TAG Heuer adopts Monaco design from Bamford Watch Department and takes it global

George Bamford and Jean-Claude Biver celebrate the launch of the Bamford Monaco.

TAG Heuer and Bamford Watch Department unveiled an interpretation of the iconic Monaco timepiece at Baselworld that has been designed by the customization specialist and will be sold world-wide by the Swiss watchmaking giant.

London-based Bamford Watch Department (BWD) became an official partner of TAG Heuer in October last year, legitimizing the way the company creates personalized timepieces.

The partnership has taken a leap forward this year with BWD designing a Monaco that is being manufactured by TAG Heuer in a production run of 500, and then sold through its directly-owned boutiques in the United States and through Tagheur.com.


The Monaco Bamford, which was designed by BWD CEO George Bamford, has a solid 39mm square carbon case housing a Calibre 11 automatic movement.

It has a full black dial and chronograph counters in aqua blue, a signature color for the customizer.



“The TAG Heuer Monaco Bamford is the perfect combination of the avant-garde watchmaking and technical expertise of TAG Heuer and the modern flair of Bamford Watch Department. It is symbolic of the brand’s investments in maintaining its forward-looking spirit, culture and philosophy, at the forefront of Swiss Avant Garde,” TAG Heuer says.

A UK price of £6600 has been revealed, likely to translate into around $8000 for the US market.

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