“We had to read the book in a night!”: Hamilton's CEO on a unique movie collaboration
Hamilton has announced a special collaboration with Dune: Part Two, Denis Villeneuve’s upcoming sci-fi epic.The project saw the watch company work with the film’s prop master, Doug Harlocker, to create ‘the Desert Watch’, a ‘wrist tool’ named for the arid planet of Arrakis, where Dune plays out, and which features in the film.That in turn inspired two limited-edition watches commercially available down here on Earth.
We did not know what to do!What makes a successful movie tie-in?There are different objectives. But it is always successful with Hamilton. I’ve worked for Hamilton since 2007 and I’ve never experienced bad comments. The difference between Hamilton and other brands the movie industry is that we never talk about money. We are not paying to have visibility in the movie. We are only talking about creativity. And we have different ways to work. from our core collection.
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