Chronos, Japan 2024 - The Unique Brand Value of a Diamond Maison as Exemplified by a One-of-a-Kind Timepiece

Vartkess Knadjian, who has dedicated nearly five decades to the world of diamonds since joining Backes & Strauss in 1976, has served as the company’s CEO since 2000. He recently introduced the remarkable “Argyle Pink Diamond Collection.”

“This collection is based on our classic ‘Regent’ timepiece, but it offers something truly unique. The Argyle pink diamonds featured in this model are exceptionally rare, as the Argyle mine, where they were sourced, closed in 2020. When we acquired these rare gems, we carefully considered how to showcase them, and ultimately chose the Regent - a model that has long been a hallmark of our collection.”

The Argyle Pink Diamond Collection showcases the most exquisite and unique diamond watches, crafted by a company with a heritage dating back to 18th-century. London, England. “While it is possible to create custom-made, one-of-a-kind timepieces and jewelry, this collection cannot be replicated. That’s why I want people to understand that its value goes beyond the monetary—this collection holds something truly special.”

At the same time, it is clear from the brand positioning Knadjian aims for that this collection goes beyond the concept of a special diamond watch crafted by a historic diamond maison. “I have been deeply immersed in the diamond industry throughout my career. Although I entered the brand’s watch business in 2006, I grew up surrounded by watches, as my father was a watchmaker trusted by the Emperor of Ethiopia. I have a deep love for watches. This allows me to position the brand as both a fine watchmaker and a diamond jewelry house. Moving forward, I aim to create jewelry that complements our diamond watches, with the watches remaining the centerpiece of our business.”

While many brands offer both watches and jewelry, the majority are primarily jewelers, with jewelry as their flagship product. In contrast, Backes & Strauss, a true diamond maison, under the leadership of Vartkess Knadjian, is positioned as a brand with diamond watches at its very core.

“I am currently collaborating with my son to define the brand’s future strategy and direction. My intention is to pass the torch to him as my successor,” Knadjian remarks. Yet, his passion and insight when discussing the brand and its products make it clear that he continues to lead with vigor and vision.

Backes & Strauss “Regent Argyle”

This exclusive model from the “Regent” collection is exquisitely adorned with rare Argyle pink diamonds, totaling 2.34 carats. It is offered as a set, including matching earrings, a pendant, and a ring, all featuring Argyle pink diamonds. Each diamond is an ideal cut. The watch is self-winding, crafted in 18K white gold (length 38 mm x width 32 mm). Price: 53,900,000 yen (includes the watch, earrings, pendant, and ring).

CEO of Backes & Strauss. Born in Ethiopia in 1955, he is the son of a watchmaker highly trusted by Haile Selassie I, the Emperor of Ethiopia. After enrolling in the London School of Economics (LSE), he apprenticed under the brother of Marcel Tolkowsky, who is widely credited with conceiving the ideal cut proportions for a diamond. He joined Backes & Strauss in 1976 and has served as the company’s CEO since 2000. In 2006, the company partnered with the Franck Muller Watchland Group to develop a collection of diamond watches.