The acquiring and cutting of the world’s most important diamonds is the foundation of Graff, completed by an ethos of quality in all aspects of the family-run business. Complex calibres continue to amaze watch aficionados, while artisanal savoir-faire delights even the most discerning culturally-aware audiences.
What has been the most important event for Graff this past year?
We are well known for cutting and polishing important diamonds, and this past year we have purchased four rough diamonds that have all made the headlines. The most extraordinary was the 1,190-carat Lesedi La Rona, the largest gem quality rough diamond discovered in over 100 years, and the world’s most valuable rough diamond. We are very excited about the cutting and polishing of it. Acquiring important diamonds continues to be the foundation of our business, and it is an activity that we treasure.
What principles define Graff?
Quality is the most important thing – quality of the brand, what the brand stands for and what the brand creates. We are known for selling the very best of the best and we have a worldwide reputation to uphold. Because we are vertically integrated from the ground right through to retail, a very important part of our business is the production of the diamonds. That really defines us as a company. We source and cut the diamonds, which means we are in control of our own destiny and can grow knowing that we can supply ourselves with what we need to carry out that expansion. Being a family business and the fact that we have a foothold in every aspect of the business from production to design to retail are what really set us apart.
What ambitions does Graff Luxury Watches have for high-jewellery watches?
Our women’s watches are so unique because they embody what we do best. Using computer-aided design (CAD) and 3D printing means we can complement the traditional craftsmanship for which we are renowned with 21st-century technology. We are now creating high jewellery watches that are far more complex in terms of their construction. We are currently working on two secret watches that use CAD and 3D printing in order to create an intricate mechanism. This cutting-edge technology is allowing us to make very precious watches that are lighter and more wearable, with very little metal on show. Going forward, we will continue to push the boundaries of innovation in terms of both horology and diamond design.
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