As more and more of today?s consumers look for watches that make a truly personal statement, the art of customization is in rising demand. In this feature from our October 2020 issue, WatchTime contributor and author Roberta Naas offers one of the most comprehensive looks at customizing time.

H. Moser & Cie. created a one-off customized watch for a client?s wife for their anniversary. The brand was instructed to use the color blue, amethyst gemstones and a dragon. The result is a work of art.

It?s been a centuries-old trend in clothing: bespoke tailoring is all about making a singular suit or pair of shoes designed expressly for an individual. Today, as more customers are looking to express their individuality, the concept of having a custom-made watch is taking on all-new meaning. People are looking for something edgy, different and expressive of their own thoughts, hobbies or loves. But are watchmakers ready to comply"
?A personalized approach through customization is key for high-end clients, and particularly those with a penchant for haute horlogerie,? says Julien Tornare, CEO of Zenith Watch Company. ?We see high demand for this service, and delivering it is part of our commitment to fulfilling client expectations. We create custom pieces for clients who are not interested in wearing watches generally available to the public; they prefer unique examples of watchmaking, a way for them to be actively involved in the creation of a timepiece. And this tre...