Watches As A Propaganda Tool - Russia, Ukraine, & The United States

From the Cold War To The War In Ukraine, Watches Are Used As A Propaganda Tool, But Are They Effective?

In June 2022, Ukrainian President Volodymyr Zelensky visited the frontline troops on Ukraine's Armed Forces Day and presented soldiers with Ukrainian-produced Kleynold watches. The tradition of presenting watches to military personnel as commemorative gifts is long, but these watches served another purpose. With a government photographer on hand to capture the moment, the Ukrainian-produced Kleynold KFS-820s were tools of propaganda, a public demonstration of unity, patriotism, and Ukrainian ingenuity. This is just the latest example of watches used as tools of influence by Ukraine, the Soviet Union, and the United States.

Cold War Of Covert Influence

During the Cold War, the United States and the Union of Soviet Socialist Republics (USSR) competed on several “battlefields.” These included “hot wars” like Korea and Vietnam, “near-miss Armageddons” such as the Cuban Missile Crisis, and shadowy proxy wars around the world.

One of the lesser-known battlefields involved influence operations. Both superpowers used overt, clandestine, and covert resources to influence non-aligned populations in Asia, Africa, and Latin America. In the United States, the lead agency was the US State Department and, specifically, the Policy Planning Staff (PPS). George Kennan, the State Department senior official responsible for the PPS, served in Moscow and realized that in the case of the USSR, the United States faced an implacable foe under Joseph Stalin determined to control the world either by force of arms or by political warfare.

George F. Kennan pictured in Geneva, Switzerland.

To counter that threat, Kennan prepared a series of papers at State addressing political warfare's challenges. Kennan understood that a successful program would have to include every possible tool in the national security tool kit. This included public diplomacy, economic and military support to neutrals as well as allies, and clandestine and covert influence programs run by the newly formed Central Intelligence Agency.  The diverse set of CIA operations supporting this strategic plan included clandestine publishing and delivery of books banned in the USSR such as Boris Paternak’s Doctor Zhivago, smuggling news and music radio broadcasts into the Warsaw Pact countries and the USSR, and effective use of “agents of influence” to deliver a US-orchestrated message.

Traditional Propaganda

To counter this effort, the USSR used similar techniques. In the case of strategic communications, the USSR offered foreign journalists tours of “Potemkin villages” presenting the power of the communist economy. The May Day celebrations included displays of the Soviet military might, and in 1960, they created an international university in Moscow, Patrice Lumumba University, to train future non-aligned leaders. The KGB conducted “active measures” propaganda using their own agents of influence designed to portray the West and most especially the US as a poverty-stricken, depraved nation.

The greatest tool in the Soviet propaganda tool kit was their space program. While US rockets were blowing up on the launch pad, the Soviets launched a small satellite, SPUTNIK, in October 1957 which broadcasted a radio signal as it orbited the Earth. In April 1961, the Soviets put the first man, Yuri Gagarin, into orbit, providing rocket fuel for the USSR’s propaganda program.

The Soviet Union & Watches

The Soviet Union had a basic watch industry before the start of World War II, but it was after the war that their watchmaking endeavors shifted from producing watches for the war effort to a blend of military and civilian programs. Two of the best-known of these 20th-century watch factories were VOSTOK (“East” in Russian) and the Petrodvorets Watch Factory (later renamed RAKETA, Russian for “rocket” after Yuri Gagarin’s epic flight). Both companies produced basic, easy-to-service, reliable hand-wound watches. Both RAKETA and VOSTOK watches were worn by Soviet political and military leaders as well as Soviet astronauts, pilots, and polar explorers. Soviet watch designs were also distinctive (for example the “Big Zero” Raketa). They also offered creative designs for water resistance including the legendary Vostok Amphibia that relied on increasing water pressure at depth to secure its water resistance.

Raketa “Big Zero” in a chrome-plated cushion case with short, curved lugs (Photo Credit: Vintage Watch Inc)

Beginning in the 1960s, both factories began to produce watches that advertised Soviet successes in military operations, space, and exploration. These watches had dial designs including Gagarin’s face, Soviet tanks, Soviet ships, submarines, and Soviet aircraft. These designs were primarily focused on building solidarity within the Soviet Union, but they were also exported around the globe allowing citizens of non-aligned countries with weak economies to own a reliable watch marked in English as “MADE IN USSR”. 

