You are currently viewing Customizing Time: The Art of the Personalized Watch | Features

Customizing Time: The Art of the Personalized Watch | Features

As increasingly of at present’s customers search for watches that make a really private assertion, the artwork of customization is in rising demand. On this characteristic from the archives, Options contributor and writer Roberta Naas presents one of the complete seems at customizing time.

H. Moser & Cie. created a one-off personalized look ahead to a shopper’s spouse for his or her anniversary. The model was instructed to make use of the colour blue, amethyst gem stones and a dragon. The result’s a murals.

It’s been a centuries-old pattern in clothes: bespoke tailoring is all about making a singular go well with or pair of footwear designed expressly for a person. Right now, as extra prospects need to specific their individuality, the idea of getting a custom-made watch is taking over all-new that means. Individuals are on the lookout for one thing edgy, totally different and expressive of their very own ideas, hobbies or loves. However are watchmakers able to comply?

“A personalised strategy by means of customization is essential for high-end purchasers, and notably these with a penchant for haute horlogerie,” says Julien Tornare, CEO of Zenith Watch Firm. “We see excessive demand for this service, and delivering it’s a part of our dedication to fulfilling shopper expectations. We create {custom} items for purchasers who aren’t excited by carrying watches typically accessible to the general public; they like distinctive examples of watchmaking, a manner for them to be actively concerned within the creation of a timepiece. And this pattern isn’t slowing down; quite the opposite, it’s rising.”

Having a personalized or distinctive watch isn’t a brand new idea. Traditionally talking, most of the prime watch manufacturers made distinctive watches a century in the past for his or her prime purchasers. Simply one of the spectacular examples comes within the type of a gents’s race between vehicle engineer James Ward Packard and monetary banker and artwork collector Henry Graves, every of whom would usually flip to Patek Philippe and Vacheron Constantin to have probably the most sophisticated watches constructed for them.


Early customization watches, reminiscent of this Graves Tremendous Complication pocketwatch, constructed by Patek Philippe and delivered in 1933 to Henry Graves, have been the precursor to at present’s personalised watches.

For about 35 years beginning in 1900, the 2 males commissioned watches that took years to develop and construct, and that might go down in historical past because the world’s most intricate items. In actual fact, the Graves Tremendous Complication pocketwatch, constructed by Patek Philippe and delivered in 1933, held the report because the world’s most intricate transportable mechanical look ahead to 56 years.

This isn’t an remoted instance. Lots of at present’s most iconic watch collections have been initially made on the request of purchasers. The Jaeger-LeCoultre Reverso launched in 1931, as an illustration, was created on the request of polo gamers who wished a watch they may put on throughout play that might not get broken. The reversible idea was born and the Reverso has been a legendary watch ever since. Equally, the IWC Portugieser was first in-built 1939 on the request of two Portuguese businessmen who wished a extremely legible watch as exact as a marine chronometer for the wrist. The checklist goes on and on.

Up to now, any such customization was a pure manner for a watch model to develop. Nevertheless, as time handed and expertise progressed, manufacturers turned extra reliant on equipment and instruments for reducing mainplates and different elements. It turned increasingly troublesome to tackle these {custom} orders.

This Kari Voutilainen watch was a one-off creation for a shopper. It simply offered at a Phillips public sale
in spring 2020 for CHF 125,000 (over the anticipated sale value) — proving that personalized watches can maintain their worth.

Right now, with nanotechnology high-tech CNC machines and a few automated expertise (to not point out computer-aided design), huge watch manufacturers merely can’t sustain with the request for specifically made actions and watches. Simply the retooling of kit to cease producing one watch mannequin and to start out reducing elements for one more mannequin can take weeks of misplaced manufacturing.

“There are loads of highly effective patrons who would like to get factory-made personalized watches by sure manufacturers; they need watches no person else can get. However most manufacturers can’t do it as a result of they don’t have the sources, or have so many requests,” says Paul Boutros, Head of Americas & Senior Vice President of Phillips in Affiliation with Bacs & Russo public sale home.

What’s Customization
That’s not to say that watches personalized for people don’t get made. They do. Extra usually than we all know. Many manufacturers don’t “kiss and inform” about their customization and piece-unique work — actually because they know requests would come flooding in if phrase received out, or out of easy respect for the shopper.

So, what may be personalized on a watch? It relies upon. On a personalized watch (which may be totally different from a chunk distinctive), a model may personalize it for a shopper by including, as an illustration, sapphires, emeralds or different gem stones to the case, lugs and even the dial. Different occasions they provide distinctive engravings or miniature work on the buyer’s request. In some situations, prime watch manufacturers may customise a motion half with particular colours or wheels.


