Famed jewelry brand Graff is launching its first watch collection and debuted the new line with a celebratory event at Grandhotel Les Trois Rois in Basel, Switzerland on March 25 – the night before the watch industry’s event, Baselworld 2009.
The watches have been in development since January 2008, and fittingly, the line is inspired by diamonds with metal and sometimes diamond-covered cases and bezels of the round watches are faceted like a round-cut diamond with interjecting surface planes. Further, each watch has a diamond-tipped crown, a faceted transparent sapphire crystal case back to make movements visible and a triangular-cut emerald at the 12-hour mark on the dial. The watches are made by ten different workshops in Switzerland and they come in five limited edition watch styles.
The ChronoGraff is the style meant for both men and women and has a chronograph movement and a black leather or rubber strap that is contoured like the watchcase. The GraffStar is the more dressy watch and it has a star pattern in relief on the dial. The GraffSuperstar and BabyGraff are ladies’ diamond dress watches with, respectively, 59 and 24 carats of diamonds. The MasterGraff comes with options including, for example, a bezel set with 28.8 carats of diamonds, a tourbillon carriage, and a platinum case. There will only be 30 MasterGraffs made and prices for the watches start at $16,000.
Graff founder Laurence Graff told a WWD reporter that Graff has had diamond dress watches and other watches in the past, but that the new luxury Graff watch collection will “epitomize all that is Graff in design and excellence, so it’s a collection that stands on its own — a natural progression for.”