Love on the silver screen. Watches & Cinema

Camera, Roll & Action. The world of cinema has kept us entertained for a long time. In the same way the lure and attraction for watches have been there for centuries. Is it a purely a commercial affair or is there more to it?

The film industry exceeded USD100 billion in revenue worldwide in 2019 with USA leading the industry. China, India and USA has the most number of cinema goers. The Swiss watch exports alone were at CHF 21.7 billion in 2019 & mainly exported to Hong Kong, China and USA. The strong market connections, definitely interest watch brands to become a partner.

Product placements itself have become an important income source for movies because of sky rocketing budgets. A mere few seconds of visibility can cost approximately USD 22000/- for a brand. USD 8.78 billion was spent on embedded marketing in USA in 2017 and 18.9% was in the film industry.

Throughout history watches played an important role in the movie industry. The relationship is very subtle but extremely vital.

Let us dive in to see why watches play a supporting role in the movie business.

Enrich the character

In any movie, building the characters are vital for its success. From the protagonist to the antagonist and all supporting characters, a lot of details are considered. The character’s social status, sophistication, dress, alter ego and behaviour are few aspects.

Watches play a pivotal role to add deeper understanding to the character.

Rolex has always been the “I made it” showpiece. It commands a level of respect that no other brand can imagine. Commonly used by executives in high positions as their daily work watch therefore it is extremely easy to spot one in such a character.

It is impossible not to notice Mark Baum’s (played by Steve Carell) Submariner in Big Short. Patrick Bateman(played by Christian Bale) wears a Datejust in American Physcho.

There is no better choice than the Jaeger-LeCoultre Reverso to show the alter ego of a character. The watch is worn by lead roles in Batman Begins, Thomas Crown Affair, and Wall Street – Money Never Sleeps.

This is can be a marriage between art and commerce. It can be a product placement but the priority is given to get a deeper understanding of the character.

True to life factors

From biopics, historical events to military movies it is important to note that watches not only adore the wrists, it also assisted on various occasions.

Watches are issued as part of the standard tools in specialised industries such as space exploration, military and diving. When a related movie is created, it is important to get the accessories accurate.

Sir Winster Churchill's personal Breguet ‘Turnip’ pocket watch, a rattrapante minute repeater was recreated for the movie Darkest Hour. The movie won many accolades, Gary Oldman won the Oscar, BAFTA and the Golden Globes for his portrayal of the character.

Jim Lovell(played by Tom Hanks) uses an Omega Speedmaster in the movie Apollo 13. The Omega Speedmaster was a standard issuance by NASA for Apollo 13 mission. The role that the watch played was a testament to its accuracy which won them the snoopy award by NASA.

Casio G- Shock was a part of the US Navy Seals equipment. The DW-6600 is prominent in the movie American Sniper.

Ambassadors

Well, this the outright commercial part of things. Actual or character brand ambassadors have been the backbone of brands for decades. Using them to showcase brands affiliated with them in their movies can be part of the wider contracts.

Producers happily adjust scripts, scenes to accommodate them. It is important to note that watches may not be prominent such as FMCG brands or automobile brands. Still, if you look closer it is always noticeable.

This article is not complete without talking about James Bond. The finest in her majesty’s secret service used Rolex, Hamilton, Casio, and currently settled with Omega since 1995. The partnership is extremely strong and limited editions dedicated to the franchise are sold out worldwide. The character is seen using his Omega Seamaster to emit laser beams, as a mini bomb and even to add style to his tuxedos.

Leonardo Dicaprio wears gold Tag Heuer Professional- 1000 in the movie Wolf of Wall Street. He was a brand ambassador with them at the time but not sure if the real Jordan Belfort wore the brand. The movie was based on his autobiography.

Aishwarya Rai Bachchan can be seen with her Longines Evidenza in the movie Pink Panther 2. She is a long-standing ambassador of the brand.

Carl F. Bucherer’s Patravi ScubaTec watch was worn by their ambassador Li Bingbing in the movie The Meg.

It is clear that watches play a role beyond the commercial value in the world of cinema. It will be creatively used by the director and the costume design team to add more meaning to the story and characters. Unfortunately, it is oversighted due to the influx of brand placements in the present time.

Which watches have you noticed in movies and why do you think it is there? Love to hear your thoughts.