The Vacheron Constantin two-sided pocketwatch, Ref. 57260, deemed probably the most sophisticated watch on the planet when it was unveiled in 2017, was truly constructed on the request of a buyer.

Typically, a model will customise a look ahead to small teams, reminiscent of a gaggle of collectors, a navy sect or another group — in very small numbers — and no person even is aware of about them till one involves public sale. “These personalized watches, although not distinctive, are normally very beneath the radar and have a tendency to do nicely at public sale,” says Boutros.

Typically, too, some watch manufacturers provide a specified choice of customization. Some manufacturers might provide a particular mannequin of their assortment after which let prospects know that sure points of the mannequin — reminiscent of case materials, gemstone selection, strap or different aspect — may be specifically made.

“We obtain many, many requests every year and the thought that every of those valuable items is so important to its recipient makes us really feel like we’re serving to to construct reminiscences of particular moments, reminiscences that stay on with the timepiece,” says Davide Traxler, CEO of Parmigiani Fleurier, which presents personalized particulars on its Hijri Perpetual Calendar watch. “Customized-made timepieces are probably the most fulfilling challenges we now have the chance to fulfill. When a watch lover involves us with a particular request, it permits our groups to search for options when it comes to mechanics or of ending to fulfill a really distinctive demand.”

Parmigiani Fleurier permits for personalization of the metals, supplies and gem stones of its just lately unveiled Hijri Perpetual Calendar watch.

In a piece-unique watch — a real one-off timepiece — a model can take customization to any degree, even making a wholly new watch motion (although that is very uncommon).

Who Can Get A Custom-made Watch
As talked about earlier, many huge manufacturers can’t cease manufacturing to customise watches for people, though most of the independents and smaller boutique manufacturers strive. In actual fact, Jacob & Co. is one which talks about its customization work for loyal purchasers. It has created an Astronomia look ahead to actor Leonardo DiCaprio’s charity and constructed a {custom} 5-Time Zone look ahead to designer and entrepreneur Virgil Abloh just lately.

“Doing bespoke work has been part of my firm for the reason that very starting,” says Jacob Arabo, founder, Jacob & Co. “It’s how I set myself aside then and we proceed to do that at present. These days, true luxurious is about exclusivity and there may be nothing extra unique than having a bespoke timepiece. I like making my purchasers’ goals come true, and our firm is ready as much as create these distinctive items.”

Jacob & Co. usually creates personalized watches for its movie star followers, reminiscent of this 5 Time Zone look ahead to Virgil Abloh.

Don’t be fooled, although, getting a model to make one thing distinctive requires the best relationship.“Simply having sufficient cash for it isn’t sufficient. Most individuals must have a long-standing relationship and a very fascinating idea for a model to cease work on its serially produced watches to construct a one-off,” says Yoni Ben-Yehuda, head of Enterprise Improvement for Materials Good, when speaking about items distinctive. “It isn’t only a cash factor. It’s about having a protracted historical past with the model, a protracted natural, significant relationship.”

It takes time to construct these relationships, and, in lots of situations, impatience leads to after-market customization. Nevertheless, watch pundits will urge collectors to attend and attempt to work immediately with the model for personalization. This fashion, the personalized watch is made in response to the standard cannons of the model so that it’ll maintain its worth for hundreds of years to come back. It is usually recorded within the model archives and carries the model guarantee.

And, in response to Boutros, personalized watches finished in cooperation with the manufacturers do maintain their worth. In actual fact, a number of personalized watches that just lately offered at public sale not solely held their worth however exceeded anticipated estimates. This features a distinctive Kari Voutilainen watch with engraved and enameled case that was made particularly for a shopper. The watch was estimated to promote for CHF 50,000 to CHF 100,000 and offered for over the worth at CHF 125,000.

Armin Strom presents its personal configurator the place prospects can personalize nearly any side of their watch, as in these two totally different renditions of the Gravity Equal Power.

“It’s good to see that these distinctive items, that have been the results of somebody’s distinctive idea that was perhaps the brainchild of a collector, and have been a collaboration between particular person and model, are so nicely obtained,” says Boutros.

Whereas many manufacturers hold their personalized watches prime secret, others are happy with their specialised work, and typically search shopper permission to speak about it — particularly as a result of usually that customization results in new expertise and patents. Such is the case with the Vacheron Constantin Ref. 57260 that was created on the request of a client. Granted, that buyer needed to wait eight years for the piece-unique watch to be accomplished, but it surely was definitely worth the wait. It was deemed probably the most sophisticated watch on the planet when it was unveiled in 2017. And due to that particular order, Vacheron Constantin has unveiled a bunch of latest watches with ideas and issues first born of that particular piece.

