Graff Diamonds was founded in 1960 by Laurence Graff and quickly established itself as one of the leading diamond companies, handling the sourcing, production and sale of some of the world’s most spectacular stones. In 2008, Graff opened its Luxury Watch division, headed up by Michel Pitteloud, a watch industry veteran.
In keeping with Graff’s high profile, the watch division has created many incredible watches, combining dazzling diamonds with the highest complications. As Graff only sells in its own boutiques, and uses a network of suppliers for its watches, we find out how Graff handles after-sales service.

Michel Pitteloud, Chief Executive Officer of Graff Luxury Watches

“We do not consider after-sales service as a profit centre.”

What is Graff’s overall attitude towards after-sales service?

Michel Pitteloud: Graff appreciates the extreme importance of after-care once a client has made a purchase with us. We ensure our clients receive the very finest experience - from visiting our stores, to purchasing their extraordinary piece, continuing through to ensuring they have the best advice to care for their piece in the future. We do not consider after-sales service as a profit centre.

Do your boutiques have service centres in them?

MP: Some of our stores have an in-house service centre. Where this is not possible, our sales associates are on-hand to direct clients to the best support for their bespoke requirements.

How challenging has it been to organize your service structure, find watchmakers, etc.?

MP: Graff is renowned for nurturing craftsmen from young apprentices, honing their skills and techniques the Graff way, into Master Craftsmen. Attention to detail is consistent throughout the entire production process, including after-care for Graff timepieces. We support and encourage a talented and dynamic team who work tirelessly to ensure that every service request is completed professionally and in the shortest amount of time.

What is the biggest challenge Graff faces concerning service?

MP: The biggest challenge is servicing our complicated watches as we require going back to the manufacture/watchmakers we worked with to complete the piece. We are currently in the process of training our own watchmakers so that we can service every Graff Watch ourselves.

What is your current warranty on watches?

MP: Graff Luxury Watches provide two years warranty. We do not offer, per se, a warranty extension however we do care about our clients and always ensure the best quality service and that expectations are satisfied.

What is the average service time for Graff watches?

MP: For quartz watches, about a month, and for complicated watches, between one and three months.

How do you organize after sales-service?

MP: Where possible, all servicing is carried out within the in-store service centres. In those instances where this is not possible, the watch is sent to our workshop in Switzerland.

What message does good customer service send?

MP: With a close collaboration between Graff’s London atelier and our workshops in Geneva, there are many stages during the design and production of a Graff watch to ensure that every timepiece is of the highest quality. It is of the utmost importance that by providing after-care for Graff watches, our clients continue to receive the very best experience, and that includes service after purchasing a watch. This ensures a consistent and reliable level of customer service that Graff clients can rely upon.

“The need for skilled watchmakers has increased along with the necessity of after-sales care.”

Do you think after-sales service will be a problem in the short or long term future?

MP: The timepiece market is seeing a continual increase in demand for highly technical, dress, sport and jewellery watches; therefore the need for eminently skilled watchmakers has increased along with the necessity of after-sales care.

Are there any unique challenges regarding jewellery watches and jewellery after-sales service?

MP: We care for jewellery and non-jewellery just the same. They are both fragile in their own ways.

What is the warranty for the stones on watches and in jewellery (e.g. if a stone falls out or is damaged somehow)?

MP: If a gemstone(s) falls out due to normal wear then Graff Luxury Watches will change the gemstones free of charge, however if there has been a shock to the pieces then this will be the responsibility of the client.

Source: Europa Star October - November 2014 Magazine Issue