This Awesome Popeye Watch Comes in a Spinach Can
Bamford London has announced a new limited edition watch, the Bamford London GMT Popeye.
The 40mm automatic model comes with a GMT dual time hand, a rotating 24-hour bezel, and a date window. The dial features cartoon legend Popeye, who displays the time via his trademark bulging forearms. The blue and black color palette is a favorite of the British watch brand and is carried over into special packaging, a recreation of a spinach can.
It is the second collaboration between Bamford London and Popeye, following 2019’s 90th Anniversary Bamford London x Popeye GMT, a 50-piece limited edition to commemorate nine decades of the wisecracking sailor man.
It is also part of the current vogue for comic book characters on luxury watches. One of 2020’s hottest launches was the Omega Speedmaster “Silver Snoopy Award” 50th Anniversary. Unimatic previously released its U1-SS tribute to SpongeBob SquarePants in the appropriate Stabilo Boss yellow, while Audemars Piguet has just announced a Black Panther watch, the first launch from an Audemars Piguet x Marvel collab. Last year Bamford London released three Snoopy watches, all sell-outs.
Despite being one of the most licensed properties of all-time – there have been Popeye clothes, “candy cigarettes,” and, inevitably, cans of spinach – he’s proved an enduring figure on watches, from children's first watches to custom Rolexes.
Bamford London was launched in 2017, the house brand of Bamford Watch Department, the luxury watch customizers. BWD previously released a series of Popeye customizations in collaboration with Darren Romanelli, the LA-based vintage clothing “deconstructor,” who designs under the moniker DRx Romanelli. The last was in 2015, a Rolex Yacht-Master coated in military-grade titanium, produced in a run of 29 with a price of £20,500.
The new watch is in a slightly larger run of 100 with a slightly smaller price tag of £1,500.
“It’s fun,” founder George Bamford tells Esquire. “There’s a few characters out there, Mickey Mouse, Big Bird, Popeye, that bring you back to happiness. And at the moment I think we need some rays of sunshine.”
This story originally appeared on Esquire.co.uk. Minor edits have been made by the Esquiremag.ph editors.