FORBES: TAG Heuer Is The Latest LVMH Brand To Endorse Bamford Watch Customizer

TAG Heuer Is The Latest LVMH Brand To Endorse Bamford Watch Customizer

If you’re an avid watch collector and a fan of contemporary design, you may have heard of a British company called Bamford Watch Department, which customizes luxury watches, usually by blackening the cases and dials and adding a luminescent color to the dials. The idea is to personalize the watch, turning an already exclusive piece into a one-of-a-kind piece. Such alterations are usually not authorized by the original manufacturers, who tend to void the watch’s warranty and refuse to service any watch that has been remodeled. LVMH watch division sees it differently, at least when it comes to Bamford, which has a reputation for making tasteful changes with quality workmanship. This year TAG Heuer became the third LVMH brand to officially team up with Bamford to create a limited edition co-branded watch, following similar collaborations with Bulgari and Zenith.

TAG Heuer began its alliance with Bamford last year by offering customers the opportunity to customize their TAG Heuers through Bamford, while promising to honor the warranty. This year, TAG and Bamford co-designed a special edition of the brand’s most iconic watch, the Monaco. The result as a blacked-out Monaco, with a black dial treated with glow-in-the-dark, aqua blue Super-LumiNova, a Bamford trademark. On a watch with more traditional design codes, the Bamford treatment sometimes seems out of place, but on the Monaco, it works well, and coincides with TAG Heuer’s endeavor to appeal to a younger consumer. The Monaco’ signature 39mm square case is made of solid carbon fiber. Both dial and caseback are marked “Monaco Bamford.” It contains the TAG Heuer automatic in-house movement Caliber 11. The strap is black alligator leather and rubber. It is limited to 500 pieces, and available in TAG Heuer boutiques.

The Bamford collaboration with Bulgari, introduced in 2015, was the Octo Solotempo, with blackened titanium coated case and bracelet, red dial accents and a custom alligator strap. The Zenith collaboration, introduced in 2017, was the Type 20 Chrono “Ton Up” Pilot’s watch, with a blackened titanium case and Bamford’s signature aqua blue dial markings. Bamford Watch Department backs all of its watches with five-year warranties.

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