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‘No Time to Die’ fuels sales of James Bond’s Omega watch

People were desperate to go out and buy it, they wanted to enjoy themselves and they had the money to do it after they saved up in lockdowns

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Demand for the latest James Bond Omega timepiece has fuelled a surge in sales at Watches of Switzerland.

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Brian Duffy, chief executive of the retailer, said the Omega Seamaster Diver 300m 007 edition, which costs just under pounds 8,000, had been so popular since the first screening of the latest Bond film, No Time to Die that it was “chasing availability”.

He said: “It’s the most successful Bond watch. People were desperate to go out and buy it, they wanted to enjoy themselves and they had the money to do it after they saved up in lockdowns.”

Omega said it worked closely on the development of the watch with the film’s star, Daniel Craig.

Watches of Switzerland has 158 stores across the U.K. and the U.S. and it is the largest seller of Rolex, Cartier, Omega, TAG Heuer and Breitling watches.

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It came as the company, which also owns the Mappin & Webb and Goldsmiths brands, said sales would be higher than expected this year, causing shares to surge 15pc to pounds 13.04.

The company posted sales of pounds 586m for the six months to Oct 31, 44.6pc higher than the same period a year earlier and 40.8pc more than pre–pandemic levels.

Omega Seamaster Diver 300m 007, retail price: $12,500 CAD, plus tax.
Omega Seamaster Diver 300m 007, retail price: $12,500 CAD, plus tax. Photo by Omega

It now expects sales of up to $2bn CAD for the year to April, up from previous forecasts of between $1.76bn and pounds 1.8bn.

Trading slowed in the U.K. for the 13 weeks to Oct 31, however, but the retailer said this was down to changes in inventory rather than a long- term -problem.

Mr Duffy said the retailer was not immune to the wider supply chain challenges, but stock availability was generally good and he insisted it was well-placed for Christmas.

James Bond (Daniel Craig) and Paloma (Ana de Armas).
James Bond (Daniel Craig) and Paloma (Ana de Armas). Photo by Nicola Dove /EON Productions and Metro-Goldwyn-Mayer Studios film

Shoppers have started buying their Christmas presents early this year, he added.

Mr Duffy said: “The anecdotal feedback from stores is that it has happened in the last couple of weeks. It doesn’t take much for people to panic buy in this country if there are concerns in the market about the availability of things.”



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