Dark Secrets of the Watch World 

Damn...this was a hell of a round-table opener for the new season. George's story was touching, Adrian's was wild, bur Andrew's...opens up a whole Pandora's box about microbrands and the ethics of supply chains that's hard to turn a blind eye to. Y'all keep rocking effing harder, and I'm always here for it.

Props to Adrian for discussing the side of youtube watch content 99% of channels won't, lilely because they've partaken themselves

Agree best episode so far. Adrian's slightly dishevelled, distracted approach underpinned by a fundamental integrity. George's confidence masking the doubts and fears that plague us all. Andrew's humanity and decency tempering his undoubted passion.

I respect Adrian so much more after watching this. Turning down that kind of money shows his true dedication to creating real content with real meaning behind it. He truly deserves more respect.

Andrew - Holy smokes. Thank you so much for speaking about your experience with that. My respect for you has grown immeasurably. As a consumer it’s easy to ignore how we’re able to get products at such a low price point, but I fear your story is not as uncommon as we’d all like to believe. Thank for sharing and thank you for taking the high road. You’re a good man.

George, you should make that watch. Whether it is a smash hit or a bust you won’t regret that you made it in 20 years. The passion is obvious in your voice. Side note, my father was recently in England and I asked him to stop by Branford and get me a sticker or something. He stopped by and said he told the woman there up front he was just sent there by his son. Apparently she brought him in anyway, treated him amazingly, hooked him up with all sorts of stickers, tshirt, bamford tote, etc. He was so impressed he called me and raved about it. The whole experience got him into watches and he bought a Chris Ward a week later after binging a bunch of AET. Thank you all, he and I have this awesome hobby to bond over now! Just wish I could have been there. I’ll be visiting as soon as I can!

George, you NEED to make that original chronograph vision happen. 20 years on, after everything you’ve learned, you can and should make it happen.

You do see both sides of George's "coin". He knows he CAN make the watch(es). He knows someone will probably buy them. What is remarkable is that he is honest and driven enough to NOT do it because he knows it might not represent "value" when stacked against competitor products. Yes he can make it. yes it should sell. Does that mean HE feels that the buyers got a fair value for the whole proposition? That's the hurdle he has to get over. And that's admirable.

This was such a powerful episode! For George... regret for not trying is far worse than knowing that you at least gave it a shot. It'll get you the closure that you've needed. And Andrew's story is making me re-think the whole value proposition aspect of watches. As for Adrian... that was hell of a tough spot to be in. It's easy to just say what's morally right when looking from the outside, but when you're in that position of making that decision... it's a whole other game! You guys are awesome!

One thing that makes this podcast so much better than 99% of watch related channels is the fact you guys all have different perspectives and opinions. Its like the horological top gear trio. Im also very glad you guys dont do any pandering, something which is very noticeable in most watch related channels..

GEORGE both designs absolutely have blown me away. Just seeing where your head is at makes me so incredibly excited for the future of your brand! I just want to say I think BOTH designs would justify the price. I hope you'll be able to make those watches happen in the future

Right. Now I’ve watched the whole thing I just need to say “thank you.” It’s so refreshing to watch watch content without bullshit machismo, that’s not flexing on price or value and just talks authentically from the heart. You chaps have created something very special here.

The 3 of you together is Effing awesome. You bring the cool factor back into watches 😊 Thank you George, Adrian and Andrew for what you bring to the watch community. 😊

One of your best ever episodes. Perhaps the best ever. These episodes where you bare your secrets and experiences stand apart. Adrian's story about Undone remains another highpoint for me. I think that George's "Vanity vs Sanity" aphorism is similar to some observations that Malcolm Gladwell made in his book Blink, where he argued for the value of experience and instinct as a guide to effective actions and decisions. All of your stories had that in common, and it was a real pleasure to listen to each of your experiences. George, the 20th anniversary piece was beautiful. I am not mechanically aware enough to understand what the pushers on the watch's left hand side did, but the entire piece spoke of quality. However, you made the call to not do it, and on some level you will be proven right in the long run. Thank you again for a great episode. Bravo.

Holy bleep, Andrew. Your pain about that story brought tears to my eyes. Appreciate the vulnerability from you three. Stay human, brothers. Great stuff

Really enjoyed this episode. I think George should make that watch of his dreams. Life is short, and the future is uncertain. He needs to ask himself: “when I’m on my deathbed, will I wish I’d made that watch.” Only he can answer that question.

