Less an individual timepiece, more a concept covering an infinite number of customised watches, Bamford Watch Department is bringing personalisation to the moneyed masses.
The London-based business has been officially authorised this year to sell personalised watches by Zenith and TAG Heuer this year.
That means every component is supplied from the LVMH before getting the Bamford treatment.
Customers are able to design their own watches on the Bamford Watch Department website.
They first choose model, in the case of TAG Heuer they can start with a Monaco for £7500, an Autavia for £7000 or Carerra for £4500.
Next they can choose the colour of the dial, the markers, the logo and the hands.
BWD says the customiser has over a billion options.