Companies like Artisans de Geneve and Blaken have created a market for the rich and famous to customize their Rolex and Patek Phillipe watches in order to create unique works of art, by modifying the original watches in different ways, exemplified well by Artisans de Geneve’s Cool Hand Luke collaboration with US filmmaker Spike Lee which is a heavily modified Rolex Daytona (see here). [read post]