Welcome to our series highlighting the exceptional watches available through PERPETUAL, Phillips’ boutique service offering immediate access to the world’s rarest and most desirable timepieces. You can view all currently available watches by stopping in at our London headquarters at 30 Berkeley Square, or by visiting Phillips PERPETUAL online. Our new "Buy Now" button makes acquiring the watch of your dreams easier than ever.
– By Logan Baker
George Bamford and his Bamford Watch Department have firmly established themselves as watch-industry leaders in customization, yes – but also, the creation of character watches through collaborations.
From his late-aughts, punk-rock days of placing Popeye on the dial of a Rolex Yacht-Master – because, why not? – to his current status as the watch industry's go-to cartoon collaborator, creating fresh, exciting timepieces with everyone from Cookie Monster to Snoopy, Bamford has ascended the throne to be the unquestionable king of character watches.
But Bamford's position in the watch world wasn't always so secure. There was a lengthy period of time where he had to fight for the right for owners to personalize or customize their own watch anyway they might like. The "Popeye" Rolex Submariner is one such example from the brand's early days – and so are the pair of watches we're showcasing here today.
Disney itself teamed up with The Rodnik Band – a multi-discplinary British troupe dedicated to Pop Art-inspired collaborations in the fashion and art worlds – to hire the Bamford Watch Department to customize a run of Rolex Milgauss ref. 116400 watches with brand-new dials featuring Mickey Mouse in the iconic central position, with his glove-clad hands acting as the hour and minute display.
The sketch of the world’s most famous mouse featured on the dial is set against a latticework-like background featuring Mickey's immediately recognizable silhouette.
Bamford created two different versions of the so-called "Mickey Milgauss" – each receiving a MGTC (Military Grade Titanium Coating) layer on every external element, in either a natural steel grey or an entirely blacked-out design. Disney and the Rodnik Band also must have asked for every external reference to the watch originally being a Rolex creation to be removed, including the Coronets on the crown and clasp.
So what we have here is both an intriguing and fun character watch, and a true Ship of Theseus dilemma – it's a Rolex watch that's no longer a Rolex. Or is it?
Wherever you land on that argument, there's no arguing the tremendous story behind this two watches.
After Bamford delivered prototypes and samples of the watch to Disney and The Rodnik Band, which these two watches were a part of, Disney decided to quietly discontinue the series – meaning these watches are both official Disney merchandise but incredibly rare and difficult to find. The full project never came to fruition.
The pair of watches are offered individually. The natural grey version is delivered with a special presentation box that lights up with the famous 'ears' motif when it's pressed, while the blacked-out example is naked. The former carries a price of £29,500; the latter, £27,900. Both watches remain in excellent condition.
You can learn more about both watches right here.
Phillips PERPETUAL offers a boutique experience to clients for both the sale and purchase of fine and rare watches, in London’s Berkeley Square and the Gstaad Palace, in Switzerland.
About Logan Baker
Logan has spent the past decade reporting on every aspect of the watch business. He joined Phillips in Association with Bacs & Russo at the start of 2023 as the department's Senior Editorial Manager. He splits his time between New York and Geneva.
Visit Phillips PERPETUAL /
30 Berkeley Square, London, United Kingdom, W1J 6EX (map)
Monday through Friday, 10:00 AM – 17:30 PM
Contact & Consignment Enquiries /
00 44 207 901 7916
perpetual@phillips.com
@phillipsperpetual