Graff
ActiveOverview
Graff is a British multinational jeweller specializing in high-end diamonds, gemstones, jewelry, and watches. Founded in 1960, it operates as a vertically integrated company handling design, manufacture, and retail distribution, with over 50 stores worldwide and corporate offices in London, New York, Geneva, Hong Kong, and Tokyo.123
History
Graff was founded by British jeweller Laurence Graff in London in 1960.14 The company expanded internationally with its first store outside the UK in Monaco's Hôtel de Paris in 2000.1 It has grown to include over 50 stores globally and maintains a vertically integrated model covering sourcing, design, cutting, polishing, and setting of gemstones.16
Product Lines
| Product Line | Positioning | Price Range |
|---|---|---|
| High Jewelry Collections | ultra-luxury diamond pieces | $100,000 - $10,000,000+ |
| Graff Watches | luxury diamond-set timepieces | $50,000 - $5,000,000+ |
| Diamond Rings | exceptional solitaire and multi-stone designs | $20,000 - $2,000,000+ |
| Gemstone Jewelry | rare colored gems in bespoke settings | $50,000 - $3,000,000+ |
| Earrings & Pendants | bold, sculptural fine jewelry | $15,000 - $1,500,000+ |
Manufacturing
Graff is vertically integrated, managing the full process from gemstone sourcing, design, cutting, and polishing to final setting in-house.16 Manufacturing occurs primarily in London with additional facilities supporting global operations.1
Notable Products
- Graff Lesotho Promise - 121.78-carat D flawless pear-shaped diamond, one of the largest cut gems of its quality.
- The Graff Venus - 118.78-carat heart-shaped D flawless diamond pendant.
- Graff High Jewelry Watches - Timepieces encrusted with rare diamonds and colored gems.
- Hallucination Watch - 110 carats of pavé-set diamonds in a masterfully carved case.
- Graff Diamonds Rings - Signature pieces featuring exceptional Lesotho-sourced diamonds.
Reputation
Graff is recognized by professionals for its expertise in sourcing and cutting exceptionally large, high-quality diamonds, positioning it at the pinnacle of haute joaillerie.14 Enthusiasts praise its innovative designs and vertical integration but note criticisms of high prices reflecting rarity over everyday wearability.13