The argument surrounding customised watches has been a constant one, with the argument rising more than ever before. Horological fans and enthusiasts are having their eyes opened up to a world of customised watches.
This is getting a mixed reception with people in favour of customised watches, whilst others being on the contrary feeling customisation is a problem to the watch world. At Time4Diamonds, 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 may be against customisation.
To begin with, it should be highlighted why those are against customisation.
Firstly, the craftsmanship that goes into watchmaking is magnificent and inspiring with brands spending millions on research, design and development in order to release and distribute the final product for consumers.
One of the many reasons why brands like Patek Philippe and Audemars Piguet have limited releases.
Due to the amount of work that occurs behind watchmaking and craftsmanship, creators find it disrespectful to add to what is already a masterpiece and fine piece of work. Additionally, engineers and designers will be protective of their own work. Therefore, frustrations rise from all directions; fans, enthusiasts and collectors will have their opinions tested as well as watchmakers and artisans.
An additional reason as to why those are against customisation is because damage could occur to the watch. Coatings or colourations that may be used on watches can fade or damage the watches original materials.
Alternatively, from a fan or enthusiast point of view, a custom piece is deemed as selfish or narcissistic.
This is because it seems as though one isn’t appreciative of what they have already, as a way to say the model isn’t good enough and needs an upgrade through customisation, implying a lack of respect and a loss of purity to the watch.
Alternatively, depending on what you customise to the watch, the value can be affected.
A slight modification to the watch like a change in strap or bracelet shouldn’t harm the value too much as you can re-attach the original. But more extreme modifications like changes to the colour, dial or engravings will have a negative impact on the watch’s value.
Even the addition of diamonds or gemstones, no matter the quality of them will have a negative impact, majority of the time. Therefore, many will deem customisation as pointless or stupid because the possibility of value decreasing is heightened.
The final point surrounding the reasons as to why those are against customised watches is surrounding the purpose of a specific model. For example, when Rolex created its very own factory-set Daytona Rainbow, reference 116595RBOW, the setting of natural gemstones replaced the tachymeter scale on the bezel meaning the chronograph feature is pointless.
However, all of these points can be argued as customisation is positive, and something that we pride ourselves on here at Time4Diamonds.
Customisation is important to every industry, whether it’s an item of clothing or a car, the owner should feel free to customise their own possessions.
Our custom diamond set Audemars Piguet Royal Oak © Time4Diamonds
Creative freedom is very much in line with modern culture with people wanting to express themselves in numerous ways. Therefore, artisans should be allowed to use their creativity as well as their masterful watchmaking skills to customise a watch, whilst clients should be able to personalise their ideas of what they want their watch to look like through customisation.
Brands like Nike allow consumers to create their own trainers, so why can’t that be replicated into the watch world.
Understandably, more work and skill goes into making watches yet the art of customisation and creative freedom should still be applied. Arguably, there is more skill needed to customise a bespoke watch, as artisans need knowledge on how the watch is constructed, whilst setting any parts to the watch such as diamonds.
Alternatively, customisation creates more options and choices for consumers on the grey market.
There is a clear market for customisation as clients have come to us wanting their watch to be customised or even wanting a watch that we have customised from our own ideas.
Ultimately, there is something out there for anyone, which can be applied to watches.
Instead of searching for a plain watch, one may be searching for a custom bespoke watch. Moreover, the struggles in getting a watch from the AD is enough so if one doesn’t own a watch and customisation intrigues a customer, they will turn to the grey market and whilst searching, it is easy to stumble across a custom piece.
Finally, brands have created their own factory-set custom bespoke watches.
If brands are customising watches themselves, they must be aware of the current culture surrounding creative freedom and customisation.
There have been some absolutely beautiful pieces released, due to this, companies have been inspired to do the same and customise watches. Even some replicating the factory-set models so that customers are able to get their hands on a piece that is extremely identical to the factory-set watch.
Our custom diamond set rainbow Daytona © Time4Diamonds
In conclusion, customisation should no longer be considered a taboo and start to become accepted by all. The reasoning against customisation is understandable, yet times have changed and people have to accept that customisation has become glorified in recent years.
The current culture of arts and craft is pushing boundaries, inspiring companies in the watch industry to design and create custom watches and fans or collectors to open their mind to a new adventure.
Whether you agree or disagree, customisation is a form of art and should be appreciated.
Ultimately, it comes down to who buys the watch and if a client wants their watch customised, meaning there isn’t really a wrong side to creating bespoke watches.
