Hamilton has a problem within watch retail. It’s seen as a budget brand, with nice models, but a lack of true collector appeal and you could say, a lack of defining, unique models within the brand line-up.

The quirky Ventura IS different, but it needs a modern brand ambassador – you can’t sell watches using Elvis now, he’s been dead for four decades.

The Khaki struggles to win cult admirers in the same way a Seiko Alpinist does. The Intra-Matic is very cool chronograph but it shares its movement with budget Hamilton models and retails at nearly two grand. Really, the Intra-Matic should have something like a micro-rotor movement with a see-thru caseback to set it apart in terms of tech.

Just ideas, we all have them. But Hamilton have decided to capitalise on the craze for online gaming with a Far Cry model.

Here”s the video trailer;

So what’s the deal here? Well the Khaki watch will feature gameplay benefits and functions. Hamilton say that the Khaki Field Titanium Automatic is gifted to game players following the completion of a dangerous mission.

That is you win a virtual watch, not a real one. You have to buy that.

But will gamers decide that the Khaki is cool enough to wear, or just collect, in the real world? It’s a difficult question and Hamilton faces tricky decisions in the future if it is to save itself from oblivion. Fact is, Swiss watches under £1000 struggle to sell because buyers see them as low status, not impressive enough to command bragging rights down at the gym, classic car meet etc.

We are seeing the collapse of the middle market in watches, cars, clothing and so much more. People want an impressive brand name, or something cheap n cheerful that ticks the right boxes at Aldi or Lidl. That’s why Debenhams is dead. That’s why M&S is heading the same way.