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Whilst customisation continues to grow, horological enthusiasts are still out of favour but why should they open their eyes?
When owning a luxury watch, the decision of what happens after is entirely down to the possessor. Whether you want to keep it plain and boring is perfectly fine but if you want to spice things up by adding some bespoke changes then that is also acceptable and should not be criticised.
The ancient argument surrounding custom watches continues to grow year by year yet that isn’t stopping people from entering the world of customisation. There is a mixed reception with those in favour of custom watches, whilst others being on the contrary feeling customisation is a danger to the horological world.
At Time 4 Diamonds, we are known for our amazing customisation service so we are aligned to the idea of custom watches, however it is important to understand why those are against it.
Advantages in Customising your Watch
Customisation is important to every industry, whether it’s an item of clothing, a car or a watch, the owner should feel free to customise their own possessions. Customisation paves the way for many opportunities which wouldn’t be accessible from brands and their plain watches.
Personalisation & Bespoke Taste
Customisation allows for people to showcase their unique taste into a watch that speaks their identity, beliefs or interests. This refers to the idea of creative freedom which is very much in line with modern culture as people are expressing themselves in numerous ways which can be achieved through customising a watch.
Linking to our services, your personal taste can be demonstrated through a personal engraving, hand-painted dial or a specific pattern of diamonds, just to name a few. All of our custom projects are crafted by our in-house team of masterful artisans including expert gemologists and skilled gem-setters to ensure your bespoke watch is produced to the highest standards.
Not only can people express themselves through customising a watch to adhere to their individual desires but also for sentimental reasons. This allows a personalised timepiece to be created for somebody else, celebrating any occasion meaning customisation is perfect in bringing those together.
So, people should be allowed to freely personalise watches through customisation without facing any judgement whilst watchmakers should be allowed to use their creativity and masterful crafting skills to customise a watch.
Off-Catalogue Pieces Produced for a Fraction of the Price
Big luxury watch brands have a hidden catalogue for VIP clients which includes models called off-catalogue watches which are simply, models that are not found within the brand’s catalogue.
One brand, in particular, who have been widely documented to produce off-catalogue pieces is Rolex. An example from Rolex’s off-catalogue collection is the highly sought-after Daytona reference 116595RBOW nicknamed the “Rainbow,” stemming from the rainbow pattern of sapphire gemstones set into the 18CT Everose gold bezel.
Importantly, off-catalogue watches are not accessible to the ‘average Joe;’ in order to be in contention of buying a watch from a brand’s hidden catalogue, you must have curated a rich spending history in buying their watches or be a celebrity classified as a “VIP client.”
Even if you were to turn to the secondary market, prices are extremely high reaching double, triple or quadruple the, already, costly retail value as the majority of off-catalogue models feature rare gemstones or materials.
The best way in obtaining something close to the off-catalogue piece is by producing your own custom version. Admittedly, there have been some beautiful off-catalogue pieces released and due to this, many requests follow for a custom inspired version.
When producing a custom watch inspired by an off-catalogue piece, we take an authentic model and craft the requested parts using 18CT gold, rare materials and natural stones.
Buy Rolex Daytona 18ct Everose Gold Custom Rainbow 116505
- ▪Custom rose gold bezel set with baguette-cut precious stones
- ▪Everose gold Oyster bracelet with fold over clasp
- ▪Automatic Movement Calibre 4130
Therefore, our custom versions are extremely close to the factory-set model for a fraction of the price allowing you to obtain your very own bespoke watch at a much affordable and cost-effective price.
Wider Range of Stock
Alternatively, customisation creates more options and choices for consumers by offering a wider range of stock. There is a clear market for custom watches as people are requesting for their watches to be customised but there are also many buying models that we have customised ourselves.
Not only do we stock plain watches but also our own custom watches that are not personalised for an individual yet may be what you are looking for. Ultimately, there is something out there for everyone, which can be applied to watches as instead of searching for a plain watch, one may be trying to find a custom bespoke watch.
Buy Custom Diamond Set Patek Philippe Nautilus 5711/1R-001 Rose Gold Watch
- ▪Custom rose gold bezel set with baguette-cut diamonds
- ▪Custom diamond paved dial
- ▪Automatic Movement
Moreover, the struggles in getting a watch from the AD (Authorised Dealership) is enough so if you do not own a watch and customisation intrigues you, then turn to the secondary market where you can find a stunning custom watch made with high levels of craftsmanship and fine quality materials.
What are the problems in customising your watch?
Yes, we thrive off custom watches, home to some of the most exciting, captivating and bespoke timepieces but it is important to highlight the common questions surrounding customisation and why horological enthusiasts do not favour what, to them, is a forbidden topic.
Value Loss & Resale Depreciation
It is essential to understand when customising an authentic timepiece, you are damaging the value of the watch. As well as the certification, originality plays a huge factor in determining the value and resale of a watch.
Replacing the original parts with aftermarket settings can destroy the value because you are tampering with the authenticity of a watch. Extreme modifications like changes to the material, dial, case or bracelet will have a negative impact on the watch’s value.
