Bamford in partnership with TAG Heuer watches

Petrolhead George Bamford has joined forces with TAG Heuer for a new range of personalised Monaco, Carrera and Autavia timepieces

Car collector and watch-customiser George Bamford, best known in the watch world for his previous unofficial Rolex personalisation work, has now moved onto TAG Heuer, with the official blessing of Jean-Claude Biver, head of watchmaking at TAG’s parent company LVMH.

The result is a range of – wait for it! – over a billion options on the iconic Monaco, Autavia and Carrera from the current TAG Heuer line-up, using the Bamford Watch Department’s brand new online customiser. It’s not as daunting as it sounds, and of course there are also George’s own designs available too, including some using his trademark light blue ‘Aqua’ markings and coated black case.

If you do choose to use the online customiser, there are choices of colours and finishes for the case, the face, the hands, the subdials etc, as you’d expect, but also (according to the model chosen) of the minute markings, of the tiny circular five minute markers, of the hand ‘lumes’, the hand infills, the logo, the date window frame, the date backing, the date figures… well, you get the idea.

If you want to take the personalisation still further, it’s even possible to work with the Bamford Watch Department designers at the company’s London HQ, where the watches are created in a top floor room overlooking Mayfair. There’s nothing that can’t be done, as long as it’s deemed appropriate by George Bamford – ‘you’re only limited by your imagination’, says George – and as long due respect is paid to the famous TAG Heuer logo.

George himself is beyond excited at the partnership. ‘I was introduced to Jean-Claude Biver two years ago,’ he explained at his Mayfair HQ. ‘He’s the king of watches! I was never accepted by the watch world, and now I’m part of the history of Heuer. I was in the shade; now I’m in the sun! I’ve always been an unapologetic racing fan, and Heuer has always been a big part of that. When you watch Le Mans, and see McQueen wearing the Heuer crest – that’s really cool!’

The new Bamford TAG Heuer range will be available direct from Bamford Watch Department or via worldwide stockists including Dover Street Market and Collette. Prices start at £4500.
The new online customiser is at

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