Bamford is what happens when you take a Rolex, a bottle of matte black paint, and a rebellious streak, then turn it into a luxury design studio.
What started as the underground king of watch mods is now a legit name in custom horology and brand collabs — with an aesthetic that blends British cool, stealth luxury
and creative edge.
George Bamford launched Bamford Watch Department (BWD) in the early 2000s by doing something most watch lovers wouldn’t dare: modding Rolexes. Full DLC coatings
colorful dials, stealth date wheels — nothing was sacred.
At first, it ruffled feathers. Then it caught fire.
Collectors, celebrities, and even major brands took notice. In 2017, BWD officially became the authorized customization partner for TAG Heuer, Zenith, and Bulgari
shifting from rogue modder to official collaborator.
Since then, Bamford has expanded into its own line of watches, plus a steady stream of limited editions, collabs, and design experiments that always bring a fresh
take on luxury tool watches.
Bamford is about personal expression, playful design, and boutique cool. You’ll see:
Signature series include:
Because they pioneered the modern luxury watch mod scene — and then flipped the script by getting official.
Plenty of microbrands riff on classic designs. Bamford took iconic pieces, disrupted them, and then got invited to the table. Whether you love the aesthetic or not, it takes
guts to go from aftermarket outlaw to design house trusted by LVMH.
Plus, their in-house pieces — especially the GMT — are fun, wearable, and well-built, often with unique dials and cases you won’t see anywhere else.
Bamford’s catalog moves fast — most releases are limited runs or collabs, but staples include:
Pricing:
Bamford made watch mods cool before the industry was ready for it.
I’ve handled a bunch — including early blacked-out Subs and modern Bamford x G-Shocks — and they always start a conversation. The fit and finish on the GMTs is surprisingly
tight. And their collabs? Pure fun, without feeling gimmicky.
If you’re looking for an affordable flex with boutique energy, or just want something that doesn’t take itself too seriously, Bamford is a great pickup.
Delray Watch is always on the lookout for unique Bamford watches — especially GMTs, Mayfair Sports, and collabs with Zenith, TAG, or G-Shock.
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