The new campaign features 33 pieces of exceptional jewellery, comprising an incredible 5,077 diamonds with a total weight of over 2,320 carats. Each piece has been expertly created by Master Craftsmen at Graff’s London workshop.

The exceptional jewels featured in the advertising campaign include a striking multishape diamond cuff set with a 38.03 carat pear shape yellow diamond (139.09 cts), a stunning round diamond collar necklace (275.21 cts) with matching round diamond bracelet (258.95 cts), plus a 35.31 carat radiant cut fancy intense yellow diamond ring set with trilliant cut diamond shoulders.

Explore the beauty behind Graff’s new ad campaign, through exquisite imagery and videos showcasing Graff’s dazzling unique jewels.

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Taking the form of a peacock with a beautiful display of fanned tail feathers, this breathtaking diamond brooch features an exceptional collection of coloured diamonds, brought together in a captivating union.

Exquisite, unique and incomprehensibly rare, a total of 120.81 carats of mesmerising diamonds adorn the brooch, which measures a little over 10cm in height. This incredible piece is priced at $100 million.

At the very heart of the brooch, sits a stunning 20.02 carat fancy deep blue pear shape diamond, one of the rarest blue diamonds in the world. Its impeccable positioning and striking colour make for a truly eye catching and elegant centrepiece.

Surrounding this exceptionally rare stone is an array of white and coloured Graff diamonds – all expertly set by Master Craftsmen at Graff’s London workshop.

The piece also features an ingenious design of an additional clasp to the rear, allowing the blue diamond centerpiece to be removed and worn two ways.

In myth and legend the peacock has long carried portents of nobility, guidance and good luck. This latest piece is a symbol of the beauty that can be achieved when only the very finest diamonds are assembled into a piece of unrivalled elegance.

Graff Diamonds has been involved in TEFAF Maastricht since 2001 where it has unveiled some of the most fabulous jewels in the world, including The Gemini Yellows, a pair of  50+ carat Fancy Intense Yellow diamond earrings and the Flame, an incredible D Flawlesss pearshape diamond of exactly 100 carats.

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Created with Graff’s new design aesthetic in mind by world-renowned interior architect Peter Marino and Graff’s own in-house Monaco-based design team, the new Graff store at Isetan is luxurious and chic, unexpected and elegant; the new stylistic definition of a Graff Diamonds store, jewel-like in all its beauty.

Design elements throughout include walls covered with golden glass and mirrors, and elegant gold-hued showcases, designed specifically for the space with faceted edges resonating the facets of diamonds, embrace stunning displays of Graff’s incredible diamonds and richly coloured gems. One particularly significant showcase, designed by French artist André Dubreuil, welcomes guests at the entrance to the store. Specially commissioned for the space, this centrepiece is a stunning mix of enamel and bronze, reflecting the colours found throughout the rest of the intimate space.

Intricate mosaic marble covers the floor, finished to an exacting standard, like a work of art. A new design element, now signature to all of Graff’s newest stores opening throughout Asia, is a key design focus, a mesmerising chandelier featuring thousands of multicoloured glass spheres, stretched spectacularly across the entire length of the store, creating a breathtaking horizontal ceiling of subtle colour that dance in the light, reflecting beautifully against the gold and the glass. Together, these stunning design elements create a glittering effect, inspired by the sparkle of Graff’s flawless diamonds, the most fabulous in the world.

Graff Diamonds Isetan Shinjuku
14-1 Shinjuku 3-chome
Tokyo160-0022
Japan

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Graffiti magazine provides exclusive insight into the World of Graff – home to the most fabulous jewels.

The new winter issue celebrates the majestic heritage of sapphires, rubies and emeralds, the dark and complex life of artist Francis Bacon and takes the reader on a journey through the intriguing history of Bond Street; home to London’s ‘Luxury Row’ and Graff’s newly redesigned flagship store.

