Omega -- once home to timepieces for seafaring yachtsmen and moonwalking astronauts, but now pretty much targeted to stylishly outdoorsy types -- is unveiling its new James Bond "Quantum of Solace" limited edition watch this Friday when the film preems. If you can get over shilling for a major studio film, you will certainly appreciate the watch's design. The dimpled face is inspired by the grip of Bond's trusty sidearm, a Walther PPK. The watch also features white Super-LumiNova (I presume that is something really cool) on its indexes and hands, and the words "Quantum of Solace" are laser-engraved on the inside of its sapphire crystal. The Omega name and logo and the Arabic numerals are etched in the dial, with the "blood red tip" of the seconds hand and the Seamaster logo presenting a stark contrast to the black dial.

The 140-year-old watchmakers have earned respect from their craftsmanship, ruggedness, and for their unflinching devotion to quality and precision; it should be no surprise that Omega is the official time keeper for the Olympic Games. They've outfitted Bond characters since 1995's GoldenEye, but they've only made 5,007 James Bond "Quantum of Solace" Omega Seamaster Planet Ocean watches; no word yet on the price. The original watch worn by Daniel Craig in Solace is being auctioned. And talk about being in good company: Other Solace promotional partners include Aston Martin cars and Bollinger champagne.