Thoughts: Amazing how humble George is considering his successes and background. Andrew and Adrian are incredibly supportive. I almost regret calling Andrew a ______. Adrian’s integrity is mind blowing. I don’t know many watch people who would have turned down that opportunity. The adverts remain as entertaining as the content. Andrew vulnerability is touching. It’s amazing how your relationship allows for you to share these stories. All of these stories demonstrate who you are as people. Would buy each of you a pint or two (Marcus gets a shot and a pint). Thank you.

Love the idea of George giving his take on many styles or watches, like chronographs and perpetual calendars. One style I never see is a weekly calendar like patek's calatrava 5212a. Love the layout for people in business, but see no one else doing them. Since few have Patek money, a bamford version would be killer

George! I have to say the 20 anniversary watch just looked amazing! In this case I can only say: "the two most powerful warriors are patience and time". The time for "that" watch will come, listen to your gut!!

Adrian - in late 20/early 21 I was dealing with an awful back situation. Pain was constant, so were thoughts that it might never get better. Bark and Jack was one of the things I watched to take my mind off of things. I watched every one - even went back to the London days. You got me through some dark days. Thank you for what you do and how you do it. I know this isn’t $300k, but it’s real.

I'm going to be honest, I've taken a break for about 4 episodes but WHAT a way to return to the channel. This was an absolutely incredible and thoughtful episode and is definitely the kind of content I love. Complete and utter respect to all three of you for sharing your stories. Particularly seeing George's genius and what would (and still could😉) have been, it really put into perspective the overwhelming world of watches.

Adrian, ”integrity” is priceless and once lost never retrievable. I applaud you.

George I love your designs, especially the dark blue dial 20th anniversary one with all the complications. If you could make it cost effective, I’d definitely be interested.😊

Great video. Best yet. Keeping your integrity in life is priceless Respect to the 3 of you Can’t wait to see the Bamford chrono Moonphase… I’d also love to see an AP Code 11:59 Bamford edition…

George that perpetual calendar you shared was insanely beautiful, so many great details, understand your concerns about the cost and price and why you ultimately decided not to move forward. If you ever revisit that decision I believe many of us would jump at the chance to acquire one. I own a Bamford piece that you did with Andrew and the Time and Tide crew. Love that piece so much. also, wanted to thank you and Adrian and Andrew for sharing all your experiences and the journey for each of you around these painful moments. You guys are awesome, keep up the great work.

Best video yet, being vulnerable to share the secrets, personal doubt and insecurities, challenging of morals and coming through and in such a genuine way. Loved it!

It's a credit to the chemistry between you 3 that an episode as deep and serious as this one is as enjoyable to watch as an episode where the 3 of you rush around on a find-the-best-watch challenge. Thank you for sharing these stories and I hope the experience also brought you all some level of catharsis. And that 20th anniversary watch George designed is absolutely stunning.

I could never afford one of George’s 20th anniversary watches, but my God what a beautiful design ! Truly “lust worthy”.

George, I think you should make the anniversary watch. It's not vanity at all to put so much love and passion into what you do.

Guys - Thank you so so much for today's episode. All three of you opened yourselves up in a way you very rarely see in this genre and put your feelings on display for us al to see. I honestly felt your sadness and angst as you each told your story and shared it with you. Three absolutely exceptionally top guys who have earned my total respect. It can't have been easy making this stream but its an absolute belter. Thank you

This is the best episode of the podcast yet. A very honest and humble presentation from each of you. Let this be a good example of the ideal that when good people allow themselves to be vulnerable, they are repaid with yet more support.

Bravo, you guys! What an episode. Wow…I so appreciate your candor and humility. Hold you 3 in even higher esteem after watching this. 🤝

Hopefully that anniversary watch won’t wait for another decade! Maybe a 25yr celebration, but sure George knows his business! Keep up the great content

"Sanity vs. vanity" is deep. Love that watch, George, but (as a professional philosopher) can't begin to afford it. Good for all you guys for having integrity! ("What doth it profit a man to gain the world and lose his soul?" Too many sell-outs in this world.)

This show has become soo great to watch. George, I think, you deserve getting honest opinions as a feedback: You have a huge talent for designing. I like elegant watches most but still the old chrono design is much more exciting than the new one. It looks to me like being something like a Certina with a quarz movement. I know it wouldn't be but I just try to be honest about how it feels to me, I hope this isn't hurting you - thanks for being so open about your thoughts and feelings.

