Bond legend Sir Roger Moore was shaken, but not stirred today as he signed copies of his new autobiography in Oxford.

The veteran actor and Unicef ambassador spent more than an hour posing for photographs and signing hundreds of copies of My Word Is My Bond in Borders, Magdalen Street.

Staff at the store were forced to turn people away when the queue began to snake too far down the street.

But nearly 300 fans still managed to get their hands on the new book and meet their hero.

Accompanied by wife Kristina Tholstrup, Sir Roger arrived at the book shop shortly after midday dressed in a smart blazer and red and silver tie.

Following a few press interviews downstairs, he hopped on the escalator and emerged on the ground floor to the soundtrack of cameras clicking and Carly Simon's Nobody Does It Better — the theme song to The Spy Who Loved Me (1977).

Sir Roger, 80, said: "I absolutely love Oxford.

"We came on the right day — the sun is shining and all the colleges look great. There's a little bit of roadworks, but not too much."

The star of seven Bond films said he had never filmed in Oxford before but always enjoyed visiting.

Borders manager Ed Meek said the book signing had been one of the most popular he could remember.

He said: "It's certainly been one of the biggest. The amount of buzz and excitement it's caused has been unbelievable.

"There are roughly 300 people in the queue, which — apart from Harry Potter — is the biggest.

"Sir Roger has been fantastic. He could not have been more helpful. He has been happy to have photos taken with staff and members of the public.

"For a lunchtime signing, it's incredible to have to turn people away."

Gary Clark, 28, from Swindon, was the first to have his book signed after arriving at the book shop at 8.30am.

He said: "I'm a big James Bond fan and Roger Moore is a legend in the film industry.

"I'm looking forward to meeting him — it's not a chance you get very often."

Sir Roger said he was looking forward to seeing Quantum Of Solace next month and that he had very much enjoyed Casino Royale, Daniel Craig's first Bond.

He said: "I bought it on DVD. I was absolutely knocked out. Daniel was just terrific."