Yes, I know. It almost feels like a cosmic transgression for a film so heavily focused on materialism. Or the greatest form of irony, depending on who you ask. But there’s a very good reason why Patrick Bateman (Christian Bale) wore a Seiko 5 SNXJ90 instead of the two-tone Rolex Datejust 16013 everyone believed he was flexing for years.
While this discovery has only recently been brought to light by everyone from Superwatchman to GQ – and personally verified by BH after a painstaking process of pause + zoom action replays (weekend well spent) – it’s no secret that the perenially brand-safe Rolex wasn’t cool with being so closely associated with an unabashed psychopath who, murder and cannibalism aside, was kind of a see ya next Tuesday.
Fun fact: where both the original Bret Easton Ellis novel and original screenplay namechecks Rolex on multiple occasions, the production was forced to make some adjustments. Hence why Bale’s Patrick Bateman says “Don’t touch the watch” instead of “Don’t touch the Rolex” during a scene where he’s hanging out with two prostitutes. “Hanging out.” Lol.
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That’s where Seiko came into the picture. In all its 38-millimetre, two-tone stainless steel, and fluted bezel glory; complete with a remarkably similar white dial, day-and-date display, and jubilee bracelet. And granted, while a Seiko 5 might not be as coveted as a Rolex Datejust, it certainly did a spectacular job of convincing audiences they were synonymous for decades for a fraction of the price. It retails at around $400 AUD in most places.
Christian Bale would go on to rep the Rolex brand later in his acting career on several occasions. Namely with a Rolex President Day-Date in American Hustle (portraying Irving Rosenfeld), and with a Yellow Gold Rolex President Day-Date in Vice (portraying former Vice President Dick Cheney). Apparently being associated with a con man and warmongering politician isn’t an issue for the Swiss crown.
Now… let’s see Paul Allen’s Seiko 5.
