Luxury custom watches tread a microscopically thin line between sacrilegious distortion and ingenious homage. When done right, they breathe new life into iconic models, updating them in line with contemporary tastes while retaining what makes them so covetable in the first place. What’s more, the right custom sets your watch game apart from an already exclusive luxury crowd, making a luxury custom watch a serious lifetime investment.

MAD Paris’ out-there luxury watch customizations could only be the brainchild of two watch lovers. Using Rolex, Audemars Piguet, Patek Phillipe, and more as its canvases, MAD Paris marries tradition and modernity in every custom. This dichotomy is perhaps most obvious in the brand’s Rolex customs which just dropped at Luisaviaroma.

The legendary Rolex Daytona, Submariner, Milgauss, Datejust, and Sea Dweller models form the basis to a host of luxury reinterpretations which, at their core, pay tribute to the inimitable watch designs. Whether you’re into eye-catching timepieces with tailored dials, hands, bezels, and crowns, or you like your customs dialed-back with a simple colored coating, MAD Paris x Rolex has it all.

Shop our favorite bits from MAD Paris x Rolex below.

MAD Paris 40mm Rolex Daytona Watch

40mm Rolex Daytona Watch

40mm Rolex Daytona Watch

$65813

MAD Paris

Buy at Luisaviaroma

Named after the City of Speed — Daytona, Florida — the Rolex Daytona is one of the watchmaker's most-loved models. The classic chronograph gets a strong, colorful update at the hands of MAD Paris, but the silver case ensures none of the classic beauty is lost.

MAD Paris 40mm Rolex Submariner Watch

40mm Rolex Submariner Watch

40mm Rolex Submariner Watch

$44208

MAD Paris

Buy at Luisaviaroma

When you think of Rolex, you probably think of the Submariner. Originally released in 1953, the Submariner has grown to dominate the world of luxury watches and this all-black iteration from MAD Paris pays homage to the timeless shape and design.

MAD Paris 40mm Rolex Daytona Watch

40mm Rolex Daytona Watch

40mm Rolex Daytona Watch

$70688

MAD Paris

Buy at Luisaviaroma

This Daytona custom is all about subtle detailing. From a distance, it might appear as a regular Daytona but closer inspection revealed a Fleur de Lis-lined Bezel and carved embellishment to the bracelet.

MAD Paris 40mm Rolex Milgauss Watch

40mm Rolex Milgauss Watch

40mm Rolex Milgauss Watch

$35923

MAD Paris

Buy at Luisaviaroma

Created to withstand magnetic interference of 1000 Gauss — hence the name — the Rolex Milgauss saw the light of day in 1956 and features a face that matches the famed simplicity of the Submariner. MAD Paris makes it even easier to read by adding orange dial increments against a black backdrop.

MAD Paris 40mm Rolex Daytona Rainbow Watch

40mm Rolex Daytona Rainbow Watch

40mm Rolex Daytona Rainbow Watch

$107250

MAD Paris

Buy at Luisaviaroma

Aside from the rainbow-jeweled bezel, this Daytona is almost untouched. That said, the rainbow bezel certainly can't be overlooked. If any model embodies MAD Paris' ability to bring something new and exciting to the table without losing the original charm of a watch, this is it.

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