Top 10 trends from Baselworld — No.8: Customization & personalization

TAGHeuer_Monaco Bamford_CAW2190.FC6437_2018 (6)

Personalisation is hard to demonstrate in the gleaming cabinets of Baselworld, but TAG Heuer managed to bring it to life with this Monaco designed by its official customization partner George Bamford Department (GBD).

GBD is a London-based watch obsessive who has been altering the look of prestige watches for clients for many years, but was given official partner status by TAG Heuer last year.

The aqua blue Monaco was designed by Mr Bamford, but will be manufactured and sold by TAG Heuer – a novel way to reverse the personalization process.

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More mainstream was the way straps and bracelets have been designed.

It felt like half of the watches we tried on could be customized with new straps to match our mood or outfit.

Many brands included spare straps in special presentation boxes in order to get customers used to the idea.

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Rob Corder

The author Rob Corder