Photo Courtesy or Jaztime
In the past, if a watch owner wanted to customize their watch, they usually had only one option: to seek out a watchmaker who would do custom add-ons. This left many people with a dilemma, as these kinds of customizations can make a watch more unique, but they can also hurt the value of a watch.
However, horology enthusiasts who love to stand out from the crowd will be thrilled by a new development in luxury watches: many watch manufacturers have begun offering factory customization options. Offering this service shows that these watch companies are observing a larger trend in fashion and jewelry, which is that more consumers seem to want more unique options that help them express their personal style.
So, which watch manufacturers are leading the customization trend? The luxury watch companies that are now offering factory customization include Cartier, IWC, and Jaeger-LeCoultre.
IWC’s Factory Customization Options: Ingenieur Chronograph
IWC has begun offering customization options on their Ingenieur Chronograph. The luxury watch company now has a Ingenieur Chronograph builder on their website, where customers can customize their watch case material, the color of their dial and dial hands, the materials and colors of their watch band, and they can even engrave their case with a custom engraving.
Jaeger-LeCoultre Customization Options: Atelier Reverso
Jaeger-LeCoultre offers an absolutely incredible amount of customization options on their signature swivel watch. Through using their Atelier Reverso program (which can be done in store or via their app), customers can choose from custom case sizes, watch functions, band colors, band lengths, dial materials, dial colors, engraving options, and more. The huge number of customization possibilities through their Atelier Reverso program allows Jaeger-LeCoultre customers the opportunity to create highly unique pieces.
Will Factory Customization Become the New Normal?
If the market responds well to these new factory customization options, offering customization could very well become the new normal in luxury watches. Only time will tell what luxury watchmakers will lean toward: embracing more customization options or continuing with the old tradition of offering limited models. We’re excited to see what developments the coming years hold.