Hamilton CEO reveals how the watchmaker is leveling up its entertainment heritage in new Modern Warfare 4 special edition

When you read ‘video game fashion’, you likely picture faintly embarrassing Pokémon -inspired onesies, awkward PlayStation-branded rucksacks, or cringeworthy Sonic the Hedgehog T-shirts.

But the world of video game and lifestyle collaborations has changed markedly over the last few years.

With gaming becoming more of a major cultural force, higher-end brands have started to get involved.

You can probably already think of some examples.

It wasn't long ago that cult streetwear brand ARK/8 launched a capsule inspired by the world of Elden Ring at the peak of that game’s popularity, including a coat that made headlines thanks to its eye-watering $1,700 price tag.

On the more approachable end of the cost spectrum, premium watchmaker Hamilton has been collaborating with some of the biggest names in gaming for years and has big plans for the Call of Duty: Modern Warfare 4 launch in just a few weeks.

From Hollywood to high scores (Image credit: Hamilton) “What’s fantastic about Hamilton is that the brand keeps working to its DNA and its roots,” explains Hamilton International CEO Francesca Ginocchio as we chat about the company’s gaming efforts.

“I would say the American spirit of the brand, now with Swiss movement, is very strong, as is the link with cinema and entertainment, which has been so consistent starting back in 1957 with Elvis Presley.” The King of Rock and Roll himself famously owned and frequently wore a Hamilton Ventura, the watch even appearing on his wrist in the 1961 musical film Blue Hawaii .

The asymmetrical design became so synonymous with the star that the model is still dubbed the ‘Elvis watch’ today.

Hamilton continues to work closely with the glamorous world of Hollywood today, collaborating with directors including Christopher Nolan and Denis Villeneuve to create custom pieces for titles like Tenet and Dune: Part Two .

“We have been in more than 300 movies so far, but we keep on trying to update ourselves,” Ginocchio continues.

“Gaming is really a new part of the DNA of a brand linked to entertainment and movies.

It’s the next step.” “We have been in more than 300 movies so far" Francesca Ginocchio, CEO Hamilton’s gaming collaborations began back in 2021, when eagle-eyed Far Cry 6 players might have spotted a custom titanium field watch on protagonist Dani Rojas’s wrist.

Designed specifically for the game, Hamilton made 1983 identical real-world pieces available for dedicated fans to buy.