It’s been five years since James Bond was on the silver screen in No Time to Die. For fans of the secret agent, the wait has been arduous, made even harder by the fact that Amazon, which now owns the franchise, still hasn’t chosen a successor to Daniel Craig, let alone started filming Bond’s resurrection.
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.
Considering that Swatch Group’s net profit collapsed by almost 90 percent to $32 million in 2025 (though, thankfully, things look rosier so far this year), we shouldn’t be surprised that Omega isn’t bothering to wait for Jeff Bezos to put his white cat down and proceed with world domination. As there’s no new Bond or Bond film to work with, Omega has decided to launch 007-themed watches anyway—not just one, but an entire collection totaling six Seamaster Divers.
You can hardly blame the brand. When Omega first strapped a Seamaster to Pierce Brosnan’s wrist in 1995’s GoldenEye, it reportedly saw a 20-fold sales increase. In 2012, Omega’s then-president Stephen Urquhart even told Variety that Omega’s sales “look like a stock market chart” that peaks during promotion of Bond films, then sinks afterward. “The films have had a very marked influence on sales,” Urquhart conceded.
The new “James Bond and Spectre” collection is themed around good and evil, with three watches bearing the “007” symbol of James Bond, and three the octopus-like motif of Spectre, the fictional global terrorist organization in the series.
The six Seamaster Diver 300M watches share the same movement. However, the two non-limited stainless-steel editions are the core pieces, available individually at $8,600 each—one with a blue aluminum dial dedicated to James Bond, and the other black for dastardly Spectre fans. Both come on a brushed mesh bracelet.
The James Bond edition has a grade 5 titanium bezel, while the Spectre edition boasts a black ceramic bezel ring to match the dial’s blackened grained finish.
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