VIDEO: Where does the second Bamford G-SHOCK rate on the Richter scale if the first was a 10?

Time+Tide

OK, let’s cut to the chase here. The Bamford x G-SHOCK DW6900BWD is going to sell out fast. Online sales begin on July 20, but if you want to get your mitts on one then don’t hang about. Remember, if you will, the first time these two brands collaborated together on the Bamford G-SHOCK 5610 in 2020. Back then, the watch sold out in six minutes flat. And you wouldn’t bet against this one disappearing even quicker.

George Bamford’s designs are always clean, crisp and fun, generally featuring some high-contrast neon colours to add a bit of extra sizzle. What made that first iteration so wildly desirable was partly the negative-display dial with green numerals that give it a retro-futuristic sci-fi vibe. But the other big selling point was the injection of Bamford’s trademark shade of light powder-blue that lined the outer ring of the dial, the underside of the strap, as well as the printed text on the bezel.

The Bamford x G-SHOCK DW6900BWD ups the ante by adding a tonal range of three subtly different blues. There’s one shade of blue used on the bezel, another on the dial and a particularly desirable third lurking on the underside of the strap. These accents serve to enliven the hulking black mass of a watch that’s 50mm across and packs a 53.7mm lug-to-lug.

Frankly, we reckon the launch of the watch today on London’s Carnaby Street is almost irresponsible. The English capital is, after all, sweltering in the midst of an unprecedented heatwave. Throw in a super-hot hype watch and some very determined crowds and things could get very sticky indeed.

The online release follows on Wednesday, and a global release will follow shortly thereafter. The DW-6900BWD-1ER will cost a modest £149 although expect prices to rocket on the secondary market in the coming weeks and months. Read our full review here.

G-Shock x Bamford DW-6900BWD-1ER pricing and availability:

The DW-6900BWD-1ER BAMFORD will be available from the G-SHOCK Carnaby Street store on the 18th of July at 10am, before an online release on the 20th of July. Price: 149 GBP