In collaboration with Bamford, Michelin has unwrapped the B347 Pilot Sport, a limited-edition timepiece featuring a unique strap made from recycled Michelin Pilot Sport 5 tyres.

However, it was not only these two brands who worked together. Greenology, a specialist in full-circle, sustainable solutions, had a hand in the unique collaboration, especially with crafting the strap. The strap is coupled with a 41.5 mm forged carbon-fibre case featuring an actual tread pattern. The “cutting-edge” item is finished in black. 

As expected, the timepiece is littered with automotive references. The tachymeter features a racing-inspired chequered pattern representing a start/finish flag. The white sub-dials are a nod to Michelin’s latest brand campaign. A Sellita SW510 automatic movement powers the watch.


“Bamford’s expertise in high-precision manufacturing, advanced materials and eye for detail are traits we share, making this collaboration an obvious choice. It’s also a statement highlighting Michelin’s presence as a lifestyle brand. We’re more than tyres. Michelin sets the standards in food, hotels and experiences,” said Dan Smith, communications at Michelin UK.

Limited to only 133 pieces, the watch is priced at £2 500 (R48 851.58). For more information on this and other luxury watches, visit APEX’s sister website Haute Montres at