Founder of Bam­ford Watch Depart­ment, Ge­orge Bam­ford, on be­ing a spe­cial­ist in the art of watch cus­tomi­sa­tion and his lat­est col­lab­o­ra­tion with frag­ment de­sign

Harper's Bazaar (Singapore) - - THE JEWELS & WATCHES -


I never set [Bam­ford Watch Depart­ment] up as a busi­ness. I was on hol­i­day and some­one said, “I re­ally like that on your wrist; I’d buy one”, and that’s how it started. It’s all about per­son­al­i­sa­tion. This was my hobby busi­ness and it just snow­balled. Peo­ple were email­ing me on my Hot­mail ac­count.


Ev­ery­one is of­fer­ing be­spoke: Gucci, Louis Vuit­ton…

So it’s not a buzz­word; it’s a re­al­ity. And the watch world is prob­a­bly a few years be­hind. But we’ve been very lucky. Last year, we signed a con­tract with LVMH [to be the of­fi­cial au­tho­rised cus­tomiser] of Tag Heuer, Bul­gari and Zenith; it’s re­ally bloody amaz­ing.


We’ve worked with frag­ment [de­sign] be­fore, but this is some­thing else. It’s a beau­ti­ful watch and it’s ex­clu­sive to Dover Street Mar­ket. Hiroshi [Fu­ji­wara; founder of frag­ment de­sign] has been a friend of mine for about 10 or 11 years. He’s al­most a god­fa­ther to my kids and he’s some­one

I love and re­spect. To work with him, and to have his edit­ing eye, to pare back the de­sign... It hasn’t been sim­ple be­cause it’s hard to cre­ate pure per­fec­tion.

Bam­ford Watch Depart­ment Founder, Ge­orge Bam­ford

The BWD x frag­ment de­sign Zenith El Primero time­piece is avail­able at Dover Street Mar­ket

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