In Colonel Sun, the first non-Fleming Bond penned by Kingsley Amis, the eponymous and villainous Colonel wears a Longines -
'... he halted, stood quite still for a moment, and glanced at his watch, a steel-cased Longines W.D. pattern which he had had for nearly 15 years. Its former owner, a captain in the Gloucestershire Regiment, had died under interrogation as bravely as anyone Sun had ever met.'
Later in the book Bond's watch gets a mention, which I imagine is a nod to a similar line in Live and Let Die:
'Bond peered at the luminous dial of the Rolex Oyster Chronometer on his wrist'.