Tony Appleton announced the royal baby's birth outside St. Mary's

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Hear ye, hear ye! The birth announcement of Prince William and Princess Kate‘s daughter may have been made via social media, but unofficial town crier Tony Appleton chose to spread the exciting news in a more traditional manner.

Outside the gates of the Lindo Wing at St. Mary’s Hospital in London, Appleton, 80, rang a bell and loudly welcomed the new royal arrival to hundreds of onlookers.

“On this day, the second of May, the year 2015, we welcome with humble duty, the second born of their royal highnesses, the Duke and Duchess of Cambridge,” Appleton announced, according to video from the BBC.

He was clad in traditional crier garb, wearing an adorned red coat and tri-cornered black hat, complete with white feathers.

Appleton, who is President of the Guild of International Millennium Town Criers, made headlines during Prince George‘s birth in July 2013 after deceiving international media over his affiliation with Buckingham Palace.

“I’m an official town crier, but I wasn’t employed by the Palace,” Appleton told Seattle radio station KJR at the time. He added that he hadn’t heard from anyone in the royal family expressing displeasure

“I decided I wanted to be the first person in the world who announced that birth. I’m the world’s biggest gate-crasher,” he told KJR about George’s birth in 2013.

Appleton, who works as a crier mainly in Romford, a city just east of London, and Bury St. Edmunds, a town in southeastern England, was first spotted outside the hospital on Saturday.

Kate and William’s baby girl was born born at 8:34 a.m. BST on Saturday morning. Kensington Palace Tweeted: “Her Royal Highness, The Duchess of Cambridge was safely delivered of a daughter at 8.34 a.m. Her Royal Highness and her child are both doing well.”

Royal Baby Arrives: Kate Gives Birth to a Baby Girl

More on the New Royal Baby:

• All About the 6 Essential Women in Princess Kate’s Life