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Another Spectre-cle Unveiled: the DB10

December 4, 2014

The latest James Bond Eon-produced film, a franchise well known for toting the latest luxury gadgets, remained quite restrained at the launch today at Pinewood Studios in Buckinghamshire, UK.

A short 11-minute press conference was all it took to reintroduce Skyfall director, Sam Mendes; the reprised modern James Bond, Daniel Craig; reveal a plethora of badies, distinguished ladies, a new title (Spectre) and prominent launch of the brand new Aston Martin DB10.

Aston Martin has had a long 50 year association with the big screen’s Bond, starting with Goldfinger in 1964. One could argue, one of the longest product associations in show business. An association which lasted through the British luxury manufacturer’s sometimes turbulent history.

The most famous specific car associated with the Bond character is a silver grey Aston Martin DB5 which starred in Goldfinger and since reappeared in Thunderball, GoldenEye, Tomorrow Never Dies, Casino Royale and Skyfall.

Aston Martin is by no means the only manufacturer to be featured in the films, but it’s certainly the most memorable. A kind of aspirational product association many brands would “kill” for.

The DB10 is “a model developed specifically for the film and built in-house by the brand’s design and engineering teams” and Aston Martin says it gives a glimpse of the future design direction for the company’s next generation of cars.

This one in particular is a limited production though, with just 10 cars available according to Top Gear, three of which have already been built.

Sine Qua Non has brokered and activated a number of memorable sponsorship partnerships with tech and sport around the world, find out more about who we have worked with here. Share with us your opinion on the new Aston Martin, your favourite Bond car or anything else by tweeting @techandsport.


We are excited to announce that Sine Qua Non (SQN) has joined rEvolution, bringing SQN’s technology and communications prowess to rEvolution, the global, integrated sports marketing agency. Together, we will continue to grow as one team to deliver best-in-class integrated marketing services for our clients.

We put people first, challenge personal effectiveness, and act as change agents on a unified team. We share these values now and moving forward. In this next chapter we will scale our skillsets and expertise together to make an increasingly significant impact in the industry.

Please visit http://www.revolutionworld.com to learn more about rEvolution’s capabilities and culture.

This is an exciting time for everyone on our collective team, and we look forward to continuing our work with you.

John Rowady
CEO & Founder, rEvolution

Claire Ritchie
CEO & Founder, SQN

Chris Ritchie
Director & COO, SQN