Your best episode yet - and that says a lot 👍 Theres no effing BS with you guys, and its a honor to be "in the company" with such people.

Absolutely fantastic stuff, gentlemen. Your transparency and honesty are what makes us love what you do. Thank you for being unequivocally and unapologetically yourselves. We have your backs, no matter what 🙌🏼

Thank you guys for opening up, great episode. Wrt Andrew's story: the human brain and sense is a magical tool. When you have that feeling of things are getting dark and f**ked up, trust that feeling. Always.

That moon phase calendar watch I would buy in a heart beat! even at the 15k price tag... Unreal design of mixing class with sportiness! I love that watch!

George, what you do takes more stones than I have and your gut has served you well so far. Stick with your gut and make these watches when you are ready not when anyone else wants you to make it. Unbelievably great episode! Thank you to all of you!

Big props to these dudes for their vulnerability and honesty. It’s stories like these that reveal true character. Much respect. ❤

Both Bamford concepts are badass. Pull the trigger on the perpetual calendar. The demand exists without a doubt!

so glad we have a new season 🎉

Listening to George chatting about his watches, makes me want to buy a Bamford. Love when people are honest and passionate about the things they care about.

Gentlemen, what a fantastic hour of watch content. I absolutely love the ethics on display here and the manner of conversation and debate you have with each other. So many people in our hobby need to start conducting ourselves like this.

What an immensely thought provoking and frank episode from you guys, thank you all for sharing this with us. Clearly some of the experiences you talked about were very difficult to share, which makes it all the more poignant. I've said this before, but I'll say it again, the genuine comradery and chemistry between you three is so beautiful to see, and this is what makes it so rewarding watching you guys, whether it's clowning around at Watches and Wonders or sharing a moment like this with us, your fans. I can say, this is by far the best channel and content I see on RU-vid.

What a fantastic video showing all sides of the watch industry, alot of consumers don't realise the true extent to what is involved within the industry unfortunately.

There is no such thing as honour amongst thieves, but there is honour amongst friends. Kudos guys.

Fantastic episode, guys! Big-time vulnerability and authenticity, which is hard to find these days. Thanks very much for sharing each of your stories. Absolutely love the channel, podcast, etc. Keep it up!!!

What an episode! One of the top 3 id say here. To George, hats off to you for designing such an amazing watch 20 years ago, it looks amazing on this day. Just an idea, why not take this to next level with black and yellow AET color scheme and make it an AET watch with a bit of input from each of you as the original concept is already amazing! Ofcourse with 20 years gone the technology factor may push cost down already. Have a think on this. Ill be the first one on the list ❤

George has always been my favorite host, his passion shows

Great episode. Integrity so important. That perpetual calendar was lovely! Thank you all for your time and sharing your experiences.

George - I think you made the right decision. It’s smart to take into account the economic situation as well as the perception of your typical consumer. Adrian - Huge props on the ethical decision there. It’s wild how much money is thrown around at content creators and discouraging knowing that people are taking it and misleading people. Glad to know you’re not a part of that.

Great episode. You all showed great maturity and emotional intelligence by supporting each other

Most rich people stay rich by spending like the poor and investing without stopping then most poor stay poor by spending like the rich yet Not investing like the rich but impressing them

I really like the design elements to Georges first effort and perhaps there is a way to still do something very similar at a much reduced cost if your prepared to go quartz with one of the companies you already collaborate very successfully with, GShock! The case reminds me of their carbon core guard watches that have metal shells. Oh, and trust your gut, your experiences are the foundation of your intuition and gut feelings.

George. Make that perpetual calendar for the 40th anniversary. It looks like we're in "the bad" 20 year cycle period? How about making a quality eco/sustainable mass market product in the £2k range? Good chat, a bit too much self and business promotion, but you're interaction is getting much better. Very informative! Thankyou.

I don't think Adrian will read this, but he should know that the ultimate wealth is a man's integrity and character. That was a great story and the right decision. Same with Andrew.

Great episode - absolutely riveted the whole way through but Andrews's story at the end was the one that had me wondering the most. An interesting question, how many microbrands stop to ask questions about the conditions under which their watches will be made? I mean Andrew mentioned poor labour conditions but surely opens the questions to everything else like environmental impacts etc. Perhaps more people should start asking the question - exactly how did this watch get made for that price?

