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Omega gets 'Quantum' of publicity in Bond flick

By Teresa Novellino
November 12, 2008

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Daniel Craig wears an Omega Seamaster in his reprisal as 007 in the new James Bond movie, Quantum of Solace.

New York--The watch brand Omega has again snared screen time in the 007 film franchise, with star Daniel Craig strapping on the "Omega Seamaster Planet Ocean 600-meter Co-Axial Chronometer," for the new Bond flick, Quantum of Solace.

The brand celebrated its prime placement in an early screening of the movie on Monday night at the Bryant Park Hotel in New York City, where guests sipped shaken not stirred "Bond martinis" as the 007 theme song and other music from the soundtracks of James Bond movies past played in the background.

The Omega Seamaster, inspired by the brand's classic Seamasters of the 1950s and powered by the Omega Co-Axial calibre 2500, is a professional diver's watch with a stainless-steel bracelet that adjusts so that it may be worn over a wetsuit. It is water-resistant to a depth of 6,000 meters and its hands and indexes are treated with SuperLumiNova so that it might be read in all types of light and conditions. Even the second hand can be read in the dark, according to Omega.

With a suggested retail price of $3,780, the watch has a black face, a departure from the blue-dialed Omega Seamasters worn by 007s in past movies.

It might not get quite this audible reaction among non-industry viewers of the film, but one audience member at the New York screening yelled out "Nice watch!" in a scene where Craig is wearing a short-sleeved t-shirt, his Omega glistening on his arm.

To play off of the film, the brand is releasing a limited-edition Omega timepiece, the "Quantum of Solace," which will retail for $4,200, a spokeswoman for the brand says.

Even after the latest movie goes to DVD, the Bond bounty might continue.

Last spring, the Omega Seamaster Planet Ocean that British star Craig wore during the filming of his debut as James Bond in the 2006 film Casino Royale fetched $213,000 from an anonymous bidder from the United Kingdom at an OmegaMania auction.
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