No Time To Die might have been delayed until November, but that's done nothing to dent interest in the film. Just ask Swatch, which had customers queuing outside its doors from 6:30am to get their hands on the limited-edition watch that Q will be wearing on screen.
Appropriate to the character, it's a piece that foregrounds gadgetry (a skeleton dial reveals the quartz movement within) but also a sense of tradition (it's on a tartan brown leather strap). Created in collaboration with No Time To Die's costume designer, Suttirat Anne Larlarb, the Q is part of the Skin Irony range – the toughest, ultra-thin timepieces that Swatch produces – and comes in a laptop-style box. Whether or not the watch on Ben Whishaw's wrist will actually have a “Q” at the six o'clock position remains to be seen.
The release marks the final reveal in the Swatch x 007 collection, which also includes six designs based on the posters and title sequences of classic Bond films. There are dials inspired by Dr No (1962), On Her Majesty’s Secret Service (1969), Licence To Kill (1989), The World Is Not Enough (1999) and Casino Royale (2006). For our money, the most desirable is the Moonraker (1979) piece – identifiable only by a little space shuttle on the glass.
This isn't Swatch's first joint operation with Bond. In 2002, for instance, the company celebrated the franchise's 40th anniversary with the “James Bond Leather Briefcase”, which contained a set of 20 special 007 watches. Six years later, it produced a 22-piece collection focused on the villains. Limited to 222 units, it unsurprisingly became a collector’s item. As, already, has the Q – on eBay these watches are trading for well above RRP.
$220 at swatch.com