One of the few exceptions: Tanguy and Laverdure, a French/Belgian comic about the adventures of two military pilots that was first published in 1961. In one of the more recent stories, a Breitling Emergency is introduced into the story, though the brand isn’t mentioned by name. Imagine how easy, comparatively cheap, and — most of all — unbelievable cool it would have been for a brand like Breitling to throw their support behind the great artist(s) behind the comic in exchange for this exposure. Or if IWC, for instance, convinced Buck Danny (another military flying ace character from a Franco-Belgian comics series) to wear a proper pilots’ watch. It certainly would not require super powers to do a deal like that… and none of the heroes would switch to a different brand after the bad guys were defeated.