Watch collectors

Customisation: from exclusive to unique


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March 2021

Customisation: from exclusive to unique

While production volumes for the Swiss watch industry are falling sharply, a segment that seems to be more resilient is that of customising collectors’ watches, to make already exclusive models even more unique. Established brands are beginning to build official partnerships focused on limited series with these specialists, who have hitherto tended to operate without the approval of the companies concerned. We met some key figures active in every price segment.


t the beginning of 2021, a fully skeletonised Nautilus 5711 (including its PP 26-330 calibre) with forged carbon bezel was one of the most commented-on and shared models on social networks. This model was transformed, in accordance with the wishes of a wealthy collector, by Artisans de Genève, a company specialising in watch customisation.

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