Fifty-seven facets of time

GRAFF JEWELERY HOUSE HAS RECENTLY RECEIVED IN THE HOUR AREA. ABOUT THESE HOURS, EVERYONE WERE TALKED TO: ONE FIRST TIME THANKS TO THE UNUSUAL HOUSING, WHICH REMINDS YOURSELF A HUGE DIAMOND WITH THE FAMOUS "GRAPHIC" BOARD.

Text: Lisa Epifanova

Diamond Cavalier

Graff is itself a symbol of a dream come true. The famous Jewelry House, specializing in jewelry from large and rare diamonds, celebrates its 55th anniversary this year. In 1960, London-born jewelry designer Lawrence Graff, at the age of 22, opened his first atelier.

Already in 1962, Graff had two stores, and he bought the best stones from suppliers throughout England. The exclusivity of diamonds became the absolute rule of the master: he preferred to invest the proceeds in the acquisition of rare and legendary tapeworms who glorified the brand even more. So, in the 80s, Graff became the owner of the “Windsor Yellow Diamonds” of 50 carats each, owned by Wallis Simpson, and the legendary Paragon seven-sided diamond weighing 137.82 carats (which the master later inserted into the Millenuim necklace, designed for Naomi Campbell).

In the third millennium, Lawrence Graff had everything a jeweler could dream of: 35 exclusive boutiques around the world, a direct contract with Kimberley deposits, more than a dozen famous historical diamonds in the brand's portfolio, its own magazine in three languages, the title of the holder of the Order of the British Empire and the title the "king of diamonds."

Having glanced once at the jewelry of an unknown lady, any connoisseur of luxury could immediately distinguish Graff brand products from some other - the 57 round facet was so impeccable in any product, demonstrating the undisguised beauty of large, cleanest stones. Only one thing was missing - Graff's own watch.

Unique case

In 2008, Graff invited Michel Pitella, an experienced watch entrepreneur, who worked for a long time at Bulgari and Harry Winston, to create a watch collection. In just six months, the whole Graff Luxury Watches project was ready, including four categories: everyday watches, sports, complex and jewelry. They were united by one thing - a unique shape of the case, repeating the brilliant cut.

As soon as journalists and customers saw the first Graff watch collection, presented at BaselWorld in 2011, it became obvious - and in this area, the Jewelry House was able to instantly become recognizable and unique.

To create the watch, Mr. Pitellu brought in the best Swiss specialists. Sophisticated movements, including the MasterGraff Tourbillon Skeleton or the MasterGraff Double Tourbillon GMT tourbillon, as well as the minute repeater (the highest level of horlogerie) were made exclusively by renowned craftsmen such as Pierre Favre and leading Concepto and Technotime ateliers. In 2014, the brand set a world record - the world's thinnest jewelry tourbillon with the complications of MasterGraff Grand Date Dula Time Tourbillon Joaillerie, entirely covered with baguette-cut diamonds. Still, the status of Graff as the best specialist in diamonds and in complex mechanics remains in the first place.

Butterflies and galaxies

Since the advent of Graff Luxury Watches, only one question has arisen on which Lawrence Graff and Michelle Pitella did not agree: ladies watches. Pitella saw them, according to the fashion trend of the "zero", quite large, Graff insisted that the watch should be miniature and extremely feminine.

But as soon as the first Classic Butterfly collection appeared, all doubts disappeared - an experienced jeweler, who had been supplying jewelry with the first lady of the planet for decades, was right. The fair floor is missing the real jewelry watch, emphasizing their weakness. Miniature white gold cases from 26 mm in diameter were studded with romantic butterflies, manually created from diamonds, rubies, emeralds and sapphires. Then came the Floral Graff collection, with floral precious patterns and in a body that repeats the shape of the flower, as well as the Graff Leaf, in which the case was woven with diamond leaves in combination with colored stones. And the finishing touch was full jewelry models coated with large diamonds: the majestic classic Lady Graff, the Graff Lace cuff watch and the recent premiere of Galaxy Ladies, which seems like a star cluster of more than 70 diamonds weighing 30 carats.

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