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It is About Effing Time you watched the three amigos’ Watches & Wonders coverage It is About Effing Time you watched the three amigos’ Watches & Wonders coverage
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It is About Effing Time you watched the three amigos’ Watches & Wonders coverage

Time+Tide

If you have yet to hop on the About Effing Time train, you are really missing out. Cause if anything, it is not even a train – it is a full-on party bus. Three horological Avengers assembled after a fateful encounter at Watches & Wonders 2022, where our very own Andrew McUtchen, George Bamford of Bamford Watch Department, and Adrian Barker of Bark & Jack spontaneously did a video together. The three amigos enjoyed it so much they decided to do more. And by more, I mean create the most badass and well-produced podcast and web series the watch world has ever seen: About Effing Time. The mission: to keep things fun, real, raw, yet focused and revealing as well. Seventeen episodes, two seasons, and one year later, it was time for watch media to return to the Palexpo. This meant, for the first time, About Effing Time made their live W&W coverage debut. So, in case you’ve missed it, we have compiled all of the AET W&W coverage that has been released so far.

IWC

 

 

Ok, well technically this was filmed at an event in London prior to the Watches & Wonders fair, but, nonetheless, the video digs into IWC’s headlining W&W release: the Ingenieur Automatic 40.

Rolex

 

 

The three AET amigos not only run through many of the Rolex novelty debuts from the fair, but for each release the gang either gives their tick of approval or an X if they feel it has missed the mark.

Tudor

 

 

During their visit to the Tudor booth, Andrew, George, and Adrian dive into the new Black Bay collections, recap what is actually new for the releases, and discuss how size matters with the new Black Bay 54.

Oris

 

 

This episode was a bit of Muppet madness, with the trio rendering their verdict as to whether or not they dig the new ProPilot X cal. 400 Kermit Edition. Also, while a lot of the spotlight was of course on Kermit, they also dig into some of the under-the-radar Oris debuts you may have missed.

Cartier

 

 

Whilst the About Effing Time boys were running through not only the latest and greatest from Cartier, but also the insane momentum the brand has had going for it during these last few years, they found themselves getting kicked out of the booth by Cartier security! Can you believe it? You will have to watch the video to see how it all unfolds.

Hublot

 

 

After each tried their hand at the Murakami-themed crane game within the booth, they then dig into some Hublot highlights from the fair – in particular a Big Bang Tourbillon executed in full blue sapphire for the case and bracelet. Even Captain Boring was all about it.

TAG Heuer

 

 

The gang race into the TAG Heuer booth for a closer look at the marquee Carrera Glassbox references, but also get a hands-on look at some TAG watches that put the Avant Garde back into TAG.

Zenith

 

 

For Zenith, two collections got some serious updates: the Defy and, especially the Pilot’s lineup. Yawn or awesome? That is what Andrew, George, and Adrian answer in the video above.

Be sure to stay tuned for more About Effing Time videos to come, and definitely be sure to subscribe to our Time+Tide YouTube channel which is the source of all the juicy #watchporn footage you see in the AET videos as well.