Originally published in The Journal.
For several years now, luxury watch customiser MAD Paris has had one mission: “To give its clients the opportunity to create a unique piece, designed in their image, as an extension of their own personality.” Perhaps one of the industry’s most notoriously allusive brands, Mad Paris exists today to push the boundaries of the human imagination, where no dream is too big – within reason, of course.
When a watch enthusiast approached a French aviation and automotive manufacturer to customise his timepiece using DLC (diamond-like coating) the result was a truly one-of-a-kind piece which was immediately met with requests from friends to give their Rolexs, Patek Philippes and Audemars Piguets the ultimate face-lift (pun intended).
A concept that evolved organically over time, the watch enthusiast soon realised his dream had the potential to completely change the watchmaking industry. Then in 2007, he opened the Mad Paris atelier.
“It all began with DLC,” says an associate of the brand, who for Mad Paris’ commitment to privacy prefers to remain nameless, “The idea was that they were a customisation house and wanted to provide a service to these people who have these watches and wanted to customise them – like you would see with customised cars – generally these are people who have multiple fine jewellery watches and are looking to find something unique themselves.”
A concept that evolved organically over time, the watch enthusiast soon realised his dream had the potential to completely change the watchmaking industry.
DAYTONA RAINBOW 40MM
DAYTONA BLACK MATTE 40MM
DLC coating, or diamond-like carbon, is as the term suggests, a sort of coating consisting of carbon microlayers, applied to metal material. The technology is commonly used within Formula One and is as scratch-resistant as diamonds.
But the customisation doesn’t stop there, in fact, it’s just the beginning. Mad Paris watchmakers will spend up to eight weeks on a watch, depending on the amount of detailing required, pulling it apart and rebuilding using precious stones and superior techniques including engraving, skeletonization, bas-relief and chasing.
Aside from customisation, Mad Paris also offer a curated ready-to-wear collection at a handful of selected luxury retailers including Dover Street Market, Browns and as of recently, Harrolds.
Mad Paris timepieces are divided into five collections, beginning with ‘Origin’ which applies the original DLC coating method; the ‘Jewellery’ range, the shiniest and most popular of Mad Paris’ collections, crafted from precious stones; the ‘MAD’ collection, bound only by the limits of the customer’s personal taste; the ‘Limited’ collection, made famous by the likes of Virgil Abloh and Matthew M Williams; and ‘Piece Unique’, an expertly-crafted watch by Mad Paris’ watchmakers themselves.
Harrolds range of Mad Paris watches are available for viewings by appointment only. To make an appointment, please visit our website.