From Hype Beast Radio, I'm Jeff Staples and this is the Business of Hype, a show about creative

entrepreneurs, brand builders, innovators, and the realities behind the dreams they've built.

George Bamford is the founder of Bamford Watch Department.

Think of BWD as the AMG to Mercedes or Pinn and Farina to Ferrari.

George was always a tinkerer, breaking mechanical things down to their core components and then

trying to reassemble them was his calling. And in an age of mass production, he created BWD

to rediscover that lost art of personalization.

And the world has caught on.

Bamford Watch Department has become a sensation in the luxury world, with an extensive

array of limited edition designs and high-profile collaborations.

And the amazing moment came when he converted his customization business

into becoming an official partner of Zenith Watches, a division of the LVMH group and parent

company of Tag Hoyer and Bulgari. That's the equivalent of a sneaker customizer having his label

officially sanctioned by Nike. So let's see how George managed to pull off this amazing feat.

I'm George Bamford, from Bamford Watch Department.

I personalize and customize watches.

Okay.

If someone were to ask, like, if you are a tinkerer, would you say that's your nature?

Are you, like, a guy who likes to just like...

I'm a guy that if someone, I always ask, why can't I?

More than actually, you can't do it.

I'm like, I can't, I want to do it.

...