So happy to see that lads back in the studio! Haven't finished the episode yet but golly, seeing George's face go red, go into his shell as he talks about his two projects...I just want to give you a great big fucking hug man. A big hug and shout JUST DO IT. Yes it might be vanity, yes it might be expensive (but so is so many watches), this is your soul you are putting into a cave and locked away. Let it free. Don't worry about what the world things. Remember, this is for you. If others come along for the ride and buy, fabulous. If not, who cares, you made you, you made your soul into a timepiece!

The takeaway I get from all you is that you trust your instincts and that you all have integrity so kudos gentlemen, thank you for sharing and and letting us peer into the this world momentarily 👏👏

I’ll tell you what I thought George. I audibly gasped when you turned over the paper with the 20th anniversary design. It was beautiful.

George - you did the right thing. You’re an artist. Your instincts have made you the success you deservedly are and will always be your best guide. Adrian - An insignificant minority have the balls to stare at the proverbial ‘slippery slope’ when it accrues to their benefit and say…’nah, I don’t think so’. Superior human being. Andrew - I’m jealous of everyone fortunate enough to call you his/her friend. You’re such a genuine, good person; it’s so refreshing to see and hear.

Isn’t this a great story of being authentic with integrity. I am sure people and brands are trying to leach from your success all the time. Thanks for sharing your secrets and keeping your integrity.

i hate myself for saying this after a heavy episode, but how bout Andrew and George let a little vanity (or harmless fun) out and have a T+T x Bamford collab (their design would be 25 years ahead in the future collectively 😅). And the cherry on top: let Adrian dissect it in his channel whether he likes it or not 🤐

Love the PC George! I know there's no way I could be one of the 20, but you should make it happen for the lucky 20 people that get one. Super cool!

George you did the right thing! Got to trust your gut instinct. So far all your collection makes sense b347, b80. These seems like a natural progression from the products you’ve brought out so far. Very Batman/Gotham esque. Keep up the good work guys!!

I'm a firm believer that hesitation is a real, deliberate message from the part of you that holds truth. Call it what you like - soul, spirit, etc. If you don't feel quite right about launching a new product, don't launch it. Instead, launch it when it feels right. I hate to be overly simplistic, but most actions based on our truths are indeed simple. That's my 2 cents.

Go with your gut George. I'm an Industrial designer/product engineer and have to balance my passion for design with the stark realities of client expectations, CBOM estimates, margin targets, logistics, financial climates etc. With 20yrs experience you need to trust your gut and back yourself that the decision you've made is the right one. Some people say that you will only regret what you don't do...but that's BS. Trust in yourself. I love the watch, but if you say it's not the right time, I'd trust that you know what you are doing, 100% ❤

That was a great episode, I would say it is my favourite so far. Much respect to you three, great to know that sanity has prevailed. Keep up the good work, lads!

Absolutely amazing episode. I thought the answers were going to be a cop out like "i actually am a fan of faux-tina" but man ..these answers were riveting.

1. Mr Bamfords perpetual calender would sell for 12 grand, I'm sure; especially with that case & bezel. 2. Adrian did well not to sell out on the commission. 3. Looked like a great Hustle watch, but for $70 that's insane; something dodgy for sure! Respect all three of you, feels like your becoming friends sharing secrets 😅

Wow Gents. This was fantastic. I'm in a 12 step program, Al Anon, and every week we hear variations of dark secrets and rumblings of inner disturbances - as you have all done here. Absolutely fantastic, I Loved it. Really enjoyed the honesty and vulnerability of the story telling. Thank you Sirs. Hope the weight off your shoulders is welcomed and feels excellent. Peace and Serenity to you three. Unquestionably my favorite work from y'all. Inspiring. Thank you. Jason

A thought provoking discussion, raising many questions as to the practices, ethics, and processes existing within the watch (and a great many other) industries. Very much respect the fact the chaps were prepared to share. Have a lovely week everyone.

Powerful stuff guys. Loved every part of it. Pull the trigger George, the watch looks amazing! 25th year anniversary piece..

THIS IS THE CONTENT WE COME HERE FOR!! Bravo boys!

So far Your Best Episode. Well Done for Taking the Right Path, Andrew.

