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No time to buy: Here are 43 James Bond investments

By Joyanta Acharjee

18:00, 30 September 2021

No Time to Die features Aston Martin DB5 cars
Aston Martin DB5 cars in chase scenes from the movie ‘No Time to Die’ in Sassi, Matera, Italy - Photo: Shutterstock

As the latest James Bond’s adventure No Time to Die hits screens – the 25th official movie from Amazon-owned studio MGM – Capital.com looks at investment ideas from the James Bond franchise. 

James Bond films can’t exist without smooth drinks, cool cars, gadgets and dapper suits. Each movie in the franchise has been a gold mine for product placement opportunities since Sean Connery in 1962’s Dr. No

The film rights to Ian Fleming’s James Bond novels have been in the hands of production company Eon Productions since the early 1960s, secured by Albert “Cubby” Broccoli and business partner Harry Saltzman. Eon is still family-owned, co-run by Albert Broccoli’s children Barbara Broccoli and Michael G Wilson.

How can you invest in a James Bond universe?

Shaken, not stirred

Bond’s drink of choice is either a vodka martini cocktail or Bollinger champagne. Bollinger champagne is privately owned, while drinks giant Diageo (DEO) has signed a deal for its Smirnoff vodka brand to be featured in the new movie.

In Skyfall, Bond drinks Macallan single malt whisky from Scotland’s Speyside region. The distiller is owned by the privately held Edrington Group. Investors interested in other whisky companies can look at Pernod Ricard (PDRDY), owners of the Glenlivet and Aberlour brands plus Ireland’s Jameson; LVMH which owns Glenmorangie and Ardbeg and Louisville, Kentucky-based Brown-Forman which owns the Glendronach and Benriach brands.

Daniel Craig’s Bond has also been seen drinking Heineken (HEINY) beer, with the Dutch company rumoured to have paid $45m for the privilege.

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‘I’ve had a few optional extras installed’

Bond has long been associated with Aston Martin (AML) cars from the legendary DB5 sportscar which first appeared in Goldfinger and makes a return in No Time to Die.

Both Sean Connery and Daniel Craig have been seen behind the wheel of a Ford (F) and Pierce Brosnan drove a BMW (BMWYY) during his tenure, famously driving a BMW 7series saloon car off a multi-storey car park in Tomorrow Never Dies.

Sean Connery also drove a Toyota (TM) 2000GT in You Only Live Twice (which had to have its roof removed to accommodate Connery’s 6-foot plus frame) and Roger Moore commandeered a Renault (RNLSY) taxi in 1985’s A View to a Kill.

‘Now pay attention 007’

The James Bond franchise and gadgets go hand in hand. Supplied by Q, the gadgets have evolved from radio-controlled devices to digital, Internet-enabled products such as smartphones. After using phones made by Sony (SONY) in prior outings, No Time to Die will feature three smartphones from Nokia (NOK).

Luxury watches are another James Bond trademark. Sean Connery’s Bond wore Rolexwhich is owned by the private Hans Wilsdorf Foundation while every Bond movie since GoldenEye has featured an Omega,which is part of Switzerland’s Swatch Group (UHR). 

Although the maker of Bond’s legendary PPK pistol Carl Walther GmbH is private, the closest listed equivalent is Heckler & Koch (MLHK), known for its MP5 submachine gun used by armed forces and law enforcement around the world.

Daniel Craig wore Adidas (ADDYY) shoes in Skyfall and limited-edition running shoes have been released to tie-in with No Time to Die.

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The finer things in life

Bond enjoys the finer things in life. He wore bespoke suits from London’s Savile Row, has shoes made by British shoemaker Crockett & Jones and makes occasional shopping trips to Harrod’s – grabbing a basket of luxury food in The Living Daylights.

Daniel Craig is dressed in Tom Ford, which has replaced the Italian label Brioni as worn by Pierce Brosnan.

