The Bourne Film Franchise has nearly earned a billion dollars globally. So it’s no surprise that IWC would want to partner with this franchise in the latest Bourne installment, Bourne Legacy.
As we have seen, IWC has been anything but subtle about placing their timepieces in great movies over the last 10 years to build brand identity and awareness. In the case of the Bourne Legacy staring Jeremy Renner, it’s very fitting that IWC would want to promote their ceramic Top Gun pilots line of watches because it compliments the whole under cover agent thing, while being masculine and stealth at the same time.
Here is something I noticed, the watch Jeremy Renner is wearing in the movie is no longer being produced. This is strange considering, you would think the whole point of product placement would be so that people see it and say “I want to buy that watch” If the watch is not available and there is a newer version, it can piss people off and this could really mess with your credibility as a brand globally.
The watch Jeremy Renner wears in this movie is pictured above and is the Top Gun Ceramic Double Chrono ref# IW379901. This watch was produced from 1995-2011 and retailed for $11,900. As much it looks similar to what is now being produced Top Gun Ceramic Chrono ref# IW388001, it’s a totally different watch. The one in the movie has a dopple chrono function with an additional button on the other side of the ceramic case which is 44 mm and the dial and movement are completely different from the current version.
The current version is a regular chrono and has a bigger size ceramic 46 mm case, but again the dial looks different and the functionality and aesthetics are also different. The movement on the current one is an in-house IWC manufactured movement and retails for $12,700, which is $900 more expensive than the one placed in the movie.
I recently called an IWC boutique to ask them why they would place a watch in a movie that’s no longer available and their answer was ” That’s a really good question” All I am saying is if your going to do something like this partnership, do it right, do the research, make sure the watch you are placing in the movie is still available.
Watch Details of current version:
- Reference IW388001
- Case Material ceramic/titanium
- Bracelet/Strap black soft strap
- Dial Colour black
- Jewels 35
- Price $12,700
- Mechanical chronograph movement
- 68-hour power reserve when fully wound
- Date display
- Stopwatch function with minutes and seconds
- Flyback function
- Small hacking seconds
- Soft-iron inner case for protection against magnetic fields
- Screw-in crown
- Sapphire glass, convex, antireflective coating on both sides
- Secured against displacement by drop in air pressure
- Water-resistant 6 bar
- Case height 16.5 mm
- Diameter 46 mm