There’s been an explosion in motorcycle custom building in the last 15 years or so. The big trends have included Bobbers, Lowriders, old school choppers and Boardriders, to name just a few cult avenues of remixed engineering.
So why not do the same with watches?
That’s what London based Bamford has done in the shape of their Watch Department, offering enthusiasts the chance to design their own TAG Monaco, Carrera, Rolex, Zenith El Primero or Bulgari watch in detail; lume on the baton markers, dial colours, contrasting subdial colours, or tachymetre markers etc – the choices are huge and you can play around with different colour combos on the BWD website – it’s addictive!
This custom build approach doesn’t come cheap, and a blue/yellow El Primero dream watch we designed online came in a £9,000, which is a fair chunk of change on top of the new £6500 RRP for the brand new Chronomaster 1969 model.
But you have a on-off watch, a true collectors item limited edition – as in limited to just one, or possibly two if someone else happens to love your design by sheer coincidence. Yes, this service is pure luxury lifestyle, and you need disposable cash to burn. But that doesn’t stop anyone paying someone to build their ultimate Harley Shovelhead Bobber for 40K does it?
The other thing to consider with the Zenith El Primero is the depreciation of the new Chronomaster open heart or 1969 models, which is pretty hefty in the first five years of ownership. A custom Zenith might stand the test of time better as regards resale value via auction house? We don’t offer investment advice, just ideas 😉
There’s a market for what BWD are doing and we say more power to them. Let’s see some retro 1940s, boardwalk empire/Gotham City, styled Rolex GMT Batman models perhaps, or how about a couple of 50s Cadillac inspired Hamilton Ventura watches? If ever a watch was made for juke box platters, neon lighting and cherry red dials, it’s the Ventura.
Customise your lottery win watch at BWD website.