to the films. Omega's last official Bond film tie-in watch was the titanium No Time to Die Seamaster prematurely launched back in 2019, ahead of the film’s then Covid-delayed release in 2021.
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