SJX Watches
IWC Debuts Customisation for Portugieser Chronograph
With luxury brands vying to offer clients individuality in products, customised watches are now fairly common. The trend began at aftermarket providers, but establishment watchmakers are gradually making such offerings available beyond their highest-end clientele. The latest entrant is IWC with its Individualisation Service, a surprisingly straightforward customisation process that’s a first for a mainstream watch brand. Available at just two locations for now, the service allows clients to personalise a Portugieser Chronograph; anyone can walk into either of the IWC stores in Shanghai or Dubai and select a case material, match it with a variety of dials and straps, with the finished watch ready in about three weeks. The caveat: the customised watch costs an CHF1,500 over the retail price of the standard-production model. Initial thoughts Despite the clunky name, IWC’s Individualisation Service is definitely a welcome development since it’s a factory-official customised watch that is relatively accessible in price. Customisation is typically offered to only a brand’s biggest-spending clients, so this democratises the concept to a degree. Granted, it’s being trialed at just two locations, but it will surely be rolled out more widely once its commercial viability is proven. That said, the Individualisation Service has limitations. It allows clients to choose from a range of fixed options, rather than allowing free rein to tweak or redesign the watch. So if you...
