How James Bond Made the Submariner Rolex’s Coolest, Most Recognized Watch

With devotees from Steve McQueen to Adam Levine

One of the classic moments from the James Bond films takes place in the first few minutes of 1964's Goldfinger. Having wiggled out of his wet suit, Sean Connery steps into a smoky Latin nightclub where he flicks his cigarette lighter to check the time on his wristwatch. The time is important because Bond has set a bomb to blow up a hidden heroin lab. The watch is important, too. It is a Rolex Submariner 6538.

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