Omega goes for crossover appeal with first James Bond video game collaboration watch

OMEGA has unveiled a new Seamaster Diver 300M Chronograph tied to the upcoming James Bond video game 007 First Light, extending one of luxury watchmaking’s most successful entertainment partnerships into the gaming world for the first time.

The new Seamaster Diver 300M Chronograph 007 First Light will feature prominently in the action-adventure game developed by IO Interactive in partnership with Amazon MGM Studios, which launches globally on May 27, 2026.

The game reimagines Bond as a 26-year-old recruit earning his 007 status, offering a standalone origin story that aims to introduce a younger generation to the franchise.

Omega’s long history with James Bond
Omega’s relationship with James Bond dates back to 1995’s GoldenEye, when Pierce Brosnan first wore a Seamaster Professional 300M on screen.

Since then, every Bond actor from Brosnan to Daniel Craig has worn its watches, helping transform the Seamaster into one of the world’s most recognisable luxury sports watches.
The partnership reached new commercial heights during Craig’s tenure, particularly with the launch of the titanium Seamaster Diver 300M No Time to Die edition, which became one of Omega’s most commercially successful modern sports watches.

The new 007 First Light model marks another milestone because it is the first chronograph version of the Seamaster Diver 300M created specifically for the Bond franchise.
The 44mm stainless steel Seamaster Diver 300M Chronograph features a polished black ceramic bezel with a white enamel diving scale, while the chronograph pushers are also crafted from polished black ceramic — an unusual detail for the Seamaster collection.

The black ceramic dial retains the laser-engraved wave pattern associated with the Diver 300M family.

Other design choices include a PVD bronze gold subdial ring at 3 o’clock, matching bronze gold central chronograph seconds hand, red Seamaster text, rhodium-plated indexes and hands filled with white Super-LumiNova, and a date display positioned at 6 o’clock.

Omega is also using the launch to strengthen the visual connection between Bond films and the new gaming universe.

The watch comes fitted to a black, grey and beige NATO strap inspired by the colour palette worn by Bond in No Time to Die, but updated with a new pattern and bespoke engravings referencing both 007 and First Light.

Six additional NATO straps will also be sold separately through Omega’s accessories collection, each based on strap variations that can be unlocked and worn within the game itself.

Inside the watch is Omega’s self-winding, METAS-certified Co-Axial Master Chronometer Calibre 9900, visible through a sapphire crystal caseback featuring a black metallised 007 First Light logo.

The collaboration highlights how Swiss luxury watch brands are increasingly targeting gaming audiences as the lines between entertainment, digital culture and luxury consumption continue to blur.

While James Bond has historically been one of cinema’s most powerful luxury marketing platforms, 007 First Light gives the brand access to a younger, digitally native audience that increasingly discovers luxury products through games, streaming and social media rather than traditional advertising.

For Omega, the strategy reinforces the enduring value of the Bond partnership after more than 30 years.

Few entertainment collaborations have delivered such consistent global visibility for a luxury watchmaker, and the Seamaster’s association with 007 continues to play a central role in the brand’s identity and commercial success.

Most famous James Bond Omega watches
Omega Seamaster Professional 300M Ref. 2541.80 (GoldenEye)
The original Bond Seamaster with blue wave dial and quartz movement remains one of the most collectible modern Bond watches.

Omega Seamaster Planet Ocean (Casino Royale)
Daniel Craig’s tougher, more physical Bond brought larger and more rugged Planet Ocean models into the franchise.

Omega Seamaster 300 “Spectre”
Often regarded by collectors as the coolest Bond Omega because of its vintage military styling, lollipop seconds hand and NATO strap.

Omega Seamaster Diver 300M 007 Edition (No Time To Die)
Designed with input from Daniel Craig himself, the lightweight titanium watch became one of OMEGA’s most commercially successful modern Bond releases.