Jaeger-LeCoultre creates personalized Reverso watches for purchasers that supply embellished engravings and work.

Independents Would possibly Do It Higher
As a result of they already produce watches in extraordinarily restricted numbers, sure unbiased watch manufacturers might do a greater job of delivering personalized watches. They’ll take a single watchmaker apart to work on a particular order or gradual up their manufacturing for that particular watch and no person actually notices.

Some unbiased manufacturers truly prioritize custom-made items — understanding that that is what at present’s buyer is all about. Andersen Genève, as an illustration, has been making distinctive items since its founding in 1979. Whereas many are a part of its “Piece Distinctive” collection of watches designed and developed by Svend Andersen and different watchmakers, some are created particularly in response to shopper requests. (In actual fact, it’s not uncommon for manufacturers to create distinctive watches of their very own design that they know prospects will in the end purchase. Vacheron Constantin does it in its Les Cabinotiers collection, and Patek Philippe does it in its Uncommon Handcrafts assortment.)

Andersen Genève has been making distinctive items since its founding in 1979. Some are a part of its “Piece Distinctive” collection (reminiscent of this world time zone watch) and others are created
particularly in response to shopper requests.

H. Moser & Cie. additionally usually creates specialised watches for its purchasers however limits the variety of {custom} items it makes yearly. In accordance with Edouard Meylan, CEO of H. Moser & Cie., the model creates about 10 distinctive items per 12 months for purchasers. “The kind of customization is sort of numerous, some simply need a distinctive dial colour to match their favourite wines, others need new strategies like portray on mother-of-pearl or a mixture of strategies.” He references a novel piece made for a shopper as an anniversary look ahead to his spouse that needed to characteristic a dragon, the colour blue and amethyst stones. “The result’s mesmerizing. To be sincere, it impressed [me], and perhaps will translate into extra normal fashions in some kind sooner or later.”

At a extra reasonably priced degree, Meerson predominantly creates distinctive items for purchasers (although the model additionally presents “manufacturing collection” watches). In accordance with Alexandre Meerson, it was his dream to create particular watches for patrons, working immediately with them to design one thing private and lasting. “With bespoke or made-to-measure, folks uncover the virtues of persistence, and the deep pleasure that comes with having one thing created only for you. They watch the challenge unfold with emotion that’s nearly childlike.”

Meerson focuses on customization as its primary focus. Designer Alexandre Meerson created this bespoke “Lady in Mirror” look ahead to a pop artwork collector, which then impressed the creation of a restricted Pop’Artwork Sequence of watches.

New Strategies of Personalization
Recognizing how essential customizing and personalizing a timepiece is to many customers, sure manufacturers are attempting to assume exterior the field. This contains turning to some not-so-traditional strategies. Amongst them, providing digital configurators the place prospects can choose and select the colours of supplies, motion colours, case and bezel metals, straps and extra. Armin Strom was maybe the true pioneer on the planet of configuration three years in the past and has been the mannequin others emulate. Just lately, Porsche Design started providing an intensive “personalization” program, as nicely.

Different manufacturers that admit their very own limitations in terms of {custom} work are authorizing different corporations to do it for them. Such is the case with Hublot, Zenith, TAG Heuer and others who work with Bamford Watch Division — authorizing customization of sure fashions. Even Girard-Perregaux has began working with Bamford to permit personalised choices for its beloved Cat’s Eye watches for ladies.

Girard-Perregaux licensed Bamford Watch Division to create personalized variations of its beloved Cat’s Eye watches for ladies.

“Partnering with Bamford and providing the Cat’s Eye on his platform permits our purchasers to customise dials, arms, straps, colours to allow them to give their very own twist to a timeless traditional,” says Clemence Dubois, Chief Advertising Officer for Girard-Perregaux. “If we don’t have the capability to do that ourselves, it’s good to authorize customization to fulfill the calls for of at present’s purchasers.”

In these situations, Bamford works immediately with the manufacturers to meet a {custom} order — in order that the watch is manufacture-approved, constructed to its exacting requirements and nonetheless holds a certificates of authenticity and guarantee.
Having a luxurious watch that isn’t simply all blinged out however that’s personalised by the model could be the way in which to go. As American rapper and songwriter Jay-Z says in his music 30 One thing, “I don’t received the brilliant watch, I received the best watch.”