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- ▪Deep black glossy dial with white gold & Cerachrom bezel
- ▪Oyster bracelet
- ▪Automatic Movement Calibre 3186
One example would be the use of stones; no matter the quality, the addition of diamonds or gemstones set into the watch will have a negative impact on the value ruining its marketability. Therefore, many will deem customisation as pointless or stupid because of the loss in purity to the watch which leads to value decreasing.
Authorised Dealership Servicing Issues
Customising your watch can cause problems when trying to service your timepiece with the AD. Brands like Rolex and Audemars Piguet will most likely decline servicing and repairing a watch which has been customised because they believe it is no longer their watch to take care of as the factory parts have been replaced by aftermarket settings.
This is quite petty from luxury brands who are clearly trying to prevent customisation from happening to their products. Especially since the majority of custom watches use an authentic model with a real movement and parts.
However, it is understandable as to why they decline a custom watch because if they damage an aftermarket part then legal problems could arise. Due to servicing issues, you will have to find a jeweller who is able to provide a service and offer repairs.
Potential Risk for Damage & Lack of Quality
Another big problem that is raised with customisation is the risk of damage along with the fears surrounding poor quality and finishing. Customising a watch requires high levels of skill, intricacy and care for any type of modification. No matter the complexity of the task, watchmakers must possess the correct knowledge and necessary tools.
Not only is damage a cause for concern but also quality. People fear poor materials will be incorporated into their watch which lack quality and are likely to deteriorate quicker, damaging the natural aesthetics of their watch.
Breaking down the Problems into Benefits
Yes, these are common problems when customising a watch but here at Time 4 Diamonds, we make sure to eradicate any fears customers may have when wanting their own watch customised.
Say No to Investment & Yes to Sentiment
As mentioned, replacing the original parts with aftermarket settings will result in the watch losing its value. But, smaller modifications like a bezel, dial or strap change allows the owner to keep the original parts. Therefore, you can always revert back to the original version if you ever had doubts or wanted to sell the watch in the future.
Although we have experienced a recent trend of people requesting an inspired customised version of an off-catalogue watch, custom watches are mainly made for personal reasons like a bespoke timepiece that represents one’s individualism. The idea of investment never crosses a person’s mind.
Buy Rolex Day-Date 40 18ct White Gold Custom Diamond Paved Dial Custom Green Bezel 228239
- ▪Custom bezel set with green baguette-cut precious stones
- ▪Green emerald at 6 and 9 o'clock
- ▪Automatic Movement
Owning a watch should never be about investment, it is a form of art made to be worn and adored. This aligns with customisation as people want a personalised timepiece with the intentions of wearing and celebrating it. Therefore, the idea of value and investment is very rarely on people’s minds because when something is created for an individual, the value comes from sentiment not money.
Servicing from Established Jewellers
As highlighted, AD’s will decline your custom watch and refuse to service it but that doesn’t mean you cannot obtain a service elsewhere. The best solution is to get a service where your watch was customised to ensure security and warranty.
However, it is also best to gain a service from an established jeweller with a history of repairing and maintaining luxury watches which is something we can guarantee at Time 4 Diamonds.
We have been servicing plain and custom watches since 2005 with our knowledgeable in-house watchmakers. So if you are ever declined a service by a brand, come to us and we will address any problem with your watch.
Preventing Damage & Lack of Quality
When modifying anything, especially an expensive item like a luxury watch, there are going to be risks. Despite this, it is extremely important that watchmakers eradicate these risks by sustaining the correct knowledge and using the right tools. Again, at Time 4 Diamonds, we have this covered with our masterful team of expert artisans who possess years of experience in crafting luxury watches.
Buy Rolex Daytona Platinum with Custom Bezel 116506
- ▪Custom bezel set with baguette-cut VS1 diamonds
- ▪Factory ice-blue diamonds dial.
- ▪Automatic Movement Calibre 4130
When addressing the quality of our custom watches, we ensure that every timepiece is meticulously crafted to the highest standard leaving any fears of scratches or fingerprints behind. Moreover, we source and incorporate the correct type of material for dials and bezels. For instance, we only use natural diamonds and gemstones which are of high quality, as seen in the image above featuring our custom white gold Daytona.
Will Customisation be Entirely Accepted
The short answer is no, not everybody will accept the idea of customising a luxury watch. However, customisation is growing year by year, even becoming glorified by many in producing their own bespoke timepiece.
If brands like Nike allow consumers to create their own trainers, why can’t people freely customise their watch. Understandably, more time and skill goes into making watches with brands dedicating millions towards the research, design and development of their product. Yet, the art of customisation and creative freedom should still be applied for those who want to be part of their own watchmaking process.
Buy Rolex Daytona 18ct Yellow Gold with Custom Orange Bezel and Custom MOP Dial 116508
- ▪Custom white mother of pearl dial
- ▪Bezel set with 36 baguette-cut orange precious stones
- ▪Automatic Movement
Arguably, there is more skill needed to customise a bespoke watch, as artisans need knowledge on how the watch is constructed, whilst also possessing the ability to set stones or different materials into the watch or even manufacture parts themselves. Whether you agree or disagree, customisation is a form of art and should be appreciated.
So enter the world of customisation by browsing our collection of custom watches that our in-house team of masterful watchmakers have created. If you are intrigued in customising your own bespoke timepiece, then visit our “Customise Your Watch” page to find out more information surrounding what we offer and the process in producing the final product.
