Graff’s new flagship store

Graff’s new flagship store is open in the heart of Paris’s luxury shopping district. With an exclusive address at 237 Rue Saint-Honoré, the beautifully appointed 370sq m boutique will boost Graff’s presence in Paris and provide exclusive spaces, including a Bridal Room, High Jewellery Room, VIP Salon and the Treasury – the first of its kind for Graff in which clients can fully immerse themselves in the Graff experience.

The façade respectfully pays homage to the existing classical architecture of Rue Saint- Honoré whilst incorporating delightful new features, including hand-brushed, warm silver metal cladding and patinated accent mullions with innovative lava drop textures. Interspersed along the window bays are Graff’s signature illuminated icon elements.

Graff’s new flagship store

Inside the salon

Approximately 7m high, the sumptuous interiors of the double-height salon have been envisaged by the celebrated American architect Peter Marino. Known for his “couture” sensibility and use of noble natural materials, Marino has given a twist of modernity to the classic architecture of the salon by playing with unique finishes, such as contemporary green scagliola pilasters.

The salon is flooded with light, which reflects off the Roland Mellan mirrors and bespoke bronze and rock crystal Thaddeus Wolfe chandeliers, complemented by gilded, hand-embossed velvet walls. Striking antique bronze André Dubreuil pedestals in limestone and glittery green Vals stone line the walls and grace the marble floors, shaped like the facets of a diamond.

A sculpture by Jean Arp a founding member of the Dadaism art movement – dominates the anteroom. Titled Torse gerbe, the biomorphic masterpiece features the sinuous form of a torso in bronze and is from Laurence Graff’s personal art collection.

Glamorous gilded mirror panels inlaid with palladium leaves and sparkling glitter, alongside white scagliola trompe l’oeil pilasters, line the walls. Accents include a stunning chandelier by the glass artist Nathalie Pasqua Ziegler formed of myriad white opalescent and mirrored flowers, and lamps by Roberto Giulio Rida in gold brass and semi- precious stones.

The High Jewellery Room

A majestic silver double door at the rear of the Bridal Room leads to the spectacular High Jewellery Room, where Graff’s finest one of a kind creations are showcased.

A colour palette of muted pastels creates an atmosphere of complete serenity, inspired
by the French Impressionist artist Claude Monet’s iconic lily pads. Walls are lined with hand-painted parchment, with crystal and silvered brass chandeliers by J&L Lobmyer and a stainless steel cocktail table by Juan and Paloma Garrido.

The Bridal Room

Illuminating the feminine, poetic Bridal Room is a magnificent, unexpected geodesic ceiling dome. Evoking the shape of a diamond, each facet was individually designed by Peter Marino to suffuse the room with light. Below, a round gold vitrine – also faceted like a diamond – displays Graff’s most exceptional bridal jewellery and solitaire diamond rings.

The Treasury

For the first time in Graff’s history, the House will also be unveiling a spectacular Treasury filled with its most imaginative and emotive creations. When guests step inside they will be transported to another world in which wonder abounds, with walls crafted from iridescent, petroleum green peacock feathers, each of which has been applied by hand. Hidden amongst the feathers are three spectacular showcases that, when opened, reveal exclusive treasures from Laurence Graff’s private safe.

The VIP Salon

The exquisite attention to detail continues in the VIP Salon. The cool aquatic hues of the custom crackled lacquered canvas walls are accompanied by discerning furnishings, including an opulent silvered cast brass and Murano glass cocktail table by Vincenzo de Cotiis, a platinum Barnaby Barford anamorphic mirror and a sculpted “Tall Dragon Scale Box”, designed by Peter Marino.

Graff’s new flagship store

Nicolas Sestito

Let us take you on a quest for glitz, glamour, diamonds and the most delicate things of life. Our intrepid journey will take you deep into the realms of the ultra-rich, the ultra-exclusive and on an odyssey of abundance and excellence. Our expedition starts high up on the temples of heaven, across the great wall of China and ends deep into the jungles and the savanna for a one of a kind experience into the wild, where endangered species thrive and roam freely. Our next stop takes us where very few have been before. We were granted exclusive access into the coveted and privileged world of the house of GRAFF.


