BESPOKE WATCHES - the next trend?  0 Comments


In a very interesting report found in linked below, there appears to be a new trend for some watchmakers to provide a new service that assembles or fabricate watches to one's own custom design. This appears to be the rebirth of the concept of mass-customisation. A concept that was developed during the dotcom boom for those who wanted for example, a very personalised pair of Levi's jeans with shape, colour thread, fade spots etc. Similarly, it appears that the brands featured in the CNET report shows that the brands offer the customers a choice of a variety of movements, dials and bezels.
However, the report also mentions that Vacheron Constantin started offering complete customisation services back in December 2006 - for their well heeled customers (for US$1 million and up).

Will such services and manufacturing processes for the customer catch on in a big way with other brands? I have my doubts. Brand managers want to create an identity for their watches and they need to look as if they are capable of bringing into the market newer, better and more exciting designs. If they allowed such a process, then the established manufacturing and marketing machinery will need to be overhauled. So, while the concept is great and caters to the more well heeled as well as those who want uniqueness, I have doubts that it will work. Afterall, if I had a truly unique custom made watch on my wrist from Brand X, who is stopping you from customising exactly the same piece with that Brand?
Unless of course, you have a cool million to spend on a special customised piece - possibly with a condition that Vacheron will not remake your special one off design.

Design your own watch without leaving home CNET



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  • This is a personal blog of Harry SK Tan on all things pertaining to Horology - from watch collecting, horolography, news and developments from all over the world particularly Singapore.
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