Samuel L. Jackson wears a Bremont Chronograph

Samuel L. Jackson plays Alfie in Argylle (2024), Matthew Vaughn's reality-bending spy film, and on his wrist sits a steel Bremont chronograph: black dial, a pair of pale subdials, a brown leather strap. It is product placement, and Bremont has never hidden it. Vaughn used the British brand once before, in Kingsman, and brought it back for Argylle.

What is unusual is how far the brand went. Bremont built a three-piece limited collection around the film, the Argylle diamond pattern pressed into the dials, each watch keyed to one of the leads. By the company's account, Vaughn let each actor choose the watch that fit their character. Jackson's is a restrained thing, a steel chronograph on a leather strap, not the watch you notice first in a room. Bond has Omega, and everyone knows that is a deal. Vaughn's spies have Bremont, in Kingsman and now here. What no one has said is which exact reference Jackson wears, only that it is a Bremont.