As soon as collectors learned that an OMEGA worn by James Bond would be auctioned, the watch world took notice. This was not just another limited-edition or commemorative 007 piece. It was the actual watch. When Christie’s announced the results of the “Sixty Years of James Bond” live auction, the Seamaster sold for £226,800, or about USD $378,000, making it one of the highlights of the sale.
Bond memorabilia auctions are always major events, and this one was especially significant because it celebrated 60 years of the franchise. The catalogue included many iconic items, from vehicles to props and production artifacts, but for watch fans, one piece stood out. This was not just any OMEGA linked to the 007 partnership; it was the Seamaster worn by Daniel Craig in No Time to Die, his last film as Bond. That fact made it more than a collectible—it became a cultural artifact, and the bidding showed its importance.
- Brand: OMEGA
- Model: Seamaster Diver 300
- Reference: 210.90.42.20.01.001
- Diameter: 42 mm
- Thickness: 12.99 mm
- Material: Titanium
- Dial Colour: Brown
- Calibre: Omega 8806
- Power Reserve: 55 Hours
- Water Resistance: 30 Bar (300 metres, 1000 feet)
- Price: USD $11,300
For many longtime fans, Bond was always a Rolex man. Ian Fleming preferred the brand himself, and that choice made its way onto the big screen, most famously when Sean Connery wore a Submariner in Dr. No. That image became iconic in Bond history — simple, functional, and quietly confident. For many fans, that watch still symbolizes the classic era of 007.
But Bond has never stayed the same for long. By the mid-1990s, the franchise was ready for a new direction, and when Pierce Brosnan took on the role, the watch changed too. During GoldenEye, costume designer Lindy Hemming decided that a modern naval commander and trained diver like Bond would naturally wear an OMEGA Seamaster, especially the blue-dial version. She believed it suited the character — discreet, professional, and built for the job. That choice didn’t just update Bond’s style; it started a partnership that would shape the character’s look for decades.
From that point forward, OMEGA became closely tied to 007. The Seamaster Professional 300M quickly became Bond’s go-to watch on screen, appearing in every film as the series entered a new chapter. What began as a thoughtful design decision slowly turned into one of cinema’s most iconic watch collaborations, elevating the Seamaster beyond just a dive watch — it became a signature element of Bond’s persona.
By the time Daniel Craig stepped fully into the role, Bond felt different. The polished bravado and playful one-liners gave way to something more authentic and believable. His 007 was bruised, bled, and carried emotional weight, with the details around him evolving to match that tone. The watch was no exception. For No Time to Die, Craig reportedly contributed to the design of the Seamaster he would wear, making sure it reflected the character he had developed over five films. That collaboration alone makes this particular model more meaningful than a typical movie tie-in, as it bears the fingerprints of the actor who defined a generation of Bond.
The Seamaster Diver 300M 007 Edition featured in the film was designed with realism in mind. Its lightweight titanium case offers a tactical advantage, reducing weight and providing a subtle matte finish that feels more military than luxury. Inside beats Omega’s in-house Calibre 8806 automatic movement, a chronometer-certified engine built for precision and durability. The dial remains understated in dark brown-black, complemented by vintage-inspired lume that gives the watch a slightly aged, field-ready look rather than a glossy showroom shine. With 300 metres of water resistance, a helium escape valve, and a rugged mesh bracelet, this diver looks ready for action rather than walking the red carpet.
What truly enhances this piece, however, is its place in the timeline. No Time to Die marked Craig’s final appearance as Bond, bringing his era to a definitive close. The watch auctioned at Christie’s wasn’t just one of many similar items; it was worn during production, directly linking it to the final chapter of a significant period in cinematic history. That emotional connection is hard to measure, yet it plays a strong role as collectors begin bidding.
The final result highlighted its significance. While initial estimates ranged from £15,000 to £20,000, the hammer ultimately fell at £226,800, or approximately $378,000 USD, a figure that greatly exceeded expectations. The winning bidder also received a certificate signed by Craig and two of the film’s producers, adding further authenticity to the purchase. Donated by EON Productions, the proceeds were directed to charity, Time’s Up UK, giving the sale an added layer of meaning beyond mere collector value.
