Designer Kirk Rich is a renowned figure in the luxury timepiece industry, particularly for his dial modifications. Though not the first to repaint dials or make adjustments to popular watch brands like Tudor and Rolex, his work gained recognition and inspired a new generation of third-party watchmakers. Today, watch customization has become a thriving market, led by companies like Bamford Watch Department and Artisans de Genève.
Adding to California’s rich history of watch modification, fine jewelry brand Luna Skye is preparing to launch a 15-piece reworked vintage Rolex capsule collection. The collection consists of three different styles, with five units of each style. The foundation of this collection is a two-tone Rolex Datejust 36 on a jubilee bracelet, with ten watches featuring fluted bezels and the remaining five featuring domed bezels. Expert dealers in Los Angeles meticulously source each watch before they undergo a rigorous restoration process and customization.
Founder and creative director Samantha Conn shares the inspiration behind the collection. Growing up, she fondly remembers her mother wearing a two-tone Datejust 36, making it the epitome of the classic Rolex for her. In 2013, Conn established Luna Skye with the vision of creating fine jewelry staples that can be worn daily, regardless of trends or seasons. With notable celebrities like Meghan Markle, Angelina Jolie, and Miley Cyrus already showcasing Luna Skye pieces, the brand has gained significant recognition.
Conn has always been fascinated by watches as a means of creative expression but found the market to be daunting. In early 2023, she had a realization that led to the reimagination of vintage watches. Conn was determined to stay true to the original Rolex design while infusing her own personal touches. Many reimagined Rolex watches, in her opinion, detract from the brand’s iconic design, so she aimed to ensure that her modifications respected the integrity of the original design.
The capsule collection comprises three distinct styles, each portraying a different theme. The Good Luck style incorporates a gold cowboy boot and horseshoe on the dial, adorned with diamond-studded stars. The Dark Mermaid style showcases a custom black dial with gold accents in the shape of an anchor, starfish, fishbone, and seashell, paying homage to Conn’s Southern California roots. The Emerald style features a mixture of emeralds and diamond accents, along with Luna Skye’s signature gold honeybee. The collection ranges in price from $20,195 to $21,925.
Despite the potential impact on the resale value of modified watches, Conn believes Luna Skye’s target demographic is not diehard Rolex collectors. Instead, she aims to attract individuals seeking unique and conversation-worthy timepieces. She wants her pieces to be viewed as more than just accessories in the buy-and-sell Rolex market. As a result, Luna Skye’s modifications are subtle, ensuring that the beauty and integrity of the original Rolex design remain the focal points.
In summary, Luna Skye’s upcoming vintage Rolex capsule collection is a testament to the thriving watch customization market. By sourcing and restoring watches with care and implementing subtle yet captivating modifications, the collection intends to offer customers truly unique and conversation-starting timepieces.
Useful Links:
1. Bamford Watch Department Official Website
2. Artisans de Genève Official Website
