Do Ambassadors Work?

In a bid to create desire for their products, more and more watch brands are hiring ambassadors.

- Farhan Shah

MY FIRST EVER ENCOUNTER with a watch brand ambassador was when Vesper Lynd did the verbal tango of seduction with James Bond in a train carriage hurtling to Montenegro in Casino Royale more than a decade ago.

“You know, former SAS types with easy smiles and expensive watches,” said Vesper, leaning forward to peek at the piece of jewellery on Bond’s wrist. “Rolex?”

“Omega,” replied Bond with an easy smile. “Beautiful.” And in four beautiful minutes of cinematic history, as part of a conversation I deem one of the best exchanges in the history of James Bond, Omega had catapulted to the top of my fantasy wish list. I was an impressionable young adult who had always wanted to live the life of Bond with the fast cars and beautiful women, and owning an Omega would be my first step in that direction.

Even today, despite the cynicism that the years had wrought upon me, I still want to be James Bond. And I still want an Omega.