Over the years, the watches have become nearly as fetishized as the films. Officially, Bond has worn only five brands: Breitling, Rolex, Omega, Seiko and Hamilton, and for the past decade, 007’s watch of choice has been some version of the Omega Seamaster. It started with Rolex, the only brand actually named in any of Ian Fleming’s books (Casino Royale). For the first few films, 007 wore a Rolex Submariner, beginning with 1962’s Dr. No. It was not a placement; the watch (which gets several closeups in the films) is widely rumored to have been the personal watch of Ian Fleming, who created the character. The Rolex Submariner appears again in License to Kill, released in 1989. A Brietling Top Time Diver Ocean made an appearance in 1965’s Thunderball. It was equipped with a geiger counter that helps Sean Connery locate two atomic bombs in the possession of enemy organization SPECTRE. This was followed by a Hamilton Pulsar in 1973’s Live and Let Die, sharing air time with another Rolex Submariner. Seiko, the superstar inventor of quartz technology, starred in the films during the quartz era in the ’70s and ’80s, beginning with The Spy Who Loved Me. In the opening sequence of that film, we see a ticker tape spooling out of Bond’s Seiko 0674 LC with the message: “Report to headquarters immediately.” Seiko timepieces made appearances in the next four Bond films.