Last night the Kingsman returned in Kingsman: The Golden Circle, with a new head tailor to the fore and a new watch on his wrist, the TAG Heuer Connected Modular 45 Kingsman special edition. The success of the first movie, Kingsman: The Secret Service, was unprecedented, and not just because it was a British spy movie that challenged Bond – many critics commented that, in fact, it out-Bonded Bond on just about every level. It was groundbreaking in the clever way that it integrated products, fashion and watches into entertainment in a manner that involved the audience in a knowing way, neatly avoiding any sour advertorial aftertaste (it also helped boost suit sales in South Korea). That is a best-case tightrope never walked before by a big-budget motion picture. By the way, if your finger is hovering over the ‘book now’ button and you want to skip to the movie review, scroll past the watches, it’s at the bottom. However, putting the movie itself aside, there is an interesting play here in the way that TAG Heuer has executed its partnership with the movie franchise. Even non-watch fans might find this telling. Bremont passes the baton to TAG Heuer – which is a better fit? Kingsman: The…
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