Our team was invited to interview in person none other than Chief Executive Officer of Graff Luxury Watches, Nicolas Sestito. Mister Sestito successfully leads the Luxury watch division for Graff; he plays a critical role in product development, operations management and ensures the highest standards for global sales services and after-sales. He has accumulated a wealth of watchmaking experience, including design, development and manufacturing. He kindly shared his precious time and granted us a private moment to discuss this year’s breathtaking novelties for Graff Watches. From the brand new “GyroGraff Temple of Heaven and Great Wall of China” to the awe-inspiring “GyroGraff Endangered Species”. The journey you are about to embark on is not for the faint-hearted.

Nicolas Sestito

For over a century now, the house of Graff has defined what pure luxury means. Few names in the industry from High Jewellery to High horology brands come even close to the level of mastery Graff Diamonds accomplishes as standard daily. Graff has the most saute after clientele on the globe and achieves time and time again the strictest consistency thru out the whole organisational chain, its verticalised business structure guarantees excellence from R&D to the retail and with over 60 boutiques scattered in the four corners of the globe, Impressive is but an understatement.


The level of finish and sheer magnitude that goes into creating and crafting a Graff timepiece is extraordinary. Each timekeeper and jewellery piece is painstakingly turned into a unique work of art, with its rare presence and strong character, capable of capturing, the inner human spirit. It is also important to note that the house of Graff has also dominated the list of historical and critical rough diamonds discovered, cut and polished this century. Some of the rarest diamonds include the 1,109-carat Lesedi La Rona, the largest rough diamond discovered since 1905. But also The Graff Venus, The Lesotho Promise, The Delaire Sunrise, The Wittelsbach-Graff, The Graff Perfection, The Graff Pink and The Golden Empress, to name a few.

The Pinnacle of excellence is shared across the whole organisation and since the launch in 2008 of their watch division. Graff has upheld that same philosophy “The Most Fabulous Jewels in the World.”


For this new collection release in Baselworld 2019, both timekeepers are inspired by legendary periods in Chinas rich history. The “Ming Dynasty” or better known as the “Great Ming Empire.” The Ming dynasty was the ruling dynasty of China that ruled for 276 years from (1368–1644) following the collapse of the Mongolled Yuan dynasty.

Both watches tell extraordinary stories. The first timekeeper fittingly called “the Great Wall of China” is depicted in vivid detail on the GyroGraff. The dial of the “GryoGraff” has four distinctive layers, each in relief, starting with a background made of aventurine, creating the look of a starry sky. The second builds the towers and walls, made from a hand-engraved gold mount. The brick detailing is added by a skilled artist using special ink that will patinate the gold. The third is the green forest, made of finely-hammered gold, and also miniature painted. The fourth is the paved area of the wall that climbs up the dial, and the top level of the right-hand tower, both of which are invisibly-set with baguette-cut diamonds, all of which are a unique shape and weight.


Both watches are powered by a spectacular hand-wound calibre, a spell-binding mechanical creation that features a unique trio of complications – a whirring double- axis tourbillon, a three-dimensional moon phase and a power reserve indicator.

The three-dimensional white-gold moon phase complication at 10 o’clock is an artistic tour de force in its own right. It is hand-engraved, creating a true-to-life map of the lunar surface’s craters. The black cover representing the shadow of the Earth advances twice a day and completes a full rotation over a period of 29.5 days, poetically relaying the phase of the moon. The watch has a 65-hour power reserve indicated at 1 o’clock alongside Graff’s diamond-set icon at noon.

Both pieces have 48mm rose-gold cases decorated with invisible mosaic- set baguette-cut diamonds, and each watch comes on a black alligator strap with a diamond-set deployment clasp buckle.

The Graff GyroGraff Great Wall of China and GyroGraff Temple of Heaven represent the next chapter in the GyroGraff story and serve as a vivid reminder of the vision, creativity, skills and exquisite artistry of Graff’s artisans and watchmakers.


The five dials depict either an elephant, a tiger, a panda, a gorilla or a rhino (the World Wildlife Fund lists all five as being under threat). The animals were created from a combination of polished metal parts and precious stones, each of which are unique in size, weight and cut. These parts have been individually set into the dial by hand to create the form of each animal.

