In 2022, the Hamilton Watch Company was able to celebrate its 130th anniversary (as well as 90 years since the American brand was first featured in cinema). WatchTime met with Hamilton International?s CEO Vivian Stauffer to talk about the brand?s unique role in the movie industry. A pilot himself, Stauffer first joined the Swatch Group in 2002, switched to Hamilton in 2007 and was promoted to CEO in July 2020.

“It is not a commercial opportunity for Hamilton, it?s a relationship story. It?s about the exclusive partnership we have with the movie industry.”Vivian Stauffer, CEO Hamilton

Hamilton was first featured in a film in Shanghai Express, a 1932 American film with Marlene Dietrich. Since then, Hamilton watches have been featured in over 500 movies, including Nolan?s Interstellar (2014) and Tenet (2020). Do you have a favorite movie appearance" VS: Always the next one (laughs)! If I had to choose my favorite one is definitely Interstellar. It’s a good movie, and our watch is key to the movie plot.

What is the commercial impact of having a watch in a movie"
VS: Whenever you have a product, an already existing one or not, you see an increase in sales. For example, when the movie The Martian was launched with Matt Damon in 2015, our Khaki Navy Belowzero sales went up. Then, it goes back to normal, until you see the watch in Tenet in 2020, and the numbers go up again. However, it is not a commercial opportunity for Hamilton, it?s a rel...