Hamilton CEO discusses the brand's expansion into gaming with Call of Duty: Modern Warfare 4 collaboration

Hamilton CEO Francesca Ginocchio has detailed the watchmaker's strategic shift toward the gaming industry, highlighting the upcoming release of a special edition timepiece for Call of Duty: Modern Warfare 4. Building on a long-standing heritage of cinematic collaborations, Hamilton aims to bring the same level of authenticity to gaming that it has provided for films like Dune and Tenet. The new watch, worn by the character Captain Price in the game, is part of the brand's Khaki Field collection, which shares historical roots with military equipment. Ginocchio emphasizes that these collaborations are not merely marketing stunts but are designed to fit the fictional universes of the games. By prioritizing subtle, character-driven design, Hamilton seeks to solidify its presence in gaming as a natural extension of its entertainment DNA, following previous successful tie-ins like the titanium field watch featured in Far Cry 6.