I felt more positive about a watch brand I saw in a movie or show if
It was worn by a character I liked (even if I didn't like the watch itself).
I was already keen on the brand or model but seeing it in this light made it better.
The placement seems natural and didn't feeling like a marketing attempt.
It felt like a good match for the character regardless of whether it was a natural or paid placement.
There is a creative use of the watch in the story or scene but otherwise a character wearing a watch alone isn't enough.
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