There are also stories about Graff’s other projects, including its charity – FACET- which rebuilds lives in poverty-stricken Lesotho and a word with Graff’s Design Director Anne-Eva Geffroy, who provides rare insight into the inspirations behind Graff’s exquisite design process. 

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Graff Diamonds Ltd was established in London in 1960, with the opening of its first two retail stores in 1962; 1993 saw the opening of Graff’s Flagship store on New Bond Street, famed for its exclusive luxury boutiques.

Nineteen years later, Graff is once again re-opening its Bond Street doors, newly designed and expanded…

Designed with a contemporary yet luxurious look by Graff’s own Monaco-based Interior Design team, stylistic influences from Graff stores around the world come together seamlessly with striking new design features. Spread over four floors, the new store features strong and unique design elements throughout, beginning even before clients step inside. A striking façade featuring a unique foliage carving around the entrance, designed and hand carved from traditional London Whitbed Portland stone, embraces the entrance to the store, where a double door featuring Graff’s signature fishscale design characteristic of Graff stores worldwide, entices visitors inside into a world of rare beauty. Graff’s signature macassar ebony showcases ensconced within large bronze windows designed with the fishscale motif, punctuate the façade, producing a stunning display of Graff’s incredible gems.

Once inside, the main salon features design elements including floor to ceiling walls of specially lacquered European walnut panels, and floors born from a luxurious mix of Italian calacatta d’oro and portoro marble, book-matched to create a stunning centrepiece within the beautiful space. Lofty, double-height ceilings complete the look, creating an airy yet opulent feel. Stitched leather and Italian ebony desks and chairs complement the panelling, with 4.5m high bronze sliding screens separating the main room from smaller, private spaces, allowing for a more intimate viewing experience.

On the lower ground floor, a unique museum space provides a rare glimpse into the history of Graff, showcasing replicas of Graff’s most important stones. It has been said that more rare and historical diamonds have passed through the hands of Laurence Graff than any other diamantaire.

Graff Diamonds, 6-8 New Bond Street, London W1S 3SJ

+44 (0) 20 7584 8571

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Located in the opulent Wynn Hotel Macau, Graff’s first store in Macau, with interiors designed by world-renowned architect Peter Marino, the new store features classic Graff design elements including the use of brushed bronze and ebony, set beautifully against a delicate mix of brass, limestone and walnut. Floors inspired by Graff San Francisco impress in a stunning dark green Verde Scuro marble, Graff’s signature colour, with dramatic stripes of contrasting white and grey marble. Signature bronze vitrines, highlighting the most fabulous jewels in the world, are located thoughtfully around the store, while Graff’s signature fischscale motif punctuates the façade of the store, enticing guests to enter into a world of rare beauty.

A highlight of the store, characteristic to Graff’s newest stores throughout Asia, is the incorporation of an exquisite, hand-made chandelier featuring multicoloured glass spheres, with sleek, beige lacquered walls adding a further touch of luxury to the treasures from Graff Diamonds. An exquisite VIP lounge, featuring lavish custom-made silk curtains complimented by a stunning golden façade, echo the elegant yet contemporary feel of the store.

Every attention to detail has been considered, creating the perfect atmosphere within this 1,000 square foot salon, perfect for displaying the most fabulous jewels in the world.

To celebrate the opening of the Graff Macau store, significant Graff masterpieces have been flown in specially from Graff’s London Headquarters for this special occasion, including the 107.46ct Rojtman yellow diamond ring, as well as classic pieces from Graff’s timeless collections including the Scroll Motif design featuring scrolls of stunning diamonds and richly coloured sapphires, emeralds and rubies, and the modern and feminine Butterfly Motif collection. Impressive watches from the Graff Luxury Watch collection will also be on display, some for the first time in Asia, demonstrating the unsurpassed luxury, craftsmanship and quality that Graff is known for.

