orn in 1981 into the same English family that founded the JCB construction equipment manufacturer, George Bamford has been active in the watchmaking industry for two decades.

How did this horological adventure begin? The British designer recalls, “My father wanted me to learn the value of money, so he and sent me to study in the United States to find my way. While studying in New York, I scoured flea markets, buying and selling watches. That’s where I started customising pieces like the TAG Heuer Monaco. That’s where it all started!”

He launched his own business, Bamford Watch Department, in February 2004 and quickly gained recognition for his transformations of Rolex models into all-black timepieces.

George Bamford in his London design studio

Naturally gifted and curious, George Bamford could have pursued other paths. So why watches? “To be honest, I originally wanted to be a photographer,” he admits. “But the crisis hit that sector hard and salaries plummeted. So I decided to turn to my other passion, watches, where the industry seemed to be doing better.”

This love of timepieces was evident from a very early age: “As a child, I used to take things apart – televisions, car engines, clocks, you name it. In 1996, my parents gave me a Breitling Navitimer for Christmas. By Boxing Day, I had completely dismantled it! That was my ‘eureka’ moment. My second watch memory is my TAG Heuer Formula One, with its fully luminous dial that made me feel like the coolest person in the world. I’ve always kept those two pieces.”

George Bamford’s Breitling Navitimer, the model that started it all...

A major turning point came in 2017 when the British designer and entrepreneur stopped focusing solely on customising Rolexes and began working with a wide range of brands, including TAG Heuer, Zenith, Franck Muller, Bulgari, Chopard, Bremont, Girard-Perregaux and Casio G-Shock. Others soon followed, as more customers were drawn to the avant-garde customisations offered by the prolific designer.

The entrepreneur has also developed his own brand, Bamford London, which aims to offer affordable timepieces, from minimalist three-handers to single-pusher chronographs, with pop-art colours and sleek designs. Equipped with Swiss Sellita movements, they naturally come with a wide range of customisation options.

TAG Heuer Monaco x Bamford Watch Department

“Personalisation has always been one of the values of luxury goods,” stresses George Bamford. “Look at Louis Vuitton, Rolls-Royce or Bentley. Luxury brands have always met this demand. But I also wanted to apply this principle to the entry-level sector. That’s what led me to create my own brand. I love the idea of making a product my own and making it special for a customer.”

Having enjoyed several successes in the watchmaking world, how does he feel about being part of the GPHG Academy? “I feel extremely lucky,” he says. “It’s an incredible experience to be on this panel and a treat to be able to judge the creations. I feel like that child again, learning how to build and deconstruct a watch...”

About the GPHG Academy

The Grand Prix d’Horlogerie de Genève (GPHG) Academy was established in 2020. Its 840-plus members are men and women who believe in the common destiny of watchmaking. Experienced and respected stakeholders in key sectors relating to the watch industry, Academy members preselect the watches that will compete in the Grand Prix d’Horlogerie de Genève and, alongside the Jury, vote for the year’s winners.