Bamford London x G-Shock generates MoonSwatch-like frenzy

After the record sell-out of the initial, limited-edition Bamford London x G-Shock watch in 2020, last week’s announcement of a new timepiece was always going to cause a stir. Despite the scorching temperatures, by the time the G-Shock store on London’s Carnaby Street opened this morning, a queue was already forming around the block.

As happened around the world in late March with the boutique debut of the Omega-Swatch mash-up MoonSwatch, the large crowds quickly caused concern.

The police were called and, for the second time in four months, an in-store watch launch was shut down with the boutique being closed for safety reasons.

In this case, however, disappointed watch lovers won’t have to wait long to try to buy the watch as its online launch is already planned for Wednesday 20 July at 10am.

Bamford London founder George Bamford, who was on Carnaby Street for the launch said, “I am so, so sad that the police shut down the G-Shock store. I am absolutely shocked and I couldn’t believe the queue. Today was getting out of control and I got a very small glimpse of how quite a few trainer stores feel when they drop a new pair of trainers.

“I am sad for the true collectors and I was very lucky to see a lot of them in the queue. I took some selfies with a few of them and the atmosphere was amazing. We launch online on Wednesday at 10am BST on bamfordlondon.com and g-shock.co.uk and it is available from Dover Street Market, London from Thursday then globally from 1 August, so hopefully everyone who wants one can get one.”

The DW-6900BWD-1ER for the first time features a new ‘triple blue’ concept bringing together three shades of the distinctive ‘Bamford blue’ on the case, bezel, lugs and underside of the rubber strap. The remainder of the watch is a stealthy matte-black with a 53.2 x 50mm case water-resistant to 200 metres. Functions include alarm, calendar and stopwatch. The watch is priced at £149.