What does “Custom” mean?

Custom, or modded, describes a watch that has been personalised with aftermarket parts or finishes. Common modifications include coated cases, different dials, hands, bezels or bezel inserts, engraved casebacks and added gemstones. Some custom work is done by specialist companies, some by individuals.

Custom watches occupy a separate part of the market. Some buyers like the individual look, but most collectors and dealers value original watches more highly, so customisation usually reduces resale value, sometimes considerably. Brand service centres may refuse to service modified watches or may replace the custom parts. Listings should describe every modification clearly and say who did the work if known. Buyers should be wary of custom watches presented as rare factory editions, as limited editions and special dials are sometimes imitated by modifiers.

Typical usage: “Custom Rolex Submariner with aftermarket black DLC coating and custom dial, not a factory edition.” A buyer would then judge the watch on the quality of the work rather than as a collectible.