My understanding is that he didn’t show up wearing it, he borrowed that watch from one the DP I believe because they thought it was cool and rugged and reflected what Bond really was at heart.
I think after the fact they tried to get a Rolex sponsorship but Rolex declined.
I don’t know if that was reversed for Timothy Dalton who wore a Rolex as Bond or Roger Moore who also wore a Rolex in one of the movies. Specially on the Timothy Dalton case there is a pretty specific set of shots that look like product placement to me.
If memory serves me right on one case the watch bezel was an electric saw and on another a laser? Or maybe the laser was another one and this one had the crown as a hook. I don’t know.... clearly both where Frankens.
😀