This is the Michelin x Bamford London B347 Pilot Sport and as you can imagine, the rubber strap is made from recycled - or 'upcycled', that's the term these days - Michelin tyres.

The strap is adorned with yellow accents and, of course, a reproduction of the tyre's tread pattern. Speaking of patterns, watch brands have been doing this a lot in recent times because there's definitely a growing appetite for watch straps, or cases, made from recycled material, ideally plastic.

The 41.5 mm forged carbon case houses a Sellita SW510 automatic movement and a monopusher chronograph and it is sold with an amazing presentation box with 'Bibendum', AKA Michelin Man. I'd buy it just for that. If I had £2,500 to spend on this watch, because that's the price tag. What do we think, fair?

I've crossposted this article on The Cornea Impression and Flabbergasted LF