Thanks to a 75% “Fresh” rating on Rotten Tomatoes, the acclaimed comic book film adaptation Kingsman, The Secret Service is back for another stylish and violent secret agent romp: Kingsman: The Golden Circle. And while Taron Egerton and Colin Firth will be reprising their roles from the first film as agents of Her Majesty’s “other” secret service, their Bremont Kingsman-issue watches won’t be. Gone is the mechanical ALT1-WT chronometer, deemed a “bloody smart watch,” having been replaced by TAG Heuer’s Connected Modular 45 in Kingsman-exclusive livery – an actual smartwatch as requested by director Matthew Vaughn.

Like the special-edition Bremont ALT1 from 2015’s Kingsman, the Swiss-made TAG Heuer Connected Modular 45 (hands-on here with more details) also gets its own special treatment. But since it’s not terribly difficult to create your own custom dials within TAG Heuer’s existing Connected design studio, the Kingsman Special Edition gets a few extra embellishments like matching rose gold lugs, two different interchangeable straps (sporty bridle leather and orange “smoking jacket” suede leather), packed into a Kingsman-branded presentation box. On the watch itself, the digital Kingsman-exclusive dial comes in both blue and grey with matching rose gold accents and the inverted “K” insignia throughout. That rose gold logo makes a larger, more animated appearance on the dial twice per day at 10:10, and again when the Android Wear flashlight function is deployed, the latter of which yields a particularly clever Bat Signal-esque effect. The promotional video below from TAG Heuer helps illustrate.

While this TAG Heuer Connected Modular 45 Kingsman Special Edition is an example of pretty overt watch placement in a film, you don’t have to be a seasoned watch-spotter to know there’s already a pretty rich history and sub-culture behind watch placement in movies, like Sly Stallone’s Panerai in Daylight, Matthew McConaughey’s DOXA in Sahara, or Sean Connery’s legendary Submariner in Dr. No. Most times, the placement is subtle and the result of either a savvy wardrobe director or the personal preference of an actor in question (Liev Scheriber in Ray Donovan, looking at you). But more often than not, it’s the result of a sophisticated marketing partnership, the modern likes of which seem to be looking to replicate the runaway success of Omega’s Seamaster placement in every James Bond film since 1995’s Goldeneye.

Are we looking at the next generation of Bond watches? It’s hard to say, as the success of the film ultimately determines whether or not this partnership continues. Conversely, the success of the Connected platform also determines whether or not it, or its mechanical counterpart, would be the choice of future secret agents. Either way, if the success of 2015’s Kingsman is any indicator, we could be seeing a lot more of the Carrera’s sharp, distinctive lugs up on the big screen. The TAG Heuer Connected Modular 45 Kingsman Special Edition will be sold online exclusively through Mr. Porter for a price of $3,650 starting on July 6th, 2017, well ahead of the film’s UK and United States release on September 22nd. tagheuer.com