Crafted in Geneva, the capital of luxury timepieces, Graff watches are inspired by the unique facetted design of the classic cut of a diamond, timeless yet contemporary. Equipped with a fine Swiss movement, each piece is enriched by diamonds selected by Graff gemologists.

In addition to their unique case shape, Graff watches possess many distinctive features such as a diamond-tipped crown and a facetted transparent sapphire crystal case back. A triangular cut emerald set at twelve o’clock is the mark of all Graff watches.

Laurence Graff,“The King of Diamonds”

For more than 30 years the name Graff has been synonymous with the most fabulous jewels in the world. The world’s rarest and most historic diamonds are Laurence Graff’s passion. Their mystery, history and future continue to enchant this entrepreneur whose life has been nothing short of extraordinary. “Diamonds are my passion. I was born to be amongst diamonds.” It has been said that more important gem quality diamonds, such as The Hope of Africa, The Star of America and The Lesotho Promise, have passed through his hands than any other dealer.

Sourcing significant rough diamonds from the mines is the initial step in creating an exquisite final piece of jewellery. The cutting, polishing and setting of the stones are done in house at various Graff locations worldwide.

Laurence Graff symoblises the global brand he has created with over 30 stores worldwide in some of the most prestigious cities including London, New York, Geneva, Las Vegas, Dubai, Moscow, Hong Kong, Tokyo and Monte Carlo among many others, with new stores opening in Shanghai and St. Petersburg later this year.

Michel Pitteloud, CEO of Graff Luxury Watches

With over thirty years of experience in the watch and jewellery industry, Michel Pitteloud was the perfect choice to lead the creation of Graff Luxury Watches. In 2004, after working for various companies in the jewellery and watch trade, Pitteloud began to work as an independent consultant to luxury brands.

In early 2008 he approached Laurence Graff who asked him to develop a comprehensive watch project; in May of that year the project was complete, and he was named CEO of Graff Luxury Watches S.A. The Graff Luxury Watches line was launched at a press conference in Basel, Switzerland on 25 March 2009, on the eve of Baselworld, the leading watch and jewellery trade show.

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