Customizing Time

As more and more of today’s consumers look for watches that make a truly personal statement, the art of customization is in rising demand. Here we offer one of the most comprehensive looks at customizing time.

- Roberta Naas

It’s been a centuries-old trend in clothing: bespoke tailoring is all about making a singular suit or pair of shoes designed expressly for an individual. Today, as more customers are looking to express their individuality, the concept of having a custom-made watch is taking on all-new meaning. People are looking for something edgy, different, and expressive of their own thoughts, hobbies or love. But are watchmakers ready to comply?

“A personalized approach through customization is key for high-end clients, and particularly those with a penchant for Haute Horlogerie,” says Julien Tornare, CEO of Zenith Watch Company. “We see high demand for this service, and delivering it is part of our commitment to fulfilling client expectations. We create custom pieces for clients who are not interested in wearing watches generally available to the public; they prefer unique examples of watchmaking, a way for them to be actively involved in the creation of a timepiece. And this trend is not slowing down; on the contrary, it is rising.”

Having a customized or unique watch is not a new concept. Historically speaking, many of the top watch brands made unique watches a century ago for their top clients. Easily one of the most impressive examples comes in the form of a gentlemen’s race between automobile engineer James Ward Packard and financial banker and art collector Henry Graves, each of whom would regularly turn to Patek Philippe and Vacheron Constantin to have the most complicated watches built for them.