PARIS — Luxury consumers, it would seem, are clamoring for choices, and Dior has heard the message. Taking personalization to a new level, Dior is launching an offer of made-to-measure luxury watches, a product range called Dior Grand Bal Couture, displaying choices in a leather-covered case with eight trays of bracelets, cases, dials and hands, among other parts.
Prices start at around $30,000 and can reach as much as $190,000.
An interest in customization has swept through the fashion and accessories industries — across the spectrum — as brands try to get closer and more personal with consumers in order to stand out in a crowded field. Technology has also served to vastly expand choices, multiplying options at the click of a screen.
Sales staff are also equipped with a tablet to show renditions of the various combinations — how malachite looks with a yellow gold diamond-encrusted case, for example. Opal, mother-of-pearl, feathers, beetle wings and turquoise are among materials featured. It’s not quite instant gratification, as the watches take around five months to deliver.
Continuing to work couture codes into its timepieces — the watches are meant to evoke swirling ballgowns, in reference to the historical couture roots of the house — the brand played with volume and textures in the Opera line, with the Number Eight edition that combines gold lattice work with tiny round diamonds and a feathery ring of baguette diamonds on the case, dotted with tiny beads in pink gold and mother-of-pearl.
In the color department, Dior’s striking “Plume” watches include peacock feathers paired with a ring of tsavorites and bright blue jay feathers against an opal setting — with butterfly wing backings.
The wings on the bejweled bee of the Reine des Abeilles watch quiver with movement, hovering over the insect’s delicate body, made from gemstones including amethysts.
Shrinking things down a bit, the new Mini Dior Mosaic line, designed by Victoire de Castellane, features brightly patterned textile watch straps, paired with vivid mother-of-pearl dials in yellow, mint green and pink — made by applying varnish to the back of an ultra-thin layer of mother-of-pearl.