AMJ Watches loses £15,000 for misplaced apostrophe on customised Breitling


Newark on Trent jewellers Andrew Michael’s has been forced to pay £15,000 to have 50 personalised Breitling watches remade after a typo was discovered on their faces.

The 50 watches were commissioned by the specialist AMJ Watches subsidiary of Andrew Michael’s to commemorate the achievements of 50 veterans from the Princess Margaret’s Own Glasgow And Ayrshire Regiment, also known as the Royal Highland Fusiliers.

The watches featured the Regiment’s cap badge at 6 o’clock, and the full name in the centre of the dial.


But unfortunately, the apostrophe in Princess Margaret’s was placed after the s instead (changing the meaning to the regiment of more than one Princess Margaret).

Ex-squaddie John McCracken from Glasgow told Scottish newspaper Daily Record: “Nobody was admitting responsibility. Our organiser Kevin McGregor sent them the proofs and they okayed it. So the watches shouldn’t have left Breitling with a spelling mistake.

Andrew Michael told the newspaper that he would rather ensure the customers received the watches they wanted than to fight over who was responsible.

He told The Record: “There’s no point in me saying, ‘He cocked it up or she cocked it up’ because that’s not the way I work. I’m not prepared to say if the cock-up was at the Scotland end or the Switzerland end. Somebody had to take the hit. The alternative was it didn’t get done and there were a lot of unhappy people. It was basically just a typo. It’s one of those things.”

“The Swiss didn’t know that wasn’t correct. I don’t really want to start pointing fingers at anybody because the job’s been done, at no cost to the guys and the only bother is there’s been a time run-over.”

“All right, so it wipes the profit out but at the end of the day, we have to keep people happy. I’ve been doing this for 15 years and you are only as good as your last order.”

Andrew Michael’s Jewellers and its luxury watch subsidiary AMJ Watches has a specialist service creating limited edition timepieces for the armed forces. Previous commissions have included designs for F15 pilots, the 100 year anniversary of 8 Squadron (pictured above), and the 350th anniversary of the Royal Marines.


Previous articleSwatch moves Manchester store inside Arndale Centre
Next articleHublot creates Wayne Rooney limited edition for his charity foundation


Please enter your comment!
Please enter your name here