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Graff watches capture all the finesse of the firm’s jewellery heritage.


Graff Diamonds is the fruit of the labours of one man: Laurence Graff, born in 1938 in Stepney, England. At the age of 15, he left school and went into partnership with a jeweller by the name of Schindler, who specialised in repairing rings and designing small items of jewellery.

When Schindler's business went bankrupt, Laurence Graff began to sell his own creations to British jewellers. Meeting with increasing success, he opened the first two stores in his own name when he was only 24. It was on this occasion that he founded “Graff Diamonds”. He earned international renown, extending as far as the royal courts in the Middle East – where he became not only official jeweller but also a personal friend to many sovereigns.

In 2008, Laurence Graff created a watchmaking division, with the management entrusted to Michel Pitteloud – acclaimed for his experience in leading firms such as Bulgari, Harry Winston and Corum – and the first collections were presented in 2009: GraffSuperStar, Chronograff and MasterGraff. Graff Diamonds enthusiasts can also create their own bespoke timepieces.

Laurence Graff born.
Graff Diamonds founded.
Graff Luxury Watches founded.
Presentation of the first watchmaking collections.
For the first time in its history, Graff showcases its new watch and jewellery creations at Baselworld.

Graff Luxury Watches are inspired by the perfectly-cut diamonds for which the company is famous. Each month, Graff cuts and polishes thousands of carats of rough diamonds for use in its jewellery and watches. The company adheres to the Kimberley process to avoid buying or trading rough diamonds from areas where it would encourage conflict. Furthermore, every Graff diamond bears a laser-engraved GIA tracking number that acts as a guarantee of its provenance while remaining invisible to the naked eye.

Graff watches are the perfect combination between the finest in Switzerland’s horological traditions and the supreme skill of the brand’s gem setters. They are available in a wide choice of models to appeal to men and women, with Graff’s bespoke timepieces offering the ultimate touch of luxury to the discerning collector.



A testament to Graff’s experience in sourcing and cutting precious stones, the Butterfly collection features watches with a tiny 16mm dial surrounded by a profusion of colourless and coloured marquise and pear-shaped stones that form the outline of a butterfly. The pièce de résistance in the collection is the full motif model that is set with 1,641 hand-selected diamonds and 108 multi-coloured sapphires, requiring over 650 hours of stone setting work.


The foundation for Graff’s sports watch collection, the ChronoGraff offers optimum legibility of the chronograph function through the use of rotating discs rather than counters with hands. A touch of DLC coating adds to the sporty look, although the bezel is, of course, also available with a diamond setting.


The combined expertise of Graff’s London-based design team and Geneva’s watchmakers is found in the GraffStar collection, which cleverly incorporates precious stones to highlight the different horological complications such as the big date and power reserve.


Its unmistakable case design resembles the facets of a cut diamond yet remains ultra-thin with a thickness of just 7.05mm. This is also in spite of the complicated flying tourbillon at 6 o’clock on the dial.


The ScubaGraff collection meets all the requirements for a true diver’s watch in a sporty case with a hidden secret: the octopus emblem engraved on to the solid case back is covered with a layer of ocean-blue grand feu enamel.


The GyroGraff was the world’s first watch to combine a hand-engraved 3D moonphase complication with a double-axis tourbillon. A discreet power reserve indicator at 11 o’clock shows the amount of the 60-hour power reserve remaining, while a constant-force mechanism ensures that the torque applied to the escapement remains stable over the entire duration of the power reserve.

Jewellery Watches

Each piece in the collection, inspired by the numerous themes of nature – from forms to flowers and creatures – begins with a hand-drawn sketch. It is then brought to life with the generous application of precious stones to accentuate the colour, complement the design and add an unmistakable shimmer to these very special timepieces.