James Bond — otherwise known as 007 and gracing the big screen in "Spectre" this weekend — is a man of class and sophistication who can still be seen drinking martinis.
In the movie, Daniel Craig, the latest actor playing the world famous British spy, can also be seen sporting a timepiece by Swiss watchmaker Omega, an official partner of the Bond movies for the past two decades.
Martinis are something "which nobody really drinks anymore," Stephen Urquhart, Omega's president told CNBC in a recent interview at the company's Fifth Avenue store in New York City. Ironically, given his line of work, Urquhart even thinks watches have become something of an anachronism.
"Bond in the film doesn't need a watch," he said, adding, "Who the hell needs the time today?"
Swiss watch makers like Omega — a big part of The Swatch Group's nearly 9 billion francs (about $9 billion) in gross sales last year — have been feeling the pinch from the explosive growth in mobile devices, which experts say have become the default time keeper for younger consumers. For some watchmakers, a concern is that mobile device-addicted consumers might become accustomed to going without wrist devices.
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Yet it's the latter part where Urquhart sees an opportunity in the newly released Apple Watch. He says the booming wearables market may eventually boost Omega watches, which can easily cost thousands of dollars.
He said smartwatch makers — with all the applications, bells and whistles — can actually get consumers wearing watches again. "From there…they will buy a watch that has a certain lasting value," he said.
Urquhart looked down at a wrist adorned with a $7,500 Omega Seamaster watch, the latest limited edition timepiece that he said is identical to the one featured in "Spectre." He quipped, "I think the watch that Mr. Bond is wearing in this film is as smart as you can get."