The Telegraph UK 2020 - The sky's limit: inside world 10m personalised watches

Backes & Strauss

When it comes to understanding the true meaning of luxury, the world’s oldest diamond company is a master. For watch and jewellery maker Backes & Strauss, founded in 1789, private client commissions are nothing new, although CEO Vartkess Knadjian says he has noticed an increased demand for bespoke pieces in recent years, with prices for one-offs ranging from £50,000 to well over £1m.

Backes & Strauss Royal Berkeley Emperor Tourbillon

Backes & Strauss Royal Berkeley Emperor Tourbillon piece unique
A Backes & Strauss client has the option to select the case material and gemstones, as well as their cuts and the setting. They can choose whether the dial is gem-set, enamelled or hand-painted and add combinations of complications. “We are engaging with people from different backgrounds and cultures,” Knadjian says, “so each commission needs a different approach to understand and interpret the client's desires and expectations.”

Although the CEO is tight-lipped about the majority of client requests, he does, with permission, mention one current order for two watches bearing the Union Flag on the dial in diamonds, rubies and sapphires. “There is also a unique seconds hand, which includes an ampersand symbol on one end and the Backes & Strauss Ostrich logo on the other," he says, explaining the lengths to which his watchmakers will go to deliver on a request. "This is a big challenge as we have to make it with a material that will be both strong and light enough for the job.”