James Norton, known for his role as Harold II in the BBC1 series “King & Conqueror,” is set to star in the upcoming Netflix series “The House of Guinness.” Despite rumors linking him to the iconic role of James Bond, Norton has dismissed the speculation, citing his age and the likelihood of casting a younger actor for the part.

Regarding the potential offer to play Bond, Norton expressed reservations about the life-changing impact of such a role, emphasizing his current enjoyment of a more low-key lifestyle. While acknowledging the allure of Hollywood stardom, he values his privacy and the ability to lead a relatively normal life outside of the spotlight.

Norton, who is also involved in a top-secret project, highlights the challenges and rewards of producing his own work through his company, Rabbit Track Pictures. In his portrayal of King Harold II in “King & Conqueror,” he delves into the historical drama with a commitment to authenticity, even going as far as wearing multiple layers of leather for realism during filming in Iceland.

Transitioning to his role in “The House of Guinness,” set in 19th century Dublin and New York, Norton plays Sean Rafferty, a key figure in the power struggles within the prominent Guinness brewing dynasty. Describing the series as a blend of “The Crown” and “Succession,” Norton relishes the opportunity to embody a gritty character in a turbulent setting, reminiscent of “Peaky Blinders.”

Reflecting on the evolving landscape of the entertainment industry, Norton acknowledges the competitive nature of the field, with a greater emphasis on quality and innovation to secure projects. As the industry adapts to technological advancements like AI, Norton remains optimistic about the enduring creativity and storytelling prowess of British productions.

“The House of Guinness” premieres on Netflix this Thursday, while all episodes of “King & Conqueror” are currently available on BBC iPlayer.