Customized products made to a client’s exact specifications are few and far between in the watchmaking world — generally, they are the province of either a large Swiss firm making small batches of watches with custom dials for large companies (such as Rolex used to do), or for ultra-high-net-worth individuals or celebrities (such as Patek Philippe has been known to do for especially good clients).
Of course, if you are a watchmaking concern that regularly customizes its offerings for every client, the proposition of fashioning a unique watch is made somewhat simpler.
…somewhat.
If you’re a regular GP reader, chances are you’re familiar with Ochs und Junior, the Swiss watchmaking company that distills dazzlingly complex mechanical mechanisms (such as the perpetual calendar) to just a few parts, and then completely redefines the system by which they are read and understood on a watch dial. Established in 2006, Ochs und Junior, under the direction of master watchmaker Dr. Ludwig Oeschlin and cofounder Beat Weinmann, has made some of the most remarkable watches of the 21st century. What’s more, all O&J pieces are customizable — if you decide to purchase, say, one of their perpetual calendars, you can customize nearly every aesthetic aspect of the watch, from the case material to the dial color to the strap material and more.
But the possibilities don’t end there, and chances are that if you’re good at what you do, and you offer complete customization, that one day someone is going to ask you to craft something truly unconventional.

In July 2017 a customer reached out to Ochs und Junior from California — he admired the company’s watches and design and wanted to inquire about a bespoke watch, but he had a unique story: the client worked in the health industry and had just undergone a bone marrow transplant to save his life. He wished to somehow incorporate the story of the bone marrow transplant into the watch and wanted to know what sort of possibilities there were beyond the Customizer available on the Ochs und Junior website.