American watch brand Hamilton is set to feature in the upcoming film Men in Black 3, with its distinctive Ventura timepiece becoming part of the Men in Black uniform.
In this third instalment of the film the agents travel back in time and will wear different versions of the Hamilton Ventura to help evoke different eras.
The brand has thus created two contrasting versions of the Ventura – an XXL version with a rubber strap, all-black dial and a more elegant stainless steel case version in Hamilton Ventura Medium, the timepiece "favoured by the Men in Black supporting agents".
Hamilton and Columbia Pictures have worked together on the film and are continuing the partnership with a global promotion campaign to support the movie’s international rollout.
Hamilton watches also appeared in Men in Black and Men in Black II, and with each film, the scope of promotional activity has increased.
Hamilton’s long history with Hollywood includes watch appearances in more than 400 films, but Men in Black 3 represents a new milestone for Hamilton, as the brand loaned more watches to this film than it has to any other title.
Men in Black 3 will be released on May 25, 2012.