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40 years in, James Bond is less of a character than a rotating stable of brands. Sony Ericsson, Smirnoff, and Aston Martin are all part of the current package, but what about the villains? While Bond is off winding his Omega, the Goldfingers of the world have to make do with Swatches.

Nicolas Hayek, founder and head of the Swatch group, has decided to cash in on the semi-cachet of the Bond villain with the 007 Villain Collection. The line follows villains from *Goldfinger* to *Casino Royale*, outfitting the most stylish with a watch just slightly less expensive than Bond’s own.

We’re usually partial to product endorsements from imaginary characters, but we’re still on the fence with this one. Is there anyone out there trying to dress like Jaws?

—R.B.

CONTRIBUTORS

  • Russell Brandom