Graff

Graff was founded in 1960 by Laurence Graff in London. Starting as a jeweler, Graff built his reputation acquiring, cutting, and setting some of the world's most famous diamonds. The company became the first jeweler to receive the Queen's Award for Industry and Export in 1973. Graff expanded into watchmaking in the 2000s, eventually developing proprietary movements starting with the Graff Calibre 1 in 2010. The Calibre 2 powered the ScubaGraff diver's watch (2011), Calibre 3 the GraffStar Slim (2012), and Calibre 4 the MasterGraff Ultra Flat Tourbillon (2013). In 2014, Graff unveiled the Hallucination watch at Baselworld, a $55 million timepiece featuring 110 carats of fancy colored diamonds, claimed as the most expensive watch ever created. The company remains family-owned with Laurence Graff as Chairman, operating as a vertically integrated business controlling design, manufacturing, and retail distribution.