The dials require careful, detailed planning. The process starts with artistic drawings of the dials, with openings for the GyroGraff’s signature double-axis tourbillon and spherical moon phase complications, and with space for a power reserve indicator at 1 o’clock. Skilled artisans and highly experienced engineers then work together to create detailed technical drawings that break the dials down into the individual components that will come together to create the final form.


The number of individual dial components depends on the design – the gorilla has the most at 139, the elephant has 135, the tiger 127, and the panda 112.

The dials feature between three and six more massive mounts depending on the piece, each of them unique. Each gold mount then holds several white or black gold ‘plaquettes’, or small plates. Each plaquette carries a number that can only be seen under a microscope and that corresponds to the gold part or stone explicitly created for it. It is the gem-setters’ job to match these up during assembly. There is no room for error.


As our journey comes to an end, we can only be amazed by what we have seen, heard and experienced. Graff has again stayed true to its principles of excellence and has managed to awake the inner spark and delight us with their awesome creations filled with artisanship and expert skills.

Interviewed by Pascal Grenacher

Produced by Alberic Virchaux

A series of MasterGraff Ultra Flat Tourbillon métiers d’art timepieces have been created featuring extravagantly opulent dials inspired by Japanese art and culture. Fusing Graff’s expert gem-setting with the age-old technique of micro-painting, exquisite enamelling and a flying tourbillon housed within a remarkably slim case, the Dragon, Samurai Warrior and Murakami-inspired dials are truly groundbreaking works of wearable art.



This year, at Baselworld 2018, we were kindly invited by Nicolas Sestito, the CEO of Graff Luxury Watches. Nicolas Sestito has a wealth of watchmaking experience, he is an accomplished master craftsman.

Which also includes design, development and manufacturing. He plays a critical role in product development, operations management and ensures high standards of global sales service with after-sales care.

We discussed, on location, at the Graff’s booth in Baselworld 2018, the brand’s heritage and their vision for the future. Graff also, unveiled to us this year’s stunning new collection and much more.

If you have ever wondered, what it requires to provide the exclusive to the most demanding, then look no further and click play to listen to this exclusive interview of the man behind the most spellbinding jewelry and watch brand in the world.

Interviewed by Alberic Virchaux

Graff’s latest GyroGraff timepieces take on a new perspective, with inspiration ignited from the Graff family’s passion for cars.
Three unique scenes capture this high-speed world by putting the wearer in the driving seat. A highly original take on a watch dial, each one is an intricate work of art showcasing some of the world’s most complex métiers d’art techniques.

One offers an inside-the-cockpit view of a race at night, the technique of marquetry was used to carve out the carbon dashboard, while the timepiece’s double-axis tourbillon is transformed into the steering wheel.

Another design shows a vintage car, emblazoned with the number 8. The driver and the steering wheel have been crafted using different levels of cut out appliques, each element has been hand painted using the technique of peinture miniature.

The third new GyroGraff timepiece, in warm rose gold, features a car speeding through the city at night under an aventurine sky, with the double-axis tourbillon performing its hypnotic rotations between the driver’s hands. The blurred lights appear as neon flashes in the sky – an atmospheric miniature painting that required complete mastery of the skill.

The details on the dashboard of each car are hyper realistic and were achieved using a technique known as decal, or transfer printing. Each element – a layer of ink – is painstakingly transferred from an engraved plate to the dial using a silicone pad. This requires a completely dust-free environment, the steadiest of hands and infinite patience.
Car aficionados will be drawn to these unique watches. The three exhilarating journeys depicted on the dials capture the thrill of travelling at full throttle and the excitement of being behind the wheel of a powerful motor.

Each artistic, dial is complemented by an extremely complex movement that is exclusive to Graff Luxury Watches: an innovative three- dimensional moon phase indicator that charts the daily progression of the moon and is visible through the front and back of the dial. A double- axis tourbillon sits at 7 o’clock while a 72-hour power reserve indicator is positioned at 1 o’clock.

Graff’s métiers d’art timepieces are the pinnacle of watchmaking prowess. Fusing the world’s most sophisticated horological engineering with breathtaking artistry, the creation of each dial is a multi-layered process. Each GyroGraff timepiece has a domed dial on which there are three to four levels of relief, allowing Graff’s master craftsmen to build up the level of detail. This gives each dial a unique, astonishingly realistic three dimensional quality.

