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Sunday, 1 January 2006

Dirk's Real


Dirk's Reel:
Before watches were routinely placed onto celebrity wrists, Clive Cussler gave a real-life orange-dialed diver model to his fictional hero Dirk Pitt

Product placement is a very prolific marketing trend among watch companies to-day. It is intended to increase aware-ness for their ticking treasures. This tendency, where the firm places high-end timepieces on stars’ wrists in Hollywood movies, is an interest-ing yet somehow superficial practice aimed at getting the companies a great deal of attention. But at least one cooperative positioning recently took place in Hollywood that was actually very authentic, making a whole lot of sense for its brand and the motion picture in question alike: Doxa and Dirk Pitt. Clive Cussler is the success-ful author of the Dirk Pitt series of novels that feature a James Bond-type NUMA (National Underwater and Marine Agency) agent by the name of Dirk Pitt and his sidekick, Al Giordino. And the high-powered film version of his 1992 adventure “Sahara” hit the big screen in the spring of 2005 with main character Dirk Pitt wearing an “orange face Doxa dive watch.”While the horologically uniniti-ated have probably wondered if the watch found on the pages of Cussler’s novels is real or not, International Watch readers know the authenticity of the brand. But what about Pitt’s use of Doxa use in the books?

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