In the beginning of the movie, you can make out a Hublot Big Bang with a rich blue face, probably with the tantalum bezel and gold case. This watch is visible at Downey Jr. rolls around in the dust avoiding enemy fire. The Hublot Big Bang is a fitting watch for Tony Stark, as it represents high technology and luxury. The watch is immensely popular in the Hollywood circuit, but then again, most attractive luxury watches are. I imagine that Robert Downey Jr. probably has a collection of these in real life. Though he admits to wearing the Bvlgari watches in Iron Man because of the sponsorship.
After Tony Stark is kidnapped, his captors probably take the Big Bang and trade it for some more arms and armor. After his daring escape and return to Malibu, we see Tony Stark wearing a Bvlgari Diagono Sport with a black face and black leather band while in a tuxedo. The watch in the movie differs from the pictured version in that the movie watch has gold screws in the lugs holding the strap in place, which the pictured watch does not. Bvlgari obviously had some sponsorship in this movie, and the next watch Downey Jr. is seen wearing is a far fancier Bvlgari.
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