Want a Luxury Diamond Watch? DIY

“Do it yourself” usually refers to home handyman projects—repairing the fence, fixing the sink, shingling the roof—but now it’s also possible for consumers to “do” their watches themselves. And not just any watches, but luxury watches, sporting diamonds, and sold through jewelers. The customizing of watches by consumers isn’t new and it’s not just a domestic phenomenon. Some popular brands in Japan, for example, have offered it online for years, with consumers picking up their customized watches at convenience stores. Here, too, some inexpensive DIY watches are sold directly online. But DIY for fine watches is a new idea, and it’s beginning to attract more interest among consumers and retailers. Here are three examples. Since 2005, Piaget has offered customized watches with the customer’s fingerprint—rendered in diamonds—on the dial. A customer

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