Michelin and Bamford London combine to create limited edition watch incorporating strap made from recycled Pilot Sport tyres
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Michelin and Bamford London combine to create limited edition watch incorporating strap made from recycled Pilot Sport tyres

  • Michelin and Bamford London deliver a 133-piece limited edition MICHELIN x Bamford B347 Pilot Sport
  • Exclusive run of 133 pieces, one for each year since Michelin was founded in 1889
  • From the dial design to the recycled strap made from MICHELIN Pilot Sport 5 test tyres, this unique piece perfectly fuses the two brands and takes its collaboration to the next level

The global brand Michelin and the world’s ultimate hub for personalised luxury products, Bamford London, have come together to create an exclusive 133-piece limited edition watch, one for each year since Michelin was founded in 1889.

The MICHELIN x Bamford B347 Pilot Sport is an exciting blend of the two brands’ visionary spirit and collaborative expertise, continuing to satisfy their customers’ expectations as well as surprise them.

Bamford London launched the Swiss-made Bamford B347 model in 2021 which was another step forward for the brand, driving further ahead with cutting-edge materials and design limits. The MICHELIN x Bamford B347 Pilot Sport turns another corner with the use of new materials and design choices bringing these two brands into perfect alignment.

“What started out as a light-bulb moment, stood next to a line-up of Porsches at a car event with a friend who works at Michelin, has developed into this stunning display of two pioneering brands. The racing-inspired design, lightweight carbon body, integrating the recycled tyre rubber and marking this by adding the tread pattern from their latest tyre – it all works,” comments, George Bamford, Founder, Bamford London.


A Better Way Forward Together

The MICHELIN x Bamford B347 Pilot Sport is an automatic monopusher chronograph with a 41.5mm black cutting-edge forged carbon case housing a Sellita SW510 automatic movement. The single push-button located at 2 o’clock provides the start-stop-reset function and the car-related references only begin there.

The tachymeter is a racing-inspired chequered pattern representing a start/finish flag. This watch launches in time for this year’s Goodwood Festival of Speed, the only show in the year where Michelin appears in the Supercar Paddock without its normal blue and yellow corporate colours. However, the signature Michelin yellow is present on the seconds and sub dial hands of this watch.

The black dial features white accents as well as luminous hour and minute hands. The white sub-dials are a nod to Michelin’s latest brand campaign showing tyres on vehicles as white, cartoon-style circles, because of course, tyres used to be white.


The Michelin yellow also features as a unique coloured fleck on the strap, which is made using recycled MICHELIN Pilot Sport 5 test tyres. The material is from Michelin’s research and development campus, Ladoux, based in Clermont-Ferrand, France. The strap features a real tread pattern, taken from the Pilot Sport 5: specifically, a 225/40 ZR18 (92Y) tyre. This size tyre would be used on cars like the retro BMW E36 and E46 M3, and the British-built Lotus Evora and 3-Eleven Models, plus the Morgan Aero 8, and various iterations of the VW Golf GTI hot hatch.

Partnering Bamford London and Michelin to create the unique watch strap, Greenology, a specialist in full circle, sustainable solutions for end-of-life tyres, utilised the recycled MICHELIN Pilot Sport 5 test tyres sourced from Michelin’s research and development campus.

Laura Hepburn, Director at Greenolgy, said: “It has been a privilege to work in collaboration with Michelin and Bamford, who are fellow innovative forward-thinking companies, to responsibly deal with tyres in a whole new way. This collaboration is an excellent example of working together to help create a transition to net zero and a greener, cleaner tyre industry.”

Adding to the special elements of this timepiece, the caseback and custom box feature a heritage ‘race winner’ Bibendum (MICHELIN Man) which is usually reserved for Michelin’s own use.

Innovation meets lifestyle

“Bamford’s expertise in high precision manufacturing, advanced materials and eye for detail are traits we share, making this collaboration an obvious choice. It’s also a statement, highlighting Michelin’s presence as a lifestyle brand. We’re more than tyres. Michelin sets the standards in food, hotels and experiences. George and I thought, why stop there? There is always a demand for Bamford’s brand collaborations, especially when produced in limited numbers. This joint project has allowed us to create something aspirational, that represents Michelin today, all whilst putting some R&D samples of our latest tyres – the Pilot Sport 5 – to good use,” added Dan Smith, Communications at Michelin UK.

This unique timepiece costs £2,500 inc VAT and it is available from Bamford London www.bamfordlondon.com

MICHELIN x Bamford B347 Pilot  Sport Specifications

Type - Self-winding – Monopusher Chronograph - Date

Movement - Sellita SW510 MPa, 28,800 per hour (4 Hz), 27 jewels, 62-hour power reserve

Function - Cam operated chronograph - single push-button at 2 o'clock, Hours, minutes and small second at 9 o'clock, 60 seconds counter in the center, 30 minutes counter at 3 o'clock, Date with quick setting, Self-winding mechanism with ball bearing, Stop second device

Case Material - Carbon fibre

Case diameter - 41.5mm




Case thickness - 14.5mm

Caseback material - Black coated steel

Water Resistance - 100m / 10 ATM

Lug Width - 22mm

Strap – Recycled MICHELIN Pilot Sport 5 test tyre with rubber lining and square end and black buckle

About Bamford London 

Bamford London is the world’s ultimate hub for personalised luxury products. Bamford London proudly presents a fantastic range of watches and meticulously crafted, top class accessories that have been designed to complement your lifestyle and re-define luxury as a truly personal statement. Personalisation is paramount to the business and is the bedrock of everything they do – constantly delivering the highest quality service. The Bamford Mayfair watch was the first to launch which evolved on the wrist of their clients and was inspired by George Bamford, the founder of Bamford Watch Department to satisfy the clients desires. George and the team continue to drive innovation with their Bamford London GMT, Bamford Mayfair Sport and Bamford B347 models. Check out the website for all their products www.bamfordlondon.com

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