Although many luxury brands are in private hands, investors can look at S&P’s Global Luxury Index to find individual investment names or consider luxury theme ETFs such as the €277m Amundi ETF S&P Global Luxury UCITS ETF (GLUX) or the €240m SPDR MSCI Europe Consumer Discretionary UCITS ETF (SPYR GY).

Bond racks up quite a lot of airline points as he often travels using the cover identity of a business executive for Universal Exports British Airways – part of IAG was Bond’s airline of choice. In Casino Royale, Daniel Craig flies with Virgin Atlantic and there is also a brief cameo from Virgin’s founder, Sir Richard Branson. 

‘The man with the Midas touch’

If you fancy yourself as a Goldfinger, you can choose to own physical gold. Bars of bullion and gold coins are available from financial institutions as well as government entities such as the US Mint, the UK’s Royal Mint and Canada’s Royal Canadian Mint.

Alternately, you can choose to spread your risk with golden ETFs. Instead of investing in individual company shares, which have the potential to lose value, an ETF spreads the risk by pooling together more than one company’s shares into an exchange-traded product that typically has lower fees than traditional mutual funds.

Gold ETFs include: 

‘I admire your luck, Mr…’

Bond is known as a gambler, playing baccarat in Dr. No and high-stakes poker in Casino Royale. The novel Casino Royale also serves as a handy introduction to baccarat.

Sean Connery visited Las Vegas in Diamonds are Forever. For a slice of listed gaming action, major gaming-related companies include: 

Is water the new oil?

Another investment theme from the James Bond movie franchise is the control of a country’s water supply in Quantum of Solace. The global water market has been valued at $805bn by ResearchAndMarkets.com while the World Health Organization estimates that more than half the world’s population will be living in water-stressed areas by 2025.

The following ETFs focus on the water space:

  • The $2.6bn iShares Global Water UCITS ETF (DH20) seeks to track the performance of an index composed of 50 of the largest global companies engaged in water related businesses.
  • Invesco runs a trio of water ETFs: the $2bn Invesco Water Resources ETF (PHO) which holds 38 stocks and invests in companies included in the Nasdaq OMX US Water Index. This index tracks listed companies that create products designed to conserve and purify water for homes, businesses and industries. It’s the same index used as the basis for the $359m Invesco Global Water ETF (PIO), which currently holds 51 companies in its portfolio.
  • The $1.2bn Invesco S&P Global Water Index ETF (CGW) invests in 58 companies tracked by the S&P Global Water Index which includes water utilities, infrastructure, equipment, instruments and materials.
  • First Trust Water ETF (FIW) is a $1.2bn fund that holds 36 stocks and tracks the ISE Clean Edge Water Index of listed companies that derive a substantial portion of their revenues from the drinkable water and the wastewater industry.  

No Time to Die opens on 30 September in the UK and worldwide on 8 October. 

Warning: Whether to buy or sell is your decision. It should be based on the information available from your personal research, your risk appetite, the spread of your portfolio and any hedging you have in place, taking into account how much you are prepared to put at risk.

Markets in this article

ADSGN
Adidas
207.75 USD
2.75 +1.350%
AML
Aston Martin
1.7291 USD
-0.0239 -1.380%
BFb
Brown-Forman
51.85 USD
-0.22 -0.420%
CZR
Caesars
43.83 USD
0.39 +0.900%
DGE
Diageo - GBP
29.350 USD
-0.12 -0.410%

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Capital Com is an execution-only service provider. The material provided in this article is for information purposes only and should not be understood as investment advice. Any opinion that may be provided on this page does not constitute a recommendation by Capital Com or its agents and has not been prepared in accordance with the legal requirements designed to promote investment research independence. While the information in this communication, or on which this communication is based, has been obtained from sources that Capital.com believes to be reliable and accurate, it has not undergone independent verification. No representation or warranty, whether expressed or implied, is made as to the accuracy or completeness of any information obtained from third parties. If you rely on the information on this page, then you do so entirely at your own risk.

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