George Bamford applied exactly what he is good at in such new Bamford TAG Heuer watches, taking the new TAG Heuer Autavia Heuer 02, Carrera Calibre 5, and Monaco Caliber 11 at a variety of fascinating directions. Again, Bamford will not only have specific collections of bespoke designs available, but via their own online customizer (that for TAG Heuer opens up today) consumers can play with colours and designs more or less how they enjoy. In the event the online customizer doesn’t give you want you want, then give George a call and see his office.It is interesting to contemplate how TAG Heuer may make best use out of working with Bamford. Being the subject of expensive art projects (that is more or less the way I believe personalized/customized watches) is surely a brand boosting chance for TAG Heuer. More importantly, Bamford’s activities serve as precious tests on what colors, styles, and general looks work and do not work for the brand’s products. This value is very similar to what brands such as Zenith and Bulgari get out of working with Bamford.Personally, although I am disappointed at how small that I could manage from Bamford, I love the playfulness of the watches. Taking something classic, and making it more trendy and fun with colors and fascinating designs is always entertaining for me, and sporting Bamford watches is fun. These are among the very best luxury toys out there — and it just wouldn’t function too if the underlying product wasn’t a timeless classic.Take, for instance, the altered TAG Heuer Autavia Heuer 02 (aBlogtoWatch review here) watches produced by Bamford. These may not do especially well in large quantities at conventional TAG Heuer watch stores, but they’re interesting, inspired, and certainly neat-looking. They’re also the sort of thing that today’s luxury novelty seeker may want – especially the type of person who’s far more keen on goods from brand new brands versus historic ones that are slow to change.
It was only a matter of time before it happened, and now it has: an auction dedicated solely to Heuer watches, in the grand tradition of thematic sales like that for Patek Philippe’s 150th anniversary in 1989 or the more recent Omegamania from a decade ago.
Taking place on November 11, 2017 under the aegis of Phillips in Geneva, the sale is made up of 49 exceptionally rare Heuer chronographs made in the two decades between 1962 and 1982.
The line-up will include a “first execution” Autavia ref. 2446 (pictured above) and a Monaco ref. 74033N “Dark Lord”. The line-up was put together by Richard Crosthwaite and Paul Gavin, both English Heuer collectors who have authored two books on the brand.
In a relatively brief period Heuer has become a darling of vintage watch collecting, thanks to relentlessly upbeat features in the media, ever rising auction prices, as well as its chief executive Jean-Claude Biver.
Autavia Chronomatic ref. 1163T “Siffert”
During an interview with your correspondent in November last year, Mr Biver explained TAG Heuer was working with Eric Tortella, a Patek Philippe specialist well known in the watch auction circuit to build its heritage department. And Mr Biver let on that he himself was buying vintage Heuer watches, selectively, at auction.
Monaco ref. 1133B with “no lume” dial
Carrera ref. 2447S “Yachting” with tropical dial
The full catalogue for the thematic sale will be available closer to the date of the auction.