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 exist in abundance at Browns.

If you follow watch news, you've no doubt had the MAD Paris name on your radar and newsfeed lately. A string of Audemars Piguet Royal Oak customs, ranging from ALYX and Casablanca collabs to the latest Marshmallow edition pictured below have put