Artisans de Genève is an independent company specializing in the personalization of timepieces. Artisans de Genève is not affiliated with Rolex SA nor authorized by them to intervene in their products for any reason whatsoever. This personalization was ordered by Adam Levine who owns a Rolex Cosmograph Daytona in gold ref. 116508 and the watch was created for his own private use.

Artisans de Genève is a watchmaking workshop based in Geneva, Switzerland, offering an exclusive service of watch modification for private customers. Our modifications are made exclusively upon request in a very limited capacity, in our workshops in Switzerland, by independent and highly skilled craftsmen. Artisans de Genève is an independent workshop, and that independence is a testament to quality and creativity.

When starting a personalization, each project holds unique stories, and reminiscences engraved in a timepiece. The craftsmanship offers infinite possibilities to express their client’s desires.

On stage as well as in his personal style, Adam Levine stands out with his unique creative flair. When this legend approached Artisans de Genève to personalize his 116508 gold Daytona into his unique watch, they knew they would need to delve deep into their horology know-how to fulfill his dream. To turn a lifelong companion, a repository of memories, dreams, and stories, into something even more unique —a truly personal timepiece that would reflect Adam’s ever-changing environment, his path, music, and life. Together, they began an extraordinary journey into the future while never losing sight of the past: an adventure where cutting-edge innovations met traditional know-how to achieve Adam’s personalization project.

“A watch is the embodiment of all your accomplishments. It’s a very personal object. I appreciate classic watches, but I also like mine to be special: it was very important for me to have something that resembles me, a unique piece that stands out from all the others. I wanted to give my Daytona® 116508, a little something extra. The process of customizing my watch with Artisans de Genève went as I had imagined. There were numerous exchanges to refine the aesthetics down to the smallest detail. Being so close to a workshop and all these crafts dedicated to realizing each of my ideas remains an unforgettable experience.” —Adam Levine

The Neon journey began on paper with countless drawings and detailed discussions between Adam and the artisans, before alighting on the final iteration of the design. Showcasing not only our artisans’ incredible dexterity and precision —but also their ability to capture the unique mood of a timepiece—, the Rolex calibre 4130 was manually open-worked with a hacksaw, deploying the boxful cut to create the skeletonized shape.

Once cut, each element of the movement is beveled and polished by hand for hours; involving a painstakingly precise process and a wealth of watchmaking know-how. Exemplifying the tradition and passion of the craft, these tiny yet complex embellishments are barely visible at first glance, but a closer look reveals the fine artistry sought by Adam Levine. Artisans de Genève also reworked each part of their client’s timepiece to refine its allure including machining the case to match the shape of vintage watches. The case has been machined and polished by hand, and the original pushers have been replaced by “Millerighe” ones, completing the vintage feel.

Nothing is more contrasting than the clash between vibrance and transparency. The sapphire dial and skeleton movement allow light to infiltrate every corner of this watch. The luminescent material accentuates every detail. The vivid and unique hue of the bezel contrasts with the allure of the glossy surfaces. The SuperLuminova hands create a visual tension that captivates and lingers long after the gaze has shifted.

Powerful and vivid, the choice of neon green is the result of extensive hours of research and development, it reflects Adam’s energy. Thus, added to the clash of contrasts is the clash of eras. The personalization highlights with its vintage appearance, is adorned with contemporary touches for a result that is both subtle and daring. Beyond time, beyond ordinary.

This unprecedented collaboration fostered a harmonious blend of innovation and craftsmanship. Vintage watch lovers will note the subtle presence of the aesthetic codes of yesteryear. The dial’s design, the luminescent-coated plate, and the crown guard machining give it that singular old-world charm. Yet, upon closer inspection, the intricate skeletonized movement unveils many components geared towards a more modern, futuristic watchmaking. The balance bridge, entirely designed and crafted in-house, features several handmade decoration techniques, each demanding hours of delicate precision.

Sticker Price Undisclosed. However, based on their other projects and what we’ve seen in the secondary market, this personalization cost at least $30,000-$50,000 USD on top of the watch that had to be supplied by the owner for personalization. For more info on Artisans de Genève click here.