While, in recent films, the Omega Seamaster has become James Bond's timepiece of choice, diehard fans of the books will remember that 007 preferred another brand.
As Ian Fleming wrote, he, "could not just wear a watch. It had to be a Rolex."
Sean Connery wore a Rolex Submariner in the early films, as did Timothy Dalton in his two outings as the agent (after Roger Moore had sported a Seiko digital watch for his last five appearances).
And it appears that the latest Bond actor Daniel Craig, like his 007 alter-ego, also likes Rolexs.
To mark this, Craig's Rolex Submariner has been specially customised by Project X Designs, a company which specialises in creating unique and limited edition versions of top range watches.
Other fans of customised Rolexes include Kanye West and Jenson Button's Formula One Championship-winning Brawn F1 Racing Team.
Previously, Craig has also been spotted wearing a Rolex Oyster Perpetual.
Of course, that's not to say that Craig doesn't like Omega watches. He used to own an Omega De Ville Co-axial Rattrapante which he auctioned for $30,000, in 2008.
PX Designs is currently working on a watch for fellow Bond actor Roger Moore as well. Although it isn't known whether his or Craig's watches fire darts or grappling wires.