14 oct 2021

An emblematic Audemars Piguet watch customized by Casablanca and 1017 Alyx 9SM

As part of the collaboration of the London department store Browns with the luxury watch customization specialist MAD Paris, the Casablanca and 1017 Alyx 9SM labels have revisited the iconic Royal Oak by Audemars Piguet in their image.

After embarking on the virtual try-on of luxury watches thanks to its app, the London department store Browns is teaming up with the luxury timepiece customization specialist MAD Paris to imagine new creations. Named the “MAD Paris Designer Series”, this collaboration allowed two designers to revisit one of the most emblematic watches in the world in their own image. Charaf Tajer, the founder of Casablanca, and Matthew Williams, creator of 1017 Alyx 9SM, tried their hand at customization, taking several models of Audemars Piguet’s Royal Oak pre-owned watches to revisit them in their image, and give birth to a limited series of exclusive watches.


For Casablanca, Charaf Tajer has transposed his playful and colorful aesthetic, inspired by the Memphis artistic movement that he loves, on two models, using coloring techniques never before done in order to find intense shades converted on noble materials, such as different shades of blue, pink, red or yellow. As for the 1017 Alyx 9SM, designer Matthew Williams, who is also Givenchy’s artistic director, has chosen to create two sleek and minimalist models close to his utilitarian approach to fashion, one in rose gold and one in yellow gold, where no time identifiers appear. 


The limited series of watches customized by Casablanca and 1017 Alyx 9SM, each of which is available in five pieces, are available on brownsfashion.com.