OPINION: Game over? The opportunity being missed by the watch industry

It feels like only yesterday that video games and games consoles were first being introduced into living rooms. But the generation that was first exposed to the Super Nintendo Entertainment System and original Playstation are fully grown up, and at least a generation and a half below them now ‘game’ as second nature. So, given its ubiquitous nature, and with graphics improving to an almost life-like level in recent times, why aren’t watch brands queueing up to collaborate with the major releases, or at least secure product placement? Journalist Belle Law digs deeper.

In 1997, the cult classic video-game GoldenEye 007 was released. Developed for the Nintendo 64, what made the game special was not just its innovation, but its famous Omega Seamaster. 

When the player paused the game, James Bond would look at his wrist and the graphically rendered Seamaster would take the spotlight. This in-game Seamaster wasn’t just for pure aesthetics, but would track the player’s health and armour levels. This fun mechanic even featured a laser function to cut through floor panels in missions and, more importantly, pioneered a space where the watch industry and gaming could collide.

On the watchmaking side, countless pixelated novelties have come to life. Most recently at this year’s Watches and Wonders in Geneva where Chanel debuted the J12 Coco Game, which featured Coco Chanel as an 8-bit video game character. Cut from a carbon fibre plate, the grayscale Coco Game Charms instantly evoked the original Pokémon games — Pokémon Red and Pokémon Blue — for the Nintendo Game Boy in 1998. 

Alpina did something similar at Watches and Wonders. To present the relaunch of four new editions of its Startimer Pilot Automatic, the booth clearly drew inspiration from 80s arcade classics like Space Invaders. Whilst the timepiece itself had nothing to do with gaming, the booth was littered with pixelated aliens and spaceships with a couple of arcade machines thrown in for good measure. 

Delegates were also sent home with a souvenir, none other than an Alpina-branded handheld, clearly modelled after the Game Boy, that would play small clips of iconic 80s games. It was a nice ode to a time vividly remembered.

Why is it that GTA V has a Rolex knock-off, when the brand could sponsor the developer, Rockstar, to implement the real thing?”

Just around the corner from Watches and Wonders at the Time to Watches event, this gaming theme continued when Krayon unveiled its Pac-Man collection. The timepiece featured Pac-Man, alongside his ghost opponents, on the polished onyx dial, which also featured the famous maze of Pac-Man, complete with pixelated numbers and the fruit the player collects in-game. 

The trend is clear — nostalgia. In 2026, brands are paying homage to 80s and 90s gaming culture, whilst simultaneously ignoring the bright and vibrant gaming landscape today.

However, it’s not game over just yet. There have been some collaborations with modern games, and these crossovers have steadily been on the rise. In 2023, Bulgari collaborated with the racing video game series Gran Turismo to create an aluminium model. The Bulgari Aluminium x Gran Turismo Special Edition watch came with a scannable QR code, where watch enthusiasts and gamers could unlock a full-scale hypercar in-game: the Bulgari Aluminium Vision GT. This is a near perfect crossover where not only a timepiece celebrating the series is available to consumers, but in the virtual world players gain access to an exclusive collectable.

There are a few other brands who have embraced the modern gaming sphere — from both the big names to the independents. TAG Heuer produced the Formula 1 x Mario Kart Chronograph and Chronograph Tourbillon in 2022, proudly featuring Mario, a bullet bill, and the blue shell most Mario Kart players have come to dread. 

On the indie side, in 2021 Polish watchmaker Błonie collaborated with Cyberpunk 2077 to create the T-2077, inspired by the game’s urban aesthetics. 

But, despite all of these collaborations that have been speckled about the past few years, both the gaming and watchmaking industries are not living up to their full potential. 

In GTA V Online, there is a parody Rolex brand, Crowex. It’s a fun spoof that allows players to accessorise their character. However, the question remains: why is it that GTA V has a Rolex knock-off, when the brand could sponsor the developer, Rockstar, to implement the real thing? The opportunity for players to buy a Rolex in-game is a huge marketing strategy being missed, and this expands to the whole of the watch industry. With GTA VI just on the horizon (if it doesn’t get postponed, again), this is an amazing opportunity for brands to level up their marketing.

Physical collaborations only take us so far when the virtual world is left untouched. Bulgari seem to have got it — they have a physical timepiece alongside an in-game tie-in. However, any video game with a customisation element has the potential to embrace watchmaking. 

Take the Sims 4 collaboration with Coach last year, where the player could customise their Sim in a plethora of Coach pieces. The same can easily be applied to watches. 

In an era of digital wearability and customisation, it’s time for watch brands and game developers to expand their collaborations further into the virtual sphere. Beyond a marketing strategy, it’s an invitation for both gamers and watch enthusiasts to come together and celebrate ingenuity, craftsmanship, and, above all, fun.