September 12, 2014
Automaker Aston Martin and watchmaker Omega are among the brands included in Christie’s online auction celebrating the 50th anniversary of James Bond’s "Goldfinger."
This auction celebrates the 1964 film starring Sean Connery and benefits the National Society for the Prevention of Cruelty to Children. The inclusion of Omega and Aston Martin will likely attract interest beyond James Bond fans and will spark awareness of the work of the NSPCC.
The auction began Sept. 8 and will run to Sept. 17, the actual anniversary of the film.
In "Goldfinger," James Bond was seen driving an Aston Martin DB5, which the auction will have a 24-carat gold-plated detailing model of available. Complete with radio controlled machine guns, bullet proof shield and revolving number plate.
The one-third scale model was designed using 3D scanned parts from the original vehicle.
Omega' Seamaster Aqua Terra 18-carat yellow gold watch was worn by James Bond in every 007 film. The watch’s box is inspired by the United States Bullion Depository building at Fort Knox in the film.
James Bond auction
With an 18-carat gold case, dial and hands, the watch is estimated to be auctioned from anywhere between about $12,985 and $19,478.
The NSPCC will benefit from the auction. The NSPCC aims to make a positive difference for all children and aims to end cruelty to kids in the United Kingdom.
Other items in the auction include a first edition of Ian Fleming’s Goldfinger novel, a original movie poster signed by Dame Shirley Bassey, the artist who sang the theme songs to several bond films, and a book signed by Daniel Craig that covers the creation of every film.
Participating in a charity auction can present a brand in a positive light to consumers.
For instance, family-owned fashion brand Missoni participated in a charity auction organized by Italian retailer Luisa Via Roma to benefit underprivileged children in Brazil.
While many brands have focused on the events on the field, others have taken a more philanthropic, humanitarian approach to their brand building efforts during the FIFA World Cup. This particular initiative extended to Italy as well, where Luisa Via Roma celebrated Brazilian culture with a themed edition of its bi-annual event in Florence, “Fierenze4ever” (see story).