21.10.2021 - Audemars Piguet

Alyx behind another MAD Audemars Piguet custom collaboration

Some would say you can’t beat a classic.

But watch customiser MAD Paris has made a name out of upcycling second hand watches and  trying to do exactly that. 

Now the company which is not an authorised reseller of Audemars Piguet - but is behind the Grand Fleur engraved watch - has teamed up with luxury fashionista Alyx to introduce two new Audemars Piguet Royal Oak customs.

1017 Alyx 9SM - to give the brand its full name - is owned by Matthew Michael Willams who is the creative designer at Givenchy. 

New take on a classic

Having previously created a stainless steel version, MAD and Alyx have been hard at work creating just 40 of the custom AP Royal Oak pieces in rose gold and yellow gold - with the latter already sold out despite the £125,000 price tag.

The 39mm and 41mm timepieces maintain the watch’s iconic tonneau case shape with tiny hexagonal screws but ditches the classic Tapisserie dial in favour of a smoother surface - remember CDs?

But the traditional AP folding bracelet clasp doesn’t get a look in. Instead it’s been shunned for Alyx’s signature Cobra buckle fastening system, which is reminiscent of a buckle on the straps of a rollercoaster and features on other items from the brand’s other fashion items. 

The 18K gold case and bracelet have a tonal finish but the dial is bare - lacking its usual elements besides its iconic screws on the bezel - aside from the date window and am embossed Alyx logo engravings. 

The brands previously created the brushed steel custom AP which is adorned by celebs including Drake. 

Alyx, while not directly collaborating with Audemars Piguet, is taking a renowned brand and iconic watch and transforming it, in the hope that customers will appreciate it.

1017 ALYX 9SM 

Williams said: “Creating the custom 1017 ALYX 9SM Mad Paris AP timepieces launching at Browns was really all about creating a watch I would like to wear, and for like-minded people, translating the world of Alyx in a custom timepiece with the brushed metal, no time identifier and of course the signature Alyx buckle reworked as a clasp.”

1017 Alyx 9SM was launched in 2015 and has firmly cemented its place in cutting-edge fashion. The label’s innovative designs combine luxury streetwear with high fashion and leatherwear, taking inspiration from skate, punk and club cultures and using advanced technical fabrics.

Williams previously worked in the music industry with Kanye West and went on to become Lady Gaga’s creative director before setting up 1017 ALYX 9SM, with more collabs expected.

Rolex ruling

Last year, Rolex won a court ruling against luxury watch customiser La Californienne over alleged counterfeiting. We reported on the 2019 lawsuit which saw the Californian company, which customises vintage Rolex watches, come under fire for infringing copyrights and the Rolex trademark. A new ruling stopped La Californienne from using the Rolex name, its crown or any of its symbols.

How can we help?

After something unusual? Perhaps you have a luxury watch you’d like to sell to us?Our team is happy to help. Visit us at our Epping boutique or contact us on 0203 397 1596.

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