As more consumers seek out watches that truly reflect their personality, the art of customization is in greater demand. WatchTime contributor and author Roberta Naas offers an in-depth look at watch customization.
A dazzling example of customization
H. Moser & Cie. created a unique personalized watch for a client’s wife on the occasion of their anniversary. The brand was asked to use the color blue, amethyst gemstones and a dragon. The result is a true work of art, demonstrating the importance of personalization in luxury watchmaking.
The History of Personalization
The trend toward customization is not new. Historically, many major watch brands have made one-of-a-kind watches for their prestigious clients. A notable example is the competition between automobile engineer James Ward Packard and banker Henry Graves, who commissioned extremely complicated watches from Patek Philippe and Vacheron Constantin in the early 20th century.
The Graves Super Complication pocket watch, built by Patek Philippe and delivered in 1933, was the world's most complicated portable mechanical watch for 56 years.
Iconic watches born from customization
Many of today’s iconic watch collections were originally created at the request of customers. The Jaeger-LeCoultre Reverso, for example, was designed in 1931 at the request of polo players who wanted a watch that would last during play. Similarly, the IWC Portugieser was built in 1939 at the request of two Portuguese businessmen who wanted a watch that was as accurate as a marine chronometer.
The Challenges of Modern Personalization
Today, with technological advances like CNC machines and computer-aided design software, it has become more difficult for major brands to meet customization demands. Stopping production of one model to start cutting parts for another can result in weeks of lost production.
Personalization in 2024
While customization is more complex, it is still possible. Some brands do not reveal their customization work to avoid an avalanche of requests or out of respect for customer privacy. However, personalized watches can include gemstones, unique engravings, or even movement modifications.
Examples of successful customization
The Vacheron Constantin Ref. 57260 watch, unveiled in 2017 as the world's most complicated watch, was built at the request of a client. This type of customization can also lead to technological innovations and new patents.
Some independent brands, such as Andersen Genève, specialize in unique pieces. H. Moser & Cie. also creates personalized watches for about 10 clients per year, offering innovative solutions in terms of mechanics and finishing.
New methods of customization
Recognizing the importance of customization, some brands offer digital configurators that allow customers to choose the colors, materials, and components of their watches. Armin Strom and Porsche Design offer extensive customization programs.
Brands such as Hublot, Zenith and TAG Heuer work with Bamford Watch Department to allow the customization of certain models, ensuring that the watches meet the brand's quality standards while offering certification of authenticity and a warranty.
Owning a luxury watch that is customized by the brand itself, and not just adorned with diamonds, may be the way to go. As American rapper Jay-Z says in his song 30 Something, “I don’t have the shiny watch, I have the perfect watch.”
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