Luxury jewelry brand Graff didn’t have an official presence at Baselworld 2013. However, company representatives were in the city of Basel, where the world’s largest Swiss watch tradeshow is held, to display its new collection of luxury timepieces to the press at a nearby hotel. It is fairly common for companies to hold viewings of their products outside of the tradeshow grounds.
There are a variety of reasons why a company would do this. In Graff’s case the reason is it doesn’t sell to the trade. Instead, it sells directly to consumers through an international network of branded boutiques. The founder of the London-based jeweler, Laurence Graff, is known for purchasing some of the most valuable diamonds and colored gems in the world; and for creating and building bold, elegant jewelry pieces with statement diamonds and gems for private clients. As one would expect of Graff, the luxury watches on display were big and bold with plenty of diamonds and gems.
White gold, rose gold and DLC are used for bezels shaped in a faceted motif that has the appearance of a single diamond, with lugs serving as prongs that would hold the “diamond” in place. Dials come in several colors (from navy blue to black and white) and materials include mother-of-pearl and diamonds. A signature statement on the dial is a triangular emerald or diamond above 12 o’clock. Even with the bling factor in these pieces, there’s also a refinement to the designs, a notable characteristic of Graff products.
In addition, these watches in the accompanying slideshow are more than just show pieces. Complications such as tourbillions and chronograph elements are commonplace. All are mechanical movements with some using the Graff Caliber 1, designed and built in Switzerland for Graff.
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