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Located at the prestigious Ritz-Carlton Hotel in Hong Kong, the latest gem in Graff’s global list of stores has the cachet of making history as the “highest jewellery store in the world”. Opening at the end of August on the 103rd floor, Graff’s latest store will feature completely new design elements from world-renowned architect Peter Marino, and finished to the height of luxury with sumptuous yet modern interiors, creating the feel of an intimate jewel box in the sky.

New design elements include highly polished gold-hued bronze and special showcases throughout the store featuring parquetry techniques intertwining wood, gold bronze and brass in intricate geometric motifs. A new design element, now signature to all of Graff’s newest stores opening throughout Asia, is the addition of a mesmerising chandelier of multicoloured glass spheres, stretched spectacularly across the entire length of the store, creating a breathtaking horizontal ceiling of subtle colour. Elegant gold-hued vitrines, designed specifically for the space with faceted edges resonating the facets of diamonds, embrace stunning displays of Graff’s incredible gems. One particularly significant showcase, designed by French artist André Dubreuil, welcomes guests at the entrance to the store. Specially commissioned for the space, this centrepiece is a stunning mix of enamel and bronze, reflecting the colours found throughout the rest of the store. Mirrored ceilings, walls with fluted wood trim, and an opulent green marble floor designed with dramatic stripes of contrasting white and grey marble complete the luxurious interiors. Graff’s signature fishscale motif punctuates the façade of the store, enticing visitors into a world of rare beauty, high above in the famous skyline of Hong Kong.

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Both a first in the world of haute horology, these models push the boundaries of both watchmaking and diamond design and are set to become classic examples of watch innovation within the industry.

Both models feature in the MasterGraff collection – a series of technical timepieces all featuring Graff’s signature faceted case, triangular gemstone at 12 o’clock and a tourbillion complication.

GYROGRAFF

The horologically advanced and beautifully designed GyroGraff features two impressive complications that have never been seen before in the same movement; a stunning three-dimensional moon phase indicator and double-axis tourbillon. The innovative ‘gyrograph’ moon phase indicator is hand engraved in white or rose gold and charts the daily progression of moon phases and is cleverly encased within a multi-level guilloche dial, off-set at 8 o’clock in complement to the tourbillon at 5 o’clock and delicate 60 hour power reserve indicator at 11 o’clock.

The GyroGraff is presented within a 48mm rose gold case with black crocodile strap and is limited to 10 pieces.

Discover the GyroGraff

MASTERGRAFF DIAMOND SKELETON

Inspired by the MasterGraff Diamond Skeleton launched at Basel 2011, the MasterGraff Skeleton Automatic features an astonishing automatic skeleton movement set with diamonds and emeralds on both sides – a world first for horology.

The diamond set 48mm case and skeletonised movement both display an exceptional level of skill within the worlds of horology and diamond setting expertise, and in the case of this MasterGraff Skeleton model, the addition of a diamond and emerald set rotor raises the watch to yet greater heights of innovation. A ‘world premiere’ in the world of watchmaking, the achievement of a rotor set into a skeletonised movement is amplified further by the challenge to balance the rotor perfectly, a difficult task due to the weight of the rotor itself, hand set with 64 diamonds and 10 emeralds.

The MasterGraff Skeleton Automatic is limited to 10 pieces in both rose and white gold fitted with a black alligator leather strap secured by an exclusive Graff folding clasp.

Discover the MasterGraff Skeleton Automatic 

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Graff’s Monte Carlo-based design team have once again created a sumptuous showroom for its magnificent jewels, drawing on inspiration from Middle Eastern motifs, to echo the much-admired style of Graff’s other stores around the world.

Ebony furniture, bronze detailing, and striking high gloss statuary marble mix with black Portoro marble and crystal chandeliers, creating a luxurious and stunning décor.

The main store leads through a beautiful circular hall to a VIP room for those clients who wish to enjoy greater privacy.

The latest Graff store is the absolute epitome of luxury, with every attention to detail being considered, creating the perfect atmosphere for displaying the finest diamonds in the world.

Graff Diamonds Dubai, located at Burj Al Arab, Jumeriah Beach Road, Dubai

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