Regular readers of these pages will need no introduction to the Bamford Watch Department, the luxury Rolex customizers who, over the years, have worked on premium timepieces for everyone from BAPE and fragment design, to Mickey Mouse and, erm… Mike Shinoda of Linkin Park.

In a new feature for our Highsnobiety TV channel, we met with company owner George Bamford for a chat and peek behind the scenes at Bamford Watch Department HQ. In the short video, Bamford tells of his desire for individuality and to create pieces which differentiate Bamford’s work from the pack. The footage itself gives an insight into the excruciating detail and labor that goes into making every Rolex unique.

“I wore it [his first Rolex Daytona] at a party and felt like I was a lady wearing the same dress as everybody else,” Bamford said of the experience that inspired his company.

Watch the footage above, and then check out this $90,000 (!) Jacob & Co. x colette SF24 watch.