Seiko and James Bond

In 1977, James Bond traded strapped on a Seiko digital watch in The Spy Who Loved Me. My guess is that this product placement worked out very well for Seiko - at £145 ($250 at 1977 rate of exchange), it sounds cheap now but that's £825/$1419 when adjusted for inflation but no doubt considerably more of the cinema going public could afford to buy a Seiko digital watch after admiring it on the wrist of 007 than could afford his more traditional Rolex, which in 1977 would have cost you $565 with a steel bracelet or $4,125 in 18 ct yellow gold. The success of this campaign and the money they paid EON to feature in the films of that era probably explains why Bond continued to wear them for the rest of Roger Moore's tenure. Going digital also showed that Bond was keeping up with the times and of course, technology. However, by 1987 digital watches were dirt cheap and everybody had one so Dalton donned a more traditional Tag Heuer in The Living Daylights while Licence To Kill saw the return of the Rolex Submariner. Every Bond film since Goldeneye has featured an Omega of some description so once again a genuine James Bond watch costs as much as a used car - just as it should.

Anyway, the reason I bring all this up is because I recently came across a number of Seiko promotional materials featuring their ties to James Bond:

A Seiko Digital Quartz Watch features in The Spy Who Loved Me

Series of five German Spy Who Loved Me/Seiko posters (click on a corner to turn to the next poster):

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James Bond wears Seiko in Moonraker

James Bond Wears Seiko Duo Display in 'For Your Eyes Only'

Larger, high resolution versions of each of these posters can be found in our James Bond Movie Posters area.

Related Dossiers

Bollinger The Champagne of James Bond 007 Posters

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