I am Effing in awe of u guys the AET team. That episode was as touching as it was informative and incredible that all three of u have been through such a sensitive struggle without each of u knowing it, but as u mentioned it has brought u together and made this channel what it is....Your knowledge and amazing integrity is fantastic and in watching this vid i was amazed that none of u shed a tear as i was very close to it myself i must admit, so bravo and more more more please.⌚⌚👌

Adrian has shown the type of person he is, turning down that big money offer. You have to have some moral fibre.

Kudos to George for floating dial markings idea....decorating sapphire undersides 20y before Ming!

Thanks guys for another fantastic episode. IMHO the vibe all of you provide is a kind of synergy that comes from a sincere effort to share your joint experiences...some of them rich in detail and not for the faint. This is insightful and I do appreciate the lessons here. And what do we think of George's decision? Not trying to cop out and I have so much respect for what you do, but I believe the answer is that it's your heart and you have to follow it: may time allow you to reach deeply into the wisdom stored there.

Ace and Alen doing wonderful things again. Great family and people.

I think that if george did not feel it he took the right decision. As for me i think this watch is absolutely superb. Wasnt a simple chrono version with moon and date doable? Well probably not what george wanted… but i would have bought it…

One of the best episodes yet guys, thanks for sharing the stories!

Thank you for sharing these stories and inviting us into your inner circle, I felt like sitting at the table with you. The bond between you guys feels so natural and following your journeys is just the right thing to do. I have nothing but huge respect for you as watch world professionals / connoisseurs / enthusiasts... whatever, even so as great personalities and decent human beings. 🙌 Bruh, now you just made me sound effing corny...

The watches which George designed are quite impressive. Lots of people would like to buy it provided the internal movements are same impressive as the design.

Thank you for having the courage to share with all of us.

love the nomos! my next buy is the new campus club in cream coral. definitely in the 36. $1500 USD with steel case back, or $1800 USD with the exhibition case back to see that sweet alpha manual movement. George, I think you were right in holding back. If you don't think the watch is proper value for your customers and would be too expensive or unfeasible then you gotta follow your gut. Adrian, kudos to not selling out your integrity for $150k. Mad respect. Money isn't everything and you should he doubly blessed with even more success by not selling out. Andrew, also major kudos on not going forward with the potential child sweatshop watch beyond the single prototype. You too should be doubly blessed with much success for not caving into the dark side of the business for the sake of profit or even achieving your own watch.

George ! Do the watch !! Your passion and design are pure !! Tomorrow is never guaranteed … As an artist you job is to create … do not leave your designs in fulfilled … a reminder from one artist to another … create the Art !! Love you brother !!

Phenomenal thing to do Andrew. I believe you made the correct call. Bravo. We all need to think of the origin of our favorite products. Brilliant video Gents.

George…definitely try and pull the trigger. However, maybe there is a way to have your cake and eat it too. You could attempt to try and do a midpoint between the 20th anniversary watch and the watches you create now. Maybe that way the price/cost „jump” won’t be so big and you’ll be able to scratch that itch. Just because something is not perfect doesn’t mean that it’s bad. Alternatively you can just say, ah screw it - 10 pieces and you make sure that people know why does the wtach cost that much. Maybe a way to customize the back or engrave the rotor of that watch to make it more personal to the buyer. I think that you could do both. You sound like a very resonable person. You got this!🍻

That design was amazing George.

Glad to see everyone back to original form. I enjoy the fun stuff but really love the therapy sessions more.

I love the way you guys interact with each other and how you all have different tastes. Love your shows. New subscriber.

Awesome and heavy episode guys. We all have skeletons in our closet. Much like watch collecting, delayed gratification is the best when it hits. All your choices have led you to this point. Keep on rocking 🤘

Wow! What wonderful stories. Kudos to all three of you. 🙏🙏🙏

A great personal insight into the 3 of you gentlemen. Life isn’t always smooth sailing. Good on you for being not only extremely humorous, affable & entertaining, but being genuine. 👏🏼👍🏼🇦🇺 P.s. I just ordered my “About Effing Time” hoodie! Can’t come at a better time in the onsetting Aussie winter! Yeah we do get em! 🥶🤪🤣

AET is rapidly becoming the definitive voice in in-depth watch analysis, opinions and content. Thank you for doing what you guys do.

Best episode you 3 have ever done. Sweatshops and ethics, fantastic.

Somewhere out there, there is a dark timeline where there the "vanity" side of these stories were chosen. I already respect the hell out of you guys, but that respect has gone way up after hearing your different stories. Thanks for sharing and being so open, gentlemen.