From his Sunday Times article on brand loyalty, from March 22 2009 (no link as it is a paid site).
“Mostly, though, I cannot wear any of these watches because I am an Omega man. I have worn a Seamaster for years, not because James Bond has one and not because Neil Armstrong wore something by the same maker on the moon but because on the day I went away to school my parents gave me a Genève Dynamic.”
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