Jim Walker has revealed its Cycle Show stand will be James Bond-themed, complete with an Aston Martin DBS and a 'Martini Bar' serving stand visitors with drinks.
Eddy Merckx will also be on the stand on the trade day (Thursday October 7th) as will a very special limited edition of the new range-topping Eddy Merckx EMX-7. The 525 version of the bike retails for an eye-watering £12,999 and celebrates Merckz's record 525 professional victories.
Also on the stand will be the new for 2011 Tzar S1 from Sunn - a 140mm travel steel-framed singeltrack thrasher featuring the Truvativ HammerSchmidt gearing system.
New bikes and components from Sunn Bikes, De Rosa, Fulcrum, 3T, Northwave, Campagnolo Clothing and components, Speedplay and more will also be showcased.
Jim Walker marketing manager Tom Marchment explained the Bond theme: “The ideas is to highlight the shared passion for style, heritage and performance that the brands Jim Walker and i-ride support have at their core."
“It may all sound a little over-the-top but we wanted to make the experience a bit more memorable for anyone who makes the effort to travel to the show and visit our stand, and of course this is all designed to highlight and work with the new products we have on the stand.”