The Rise of Custom Watches: From Rolex to Timex, Personalization is The New Trend

If there’s one thing that luxury watch collectors and casual buyers can agree on, it’s that a timepiece is more than just a way to tell time - it’s a statement. And in 2025, that statement is getting increasingly personal. From Rolex to Timex, brands are exploring the world of customization, offering everything from one-of-a-kind engravings to bespoke dials and case materials. Whether it’s Dwayne "The Rock" Johnson showing off a custom Jacob & Co. piece on the red carpet or Tom Brady parting ways with his rare collection at Sotheby’s, individuality is shaping the future of watch collecting.

Source: BritishGQ

Tom Brady’s Legendary Collection Goes Under the Hammer

Few people have had careers as successful as Tom Brady, and his watch collection is just as impressive as his seven Super Bowl rings. Last December, Sotheby’s hosted an auction in New York, showcasing some of Brady’s rarest and most customized timepieces alongside sports memorabilia and game-worn jerseys.

“This is the kind of collection most collectors only dream of,” said Brahm Wachter, Sotheby’s head of modern collectibles. “From his college days to his rise as one of the greatest athletes in history, these watches show us who he has become during his journey.”

One of the standout pieces is a custom Audemars Piguet Royal Oak Flying Tourbillon, which Brady wore during Netflix’s The Roast of Tom Brady. The watch, featuring a white gold case, a diamond-studded bezel, and a salmon dial, went for a jaw-dropping €665,000. Another highlight was his yellow gold Patek Philippe Nautilus, which sold for €122,000, and a Richard Mille 35-03 "Baby Nadal" in blue quartz, which went for €355,000.

Brady’s love affair with watches dates back to his high school days when his parents gifted him his first timepiece upon graduation. After winning his first Super Bowl in 2002, he treated himself to an IWC GST Chronograph Rattrapante and a Panerai Luminor Marina, kickstarting a lifelong obsession with collecting luxury timepieces.

Source: BritishGQ

A Growing Trend: The Demand for Custom Watches

Brady’s auction isn’t just about one man’s collection - it’s a reflection of a larger trend rising through the watch industry. Today, personalization is in high demand, with more brands offering bespoke options for customers looking to stand out.

“In a world of mass-produced luxury, people want something unique,” says George Bamford, founder of Bamford London, a brand known for its custom timepieces. “Whether it’s watches, cars, or clothing, there’s a growing desire to have something that speaks to personal taste.”

Bamford’s latest project is a collaboration with Franck Muller, reimagining the brand’s signature "Crazy Hours" watch with beloved Peanuts characters Snoopy and Woodstock. Limited to just 50 pieces, the watch features Snoopy cleverly integrated into the dial to indicate the hour, with Woodstock sitting atop the one o’clock marker.

Bamford’s customizer tool also allows customers to tweak everything from the case and bezel to the strap, dial, and hands. "We were one of the first to really push custom watchmaking, and we’ve seen demand skyrocket," he adds.

Source: BritishGQ

Hollywood and Sports Stars Join the Custom Hypetrain

Dwayne "The Rock" Johnson is another big name going with the bespoke watch movement. At the Moana 2 world premiere in Hawaii last year, Johnson wore a one-of-a-kind Jacob & Co. Matai Tourbillon, inspired by his Samoan heritage. Designed to reflect his tribal tattoo, the watch pays tribute to his roots while also linking to his Moana 2 character, Maui.

Jacob & Co., long known for creating custom watches for hip-hop stars, has been super important in personalized horology. Their high-profile creations became famous in the industry, proving that there’s a growing appetite for unique luxury pieces.

Meanwhile, Swiss watchmaker Piaget has joined the movement with the Andy Warhol Clou de Paris. Inspired by Warhol’s favorite Piaget Black Tie dress watch, this modern version offers a range of custom options, including 10 different stone dials, multiple leather strap colors, and case material choices between white or rose gold.

Even Timex is in on the action, partnering with L.A. jeweler Jacquie Aiche to create a capsule of affordable yet unique timepieces. Aiche, known for her work with celebrities like Rihanna and Emily Ratajkowski, brings her signature shimmering mother-of-pearl accents and gemstones to Timex’s accessible designs.

Source: BritishGQ

The Future of Custom Watches

Beyond Hollywood and the sports world, fine jewelers are also exploring new ways to bring personalization to watchmaking. Nadine Ghosn, for instance, has reimagined a Rolex with custom 18k gold hands shaped like a ruler, a scribble, and her iconic pencil design.

The goal is always to create something deeply personal. A watch should be an extension of someone’s personality, not just an accessory.

As more brands experiment with customization, the industry is shifting from mass production to a more client-focused approach. It doesn’t matter if you’re spending €100 or €1 million, there’s never been a better time to create a watch that truly feels like your own.