Joseph Gordon-Levitt wears a Citizen Promaster

Joseph Gordon-Levitt wears a Citizen Promaster as Adam Lerner in Jonathan Levine's 50/50, a comedy-drama about a 27-year-old public radio journalist diagnosed with a rare form of spinal cancer. The screenplay is by Will Reiser, based on his own experience, and Seth Rogen plays Adam's best friend Kyle, a role loosely based on Rogen himself. Anna Kendrick and Bryce Dallas Howard co-star.

The Citizen Promaster is a functional sport watch without much flash. It tells you Adam is organized, practical, and doesn't spend a lot of time thinking about accessories. He's the kind of person who researches his own cancer diagnosis on the internet and finds a therapist through his health plan. The watch sits on his wrist through chemo sessions, hospital waiting rooms, and the slow process of figuring out who in his life actually shows up when things go wrong. It's not a story about a watch, but the Promaster does its job the way Adam tries to do his: show up, keep going, don't make a scene about it.