What is a hero without a villain? It is a question as old as storytelling itself, and one that forms the very core of cinematic espionage. Omega, the prestigious Swiss watchmaker that has reliably outfitted secret agent James Bond on the silver screen since 1995, is exploring this timeless dynamic through a brand-new exhibition and a specialized collection of wristwatches. Currently open at the brand’s boutique in Glendale, California, the immersive showcase pays direct homage to the central tension of the 007 franchise: the perpetual battle between Britain’s top operative and his shadowy nemeses within Spectre, the global criminal and terrorist organization that has plagued him for decades.
Open to the public through November 8, the exhibition—officially titled Timeless Adversaries James Bond and Spectre—brings together more than 20 original props spanning seven iconic James Bond films. For longtime fans of the franchise, the artifacts on display offer a tangible connection to cinematic history. Among the highlights are the authentic poker table chips utilized during the tense high-stakes card games in Casino Royale (2006), James Bond’s official MI6 identification badge from Skyfall (2012), and the intricate mini car bombs originally designed for Bond’s legendary Aston Martin DB5 in No Time to Die (2021).
This unique public showcase marks a historic milestone for the Swiss watch brand. It represents the very first time Omega has deliberately brought the worlds of Bond and Spectre together under one roof. The exhibition is thoughtfully housed within a dedicated second-floor salon situated directly above the Glendale boutique. The layout is divided into two distinct rooms to honor the opposing factions. The first room features walls lined with shelving units displaying authentic props pulled directly from the two rival archives—representing the contrasting operational worlds of Bond and his adversaries. The second room shifts the focus toward horology, presenting six historical timepieces sourced directly from the Omega Museum in Switzerland, exhibited alongside the newly introduced James Bond and Spectre edition wristwatches.
Raynald Aeschlimann, president and chief executive officer of Omega, noted during the exhibition’s opening that the concept had been brewing for quite some time. The executive reflected on the complex relationship between the world’s most famous secret agent and the criminal syndicate that opposes him, viewing the villainous faction not merely as an obstacle, but as an essential counterpart to the protagonist’s legacy.
"It was always in our mind—at least in my mind—to do something with Spectre," Aeschlimann said while discussing the genesis of the project. "Because it’s like your best enemy—you love this enemy."
Interestingly, early commercial indicators suggest that the fictional criminal organization might actually be winning a surprising battle in the real world. During a one-on-one interview with Robb Report conducted prior to the official opening of the exhibition, Aeschlimann revealed that initial sales figures and consumer reactions point toward an unexpected trend among watch enthusiasts and collectors.
"Are you more a James Bond or a Spectre? Because we all have a bit good and sometimes a bit bad," Aeschlimann remarked, posing a philosophical question that resonates with modern audiences. "And from what I’ve heard, the interest for the Spectre watch is a bit bigger from new customers. I’ve read that some of the people giving interviews, even some actors, they said, ‘We are so Spectre much more than Bond.’"
The timing of this dual-themed release and exhibition arrives at an interesting transitional period for the broader 007 franchise. Amazon, which acquired Metro-Goldwyn-Mayer and now holds creative control over the legendary cinematic property, has yet to officially announce a successor to actor Daniel Craig. Craig famously portrayed the iconic secret agent across five consecutive films, concluding his tenure with No Time to Die in 2021. Furthermore, studio executives have not yet disclosed a definitive timeline for when the next installment in the film series will arrive in theaters. Despite this cinematic intermission, Aeschlimann firmly believes that the present moment offers the ideal window to introduce the new Bond and Spectre Seamaster editions, alongside mounting an exhibition of this scale.
"It’s the perfect timing to launch these watches," he stated. "The whole shopping experience has changed now. A lot of our consumers, they come to experience the brand first and then they buy. So to be able to have a boutique that is offering us the possibility to attract a lot of people is incredible."
Beyond celebrating the cinematic universe, Aeschlimann emphasized that storytelling initiatives of this nature serve a vital strategic purpose in bolstering the watchmaker’s already formidable presence within the United States market. Retail experiences that merge historical props with high-end luxury products help deepen the connection between the brand and its American clientele.
"I’m very proud to come back to this country, where we are enjoying an incredible business, have gained market share—35 stores and really doing good," he said, highlighting the steady physical expansion of the brand’s retail footprint. "Over the last 10 years, we very much grew and created a big community."
The proliferation of branded boutiques across the United States has fundamentally shifted how Omega interacts with everyday watch enthusiasts and high-net-worth buyers alike, creating environments where immersive marketing can flourish.
"Once you have boutiques—and we have them everywhere in this country—then you start to be much closer to the consumers," Aeschlimann added. "Everybody is experiencing our brand. So it’s about time to create such an event. It’s also something that I want to communicate to the headquarters in Europe, so they don’t forget: This is market number one."
