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Bloomberg.com: Spend
"April 5 (Bloomberg) -- Daniel Craig's killer abs stole the show in the latest James Bond movie, ``Casino Royale.'' Now, Swiss watchmaker Omega hopes the wristwatch worn by the ripped actor will help elevate the brand's status.
Craig's beat-up ``Planet Ocean'' watch is among more than 300 Omega pieces to be offered by Antiquorum Auctioneers in Geneva on April 14 and 15. The watch Craig wore while doing many of his stunts has a high estimate of $6,500.
Omega, owned by Swatch Group AG, the world's largest watchmaker, is also selling a ``Seamaster Professional'' worn by Pierce Brosnan in 1997's ``Tomorrow Never Dies,'' with a top estimate of $10,000. A ring-watch of first ``Bond girl'' Ursula Andress, with 28 square-cut diamonds, may fetch as much as $30,000, according to the auction house.
The sale may help Swatch elevate Omega's brand, which trails luxury names such as Rolex and Patek Philippe. A 1933 Patek Philippe ``Henry Graves Supercomplication'' fetched a record $11 million in 1999 at Sotheby's in New York. Dealers said the ``Omegamania'' auction may beat the $3 million high valuation as presale estimates for many lots are modest.
``Omega as a brand has always been underrated,'' said Edward Faber, founder and principal of Aaron Faber Gallery, which specializes in collector watches. ``They made a heck of a lot more Omegas than they did Patek Philippes.''"
http://www.bloomberg.com/apps/news?pid=20601093&sid=akYrcG3X165Q&refer=home
Chris
http://amateureconblog.blogspot.com/
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