In an extraordinary feat of intricate craftsmanship, Graff’s master watchmakers have created the Graff Floral timepiece, an exquisite watch featuring the balletic dance of captivating, colourful flowers. Three of the enchanting blossoms positioned at 8 o’ clock, 10 o’ clock and 1 o’ clock continuously rotate, in a graceful, hypnotic and mesmerising display of horological prowess and lively elegance.

This romantic and feminine design combines all of the world’s most complex métiers d’art techniques: enamel painting, micro-painting and extraordinarily intricate diamond setting – bringing the world’s most sophisticated artisanal savoir-faire to an extremely wearable timepiece.

Our enduring fascination with colour spans all cultures, all centuries – with different shades influencing us in surprising ways, stimulating our senses, evoking meaning and inspiring a range of emotions.

The Graff Floral is available in four distinct colourways: pink, blue, purple and white. Each of these timepieces displays a distinct persona, ranging from the calm, serene tones of the blue dial, to the fiery, passionate hues upon the pink dial; reflecting the myriad personalities of Graff’s varied female clientele.
Ever influenced by nature’s bounteous flora and fauna, the flowers upon the new Graff Floral timepiece take their inspiration from the exquisite gardens at the Delaire Graff Estate, South Africa, where vibrant and vivacious blooms grow in rich abundance.

The enamel flowers are created using an ancient yet extremely challenging process, whereby master craftsmen hand-cut each flower from white gold before enameling each petal. The artisan must perfect the precise hue of each bloom by hand, resulting in entirely unique shades for each dial. Each watch face becomes an individual work of art, requiring up to fifty hours of work to complete.

Great consideration has gone into not only the watches’ flora-inspired dials, but their feel, finish and equilibrium, which are the result of a harmonious collaboration between Graff’s London atelier and our Swiss watchmakers.
Featuring a scintillating pavé diamond bezel, with pavé diamonds also set upon the bridge, the Graff Floral timepiece is the perfect companion to Graff’s many floral inspired jewellery collections.


The rich and romantic language of flowers has long inspired the design of Graff jewellery. It naturally follows that this most classic of decorative details is equally appropriate in timekeeping, as Graff’s new Floral Tourbillon collection of watches elegantly demonstrates. Great consideration has gone into not only the watches’ flora-inspired forms, but their feel, finish and equilibrium, requiring continuous dialogue and collaboration between the London atelier and the artisans in Geneva.

The result is a beautifully designed watch, adorned with flowers that rotate on themselves and featuring softly rounded hands. But the true luxury is in the details. The enamel flowers are created using an ancient yet extremely challenging process, resulting in a colour that is exclusive to each individual watch.

Once the colours have been perfected by the artist (this frequently takes many tests) a dial can take up to fifty hours to complete. The same maker is also responsible for hand-cutting each one of the flowers from white gold, before hand treating and painting every petal.

Launching exclusively at Baselworld, The Graff Minute Repeater is the latest addition to the MasterGraff watch collection, and a new benchmark in Graff’s horological.

Since the establishment of the dedicated watch division in 2008, the Graff master watchmakers have acquired an international reputation for complex and intricate movements, elegant designs and, of course, the eye-catching magnificence of the diamond-set casings.

Now, a new level of mechanical precision is attained with the launch of the Graff Minute Repeater. One of the most complicated repeater mechanisms in horology, the minute repeater is triggered by a sliding bolt positioned at 9 o’clock on Graff’s signature faceted bezel, with two hammers striking two gongs to sound the hours, quarter hours and minutes across a spectrum of low to high tones.

Crafted in Geneva, this exceptional timepiece is available in both nondiamond and diamond-set versions, all featuring a flying tourbillon at 6 o’clock, mother-of-pearl bridges, a black crocodile strap and an open-work dial in grey or blue smoked acrylic. Bezel options include 18k rose or white gold, and the diamond setting includes 256 individual gemstones – a total of 20.07 carats – cut and hand-set by Graff’s unrivalled gem-setters.

The technology behind the MasterGraff Minute Repeater dates back more than three centuries, and the gemstones in its diamond versions are many millennia older than that. With astonishing attention to detail and a flair for elegance, Graff’s Swiss watchmakers have created a unique timepiece that will continue to tell – and sound – the time for generations to come.