In 2009, I wrote the following in closing my WatchTime article on having discovered the literary James Bond Rolex [1]:

Yet we still learn something: James Bond may continue wearing a watch after it becomes ‘old,’ as his friend Felix Leiter once observed; but when it’s time for replacement, he chooses new.

This specific wristwatch chosen for Bond not only remains in current production as the model 114270, but its overall appearance remains true to the 1016 that Ian Fleming put on James Bond’s wrist in 1962 ….

Recognition of this “need to move on” is valid and important. Looking to contemporary reference, Agent 007 neither could nor should have relied upon a sixty-year-old Rolex reference 1016 Explorer through what we saw in the opening of No Time to Die.

Neither would I. Nor, I should think, would the vast majority of those interested in reading this post.

I would, and frequently do, however, put on my own Rolex 124270 for daily wear — which means looking to it for anything and everything I do.

And this isn’t simply a workaround for those who’d like to have a James Bond watch on their wrist, but “don’t do vintage.” I believe that it goes deeper: It respects those watchmakers and brands that “remember” and continue to value their Double-0 connections.

Do such reissue James Bond watches pose a “threat” to Omega? I seriously doubt it. Healthy competition raises the bar. And “Choice,” after all, was the opening message of Omega advertising in seeking to position itself as the (new) James Bond timekeeper [3].

I would also add that, had the Seamaster reference 2220.80 not become a James Bond watch in its own right with the 2006 Casino Royale, it certainly would have qualified for reissue status here after Omega retired the 2531.80 from its line [4]. (The jury is still out on the 210.30.42.20.03.001 [5], but I promise to let you all know my thoughts on that at some point down the line.)

Meantime, a dedicated Tag has already been established to track “reissues” going forward here.

It’s that big a deal.

OFF-SITE REFERENCES:
  1. “WatchTime feature article — ‘Discovered: James Bond’s Rolex,’ part 9 of 9” (December 22, 2009) Dell Deaton, James Bond Watches Blog (via Internet Archive, accessed January 2, 2024).
  2. “Explorer 36: Oyster, 36mm, Oystersteel Reference 124270,” Rolex (accessed January 2, 2024).
  3. “‘Choices.’ The New Omega Advertising Campaign” (April 1, 2008) Dell Deaton, Watches– James Bond Watches (accessed January 2, 2024).
  4. “Omega expected to drop Seamaster 2531.80 model” (February 21, 2006) Dell Deaton, James Bond Watches Blog (via Internet Archive, accessed January 2, 2024).
  5. “Seamaster Diver 300m, 42 mm, Steel on Steel: Reference 210.30.42.20.03.001,” Omega (accessed January 2, 2024).