It seems somewhat of a contradiction, as such an esteemed and respected name in diamond trading, to have watches in their collection that are not set with precious stones. In fact, it illustrates how far Graff has come, as their watches are now generally accepted as masterpieces, even without diamonds.
The challenge for Graff is that reverse of what most other watch brands have to deal with. While many must ensure that their diamond-set watches are still infused with enough brand DNA to show family distinction, Graff seems to have to work the other way around. While this seems far more like a challenge, the brand does it with a seemingly effortless ease.
Their secret can be summed up as movements, shapes, and details. When a watch is set with gemstones it is not uncommon for the brand which made it, to make it all about the gemstones and fit it with a simple, often quartz, movement. Graff never took this road and uses high-end manufacture movements, that more often than not are equipped with sophisticated complications.
The shape of the cases of many of Graff‘s watches are perfect to set with diamonds or other gemstones, but even without, their distinct design help them stand out of the crowd. They give the watch a character that even goes beyond the use of precious stones, as well as make them easily recognizable as being a Graff.
True luxury is all about the details, or in fact that no detail is overlooked, but rather over-engineered. Of course, this starts with a perfect finish, of not only the movements but also the cases, crowns, straps, and clasps. When the quality of this is ensured, a brand can build on this with more in-depth, and captivating, details. Graff does this for example with the finishing of the bridges and main plate of their movements. Some, like the MasterGraff GyroGraff World, features a beautiful geometric pattern, while others have the Graff logo inlaid with mother-of-pearl as decoration. Both are not only stunning but give an extra dimension of owning a Graff, and while their gemstone set watches are a true treat, also the ones that go without are not lacking anything!