Omega has introduced a new line of James Bond-themed Seamaster watches even though there is no new Bond film or actor announced. The collection includes six Seamaster Diver 300M models, split between 007 and Spectre motifs. Two standard steel editions are priced at $8,600 each, while two limited-edition pairs cost $89,800 per set.
The move reflects Omega's long-standing reliance on Bond films to drive sales. Former Omega president Stephen Urquhart told Variety in 2012 that sales "look like a stock market chart" peaking during Bond promotions. The brand reportedly saw a 20-fold sales increase after the Seamaster appeared in GoldenEye in 1995.
The timing is tied to financial pressure. Swatch Group's net profit collapsed by almost 90% to $32 million in 2025, though the source notes brighter results so far this year. Omega has previously released Bond-related watches without a film, including a 2022 Seamaster for 60 years of Bond movies and a chronograph tied to a Bond video game earlier this year.