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Pushing the boundaries of luxury watchmaking and customisation, MAD Paris prove to be the go-to creators behind some of the world’s most exquisite time-pieces including the Rolex Daytona ‘Rainbow’ and the ‘Grande Fleur’ engraved Audemars Piguet.

MAD Paris was born out of a passion for creating emblematic timepieces. The independent watch customisation company revisits classic models from the most successful horological brands, resulting in something entirely unique. Originating in offering a bespoke and ultra-private studio focus, working with prominent Parisian clients the French Watch Studio has now grown into a global source for rare watches, MAD Paris are famous for their work with Rolex, repainting the case in matt black or camouflage and adding gemstones to the bezel and dial. Models subsequently fly away instantly for space money with their Customised Rolex Daytona Oyster Perpetual 40mm available for over $190,000 AUD via Farfetch. Offered in a white gold finish, this reimagined Daytona features a mechanical automatic movement, a 5 ATM water resistance, a white gold dial with three Chronograph counters, a customized bezel with a grey baguette-cut spinels setting, and a rubber strap with a folding buckle.

But perhaps the most famous MAD Paris brought collaboration with Matthew Williams (founder of 1017 Alyx 9SM) and Virgil Ablo. Matthew worked on the Audemars Piguet Royal Oak model (Audemars Piguet and Patek Philippe are two other brands that MAD Paris often work with), which, as a result, is devoid of all parts of the dial, except the hands and date display, and is made entirely of metal (steel and silver ) Williams also, of course, improved the clasp on the bracelet, because 1017 Alyx 9SM are famous for their heavy-duty and convenient locks, which they even shared with Dior Men. And Virgil Abloe customized the model Patek Philippe Nautilus with MAD Paris. And the owner of the watch was not some secret client, but Drake, who basically bought all the rare models on the market. Based on the classic steel Nautilus (caliber 5726) with a blue dial, which eventually turned into a black watch, strewn from head to toe with emeralds.

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