George Bamford teams up with Tag Heuer

My first ever watch was a Flik Flak, but my second was a Tag Heuer Formula 1 with luminous dial, a rubber strap and black bezel. I can't believe that I ended up giving it to an ex-girlfriend in the end. You always look to the past, but now that I'm partnered with the brand I'm part of the history, part of the future – I'm written in.

Two years ago the CEO Jean-Claude Biver came to me and said: "I want to work with you." It's one of the few moments that have made me speechless. I've always been a Heuer freak. In my Mayfair headquarters I've even got a massive collection of pocket watches – predominantly Heuer – that I've put on display.

Working officially with Tag Heuer means that I have the parts available to me to customise three of the brand's great models – the Monaco, Autavia and Carrera. You can now go on our website and personalise and create your own individual timepiece. You can choose from dial colours, strap ideas, markers and hands with the click of a button. For me individuality is about personalisation and we all have our own take – it's about what makes you happy. Anything you can imagine, we can do.

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Tag Heuer are doing some really interesting things at the moment – someone described them to me as the "cool cats" and Biver is always five-to-ten steps ahead of everyone else, as if he predicts the future. I'm very lucky that I am part of this now; I really do feel like I was in the shade and now I'm in the sun.

GEORGE BAMFORD made his name with his timepiece customisation business, which has recently become an official personalisation partner to some of the biggest names in the industry including Tag Heuer, Zenith and Bulgari; bamfordwatchdepartment.com