Riddle me this… George Bamford
Up close and personal with the founder of Bamford Watch Department
If you knew then what you know now… would you still do it?
Hell yes. I wake up every morning with a smile on my face even if I know I have a hard day ahead of me as I love what I do. To create a client’s ultimate watch is just as exciting for me as it is for them and it is great to make new friends in the process. We live in a mass-market luxury world and I wanted to offer a personalisation service which meant you did not feel you were just following the herd and instead making your path. So when I first blackened two watches, a Submariner and GMT – one for myself and one for my father and we wore them on holiday in Italy for the summer, I did not imagine gaining 25 orders for these customised black watches. It was then that I realised I had a business and Bamford Watch Department was created.
What’s the best piece of advice you’ve ever been given?
One of the best pieces of advice I have been given is that business is not a straight line, it is a roller coaster and you just have to hold on.
What’s the weirdest rumour you’ve ever heard about yourself?
I heard a rumour that I never sleep which is not entirely true. Whilst I do sleep, I do live by my family motto of ‘Jamais Content’ meaning never content so I tend to not sleep for long periods of time as my mind is constantly thinking about what I can do next or better.
What was your biggest break?
I have been lucky to have the support of magazines and newspapers from the early days including some well known great journalists who have asked about Bamford watches and I have also felt this support whilst launching my brand new Bamford Grooming Department.
Do you consider yourself lucky?
Everyday I pinch myself but I believe that life is happenstance and a mixture of lucky timing and just a case of being in it to win it. You have to be a part of life and most importantly recognise opportunities when they come your way.
What’s most important in your life?
I know it is a cliché but really family is the most important thing in my life. From my own family to also my family at Bamford Watch Department. We are a close team and without a good base at home and at your business you cannot move forward.
What brands do you admire?
I admire Bentley especially for what they did in the 1920’s, 1930’s and 1940s with their Mulliner division. It was all about personalisation which I think was amazing. Also Nike is a brand at the forefront of personalisation and when they launched Nike ID, it changed my idea of personalisation. You have to admire brands that are doing things in a different way and almost subverting what is considered the ‘normal’ retail experience such as Private White V.C. and what they do. Also Tesla and what they did to the car market. Designers like Elon Musk and how the future of automotive technology is being built is making a successful business a truly subversive business.
Do you have a guilty pleasure – if so what is it?
My ultimate guilty pleasure is spending an hour on the weekend in my bath on instagram and doing emails.
Describe your personal sense of style.
For me, style is about personality and bringing individuality into what I like to wear. From a beautifully tailored suit which makes me feel extremely smart and paired with some Nike trainers or to some great jeans with a t-shirt and biker jacket, it depends how I feel on that day. My main thing is comfort and I am not brand eccentric and I enjoy finding unique smaller businesses. 
Enquiries: www.bamfordwatchdepartment.com