Vintage Raketa with Soviet astronaut Yuri Gagarin on the dial.

The objective was clear: While the West produced watches for the elite, the Soviet Union made watches for the common man. While anyone familiar with the international watch industry of the 1960s knows that US, UK, and Japanese firms were producing high-quality watches at an affordable price, the marketing plans for these firms did not counter the Soviet argument. Simply put: The West ceded this particular piece of strategic communications to the Soviets. Did it matter? Probably not.

The collapse of the USSR was a catastrophe for most command economy industries. However, both RAKETA and VOSTOK survived and began to export to the West. The oddest aspect of these export efforts was the importance of nostalgia for the Cold War. Soviet paraphernalia began to show up in kiosks throughout Europe and both RAKETA and VOSTOK found European partners willing to invest in their robust yet extremely inexpensive watches.

The War In Ukraine

Long after the collapse of the USSR and the creation of the modern state of Ukraine, the country had a nascent watch industry in Kyiv founded in 1997 and focused on simple quartz and mechanical watches. None of these watches appeared on the market in the West and they certainly didn’t hold the status of popular VOSTOK models including the  Komandirskie and the Amphibia, both of which have cult followings among enthusiasts. 

A KLEYNOD watch from the brand’s military-oriented “Forces” collection.

However, following the full-scale Russian invasion of Ukrainian territory in 2022, the Ukrainian Kyiv watch company changed its name to KLEYNOD (Ukrainian for “treasure”) and began to impress a historic Ukrainian battle insignia on their watches. Their marketing tool was simple: The KLEYNOD watches symbolized the Ukrainian resistance to the Russian invasion. In a previous W.O.E. Dispatch, we showed President Zelensky giving KLEYNOD watches to front-line troops. At present, KLEYNOD offers over a dozen different military-related watches, clearly keeping the ongoing war effort in mind.

Colonel Oleksandr “Grey Wolf” Oksanchenko, an early casualty of the War in Ukraine wearing a Ukrainian-made watch, Kleynod "Independence Insignia" edition.

When Ukrainian Su-27 Flanker fighter pilot Colonel Oleksandr “Grey Wolf” Oksanchenko was killed on 25 February by a Russian S-400 missile during the Battle of Kyiv, he was posthumously awarded the Order of the Gold Star. Oksanchenko was a legendary Ukrainian pilot who retired in 2018 but like many Ukrainians returned to service to defend his nation. To celebrate this national hero and create unity, the Ukrainian government and press circulated pictures of the Grey Wolf, with a Kleynod "Independence Insignia" edition watch clearly visible on his wrist. The watch was developed on the 15th anniversary of Ukraine’s Independence.

Russia, Putin, & Timepieces

Similarly, Russia continues to tout its watch industry as a source of national pride. President Putin, known for his extensive watch collection including an 18k yellow gold Patek Philippe, A. Lange & Sohne, Blancpain, and IWC, is now seen regularly wearing a Russian made, Imperial Peterhof Factory (Raketa) watch. Putin and affiliated Donetsk People's Republic (DPR) officials similarly have presented Russian-made watches to forces as honorary gifts.

Conclusion:

In the West, we often see watches as timekeeping tools or status symbols. Certainly, both points are true around the world with world leaders wearing valuable timepieces. Cases in point include the new Danish King Frederik’s Omega Seamaster “Unit Watch” or Donald Trump’s many Rolex models. However, in the case of the USSR or today’s Russia and Ukraine, watches made locally serve as small but impactful propaganda tools that remind both the wearer and the observer alike that indigenous industries make reliable tools that are robust and meant to be used. Both countries export these timepieces to sustain their industries, but also to send a small message to the world: We are industrial powers.

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This piece was jointly written by W.O.E. and J.R. Seeger who served as a paratrooper in the 82nd Airborne and as a CIA officer for a total of 27 years of federal service. Seeger led multiple, small unit teams during his service, including leading one of the CIA teams that infiltrated Afghanistan after 9/11.

This newsletter has been reviewed by the CIA’s Prepublication Classification Review Board to prevent the disclosure of classified information.

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