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Let’s get one thing straight: GRAFF is a jewelry house.
We’re talking one of the top names in high jewelry globally — the kind of brand that sells 100-carat diamonds to royalty and private clients who don’t blink at eight-figure receipts.
So when they decided to get into watchmaking, they didn’t exactly tiptoe in.
Instead, they built mechanical watches that sparkle harder than most red carpets — often with serious complications, serious materials, and a whole lot of carats.
If you’re the kind of collector who says, “I don’t care about jewelry brands doing watches,” fine. But just know: GRAFF watches are not playing around — and some of them are legit haute horlogerie.
Let’s get one thing straight: GRAFF is a jewelry house.
We’re talking one of the top names in high jewelry globally — the kind of brand that sells 100-carat diamonds to royalty and private clients who don’t blink at eight-figure receipts.
So when they decided to get into watchmaking, they didn’t exactly tiptoe in.
Instead, they built mechanical watches that sparkle harder than most red carpets — often with serious complications, serious materials, and a whole lot of carats.
If you’re the kind of collector who says, “I don’t care about jewelry brands doing watches,” fine. But just know: GRAFF watches are not playing around — and some of them are legit haute horlogerie.
Founded by Laurence Graff in London in the 1960s, GRAFF became the name in diamonds — famous for cutting and selling some of the world’s most valuable stones. Over time, the brand expanded into watches, starting with high-jewelry quartz pieces, but quickly leveling up into in-house complications, tourbillons, and serious mechanical design.
By the 2010s, GRAFF had invested heavily in Geneva-based manufacturing — even developing proprietary calibers with respected complications manufacturers.
The result? A watch lineup that’s half red carpet, half R&D lab — and priced accordingly.
Movements are usually in-house developed or built in collaboration with top-tier Swiss suppliers. Finishing can be shockingly high-end… just hidden behind a wall of diamonds.
They’re not tool watches. But don’t confuse shine with softness — GRAFF’s best pieces have the mechanics to back it all up.
GRAFF watches today fall into two clear lanes:
Distribution is tight — typically via boutique or private appointment. And if you’re seeing one on the secondary market? It probably cost someone six figures — and they wore it to exactly one gala.
Look — GRAFF watches aren’t for every collector. You’re not taking one on a dive trip. You’re not timing laps at Laguna Seca.
But if you appreciate luxury craftsmanship, movement innovation, and the kind of design confidence that most brands wouldn’t dare attempt? GRAFF deserves your attention.
I’ve handled a few tourbillon pieces that were shockingly well built. And while the diamonds might steal the show, the movements underneath are no joke. These aren’t slapped-together fashion watches. They’re serious Swiss complications — dressed to kill.
If you’re tired of hearing the same five brand names at every dinner and want something bespoke, technical, and utterly unapologetic, GRAFF is your move.
GRAFF doesn’t make watches for the forum crowd.
They make watches for the client who says, “I want that — but one of one.”
Delray Watch occasionally sees rare GRAFF watches — especially MasterGraff and GraffStar models.
Be the first to know when new GRAFF watches are available - subscribe for insider access here
Founded by Laurence Graff in London in the 1960s, GRAFF became the name in diamonds — famous for cutting and selling some of the world’s most valuable stones. Over time, the brand expanded into watches, starting with high-jewelry quartz pieces, but quickly leveling up into in-house complications, tourbillons, and serious mechanical design.
By the 2010s, GRAFF had invested heavily in Geneva-based manufacturing — even developing proprietary calibers with respected complications manufacturers.
The result? A watch lineup that’s half red carpet, half R&D lab — and priced accordingly.
Movements are usually in-house developed or built in collaboration with top-tier Swiss suppliers. Finishing can be shockingly high-end… just hidden behind a wall of diamonds.
They’re not tool watches. But don’t confuse shine with softness — GRAFF’s best pieces have the mechanics to back it all up.
GRAFF watches today fall into two clear lanes:
Distribution is tight — typically via boutique or private appointment. And if you’re seeing one on the secondary market? It probably cost someone six figures — and they wore it to exactly one gala.
Look — GRAFF watches aren’t for every collector. You’re not taking one on a dive trip. You’re not timing laps at Laguna Seca.
But if you appreciate luxury craftsmanship, movement innovation, and the kind of design confidence that most brands wouldn’t dare attempt? GRAFF deserves your attention.
I’ve handled a few tourbillon pieces that were shockingly well built. And while the diamonds might steal the show, the movements underneath are no joke. These aren’t slapped-together fashion watches. They’re serious Swiss complications — dressed to kill.
If you’re tired of hearing the same five brand names at every dinner and want something bespoke, technical, and utterly unapologetic, GRAFF is your move.
GRAFF doesn’t make watches for the forum crowd.
They make watches for the client who says, “I want that — but one of one.”
Delray Watch occasionally sees rare GRAFF watches — especially MasterGraff and GraffStar models.
Be the first to know when new GRAFF watches are available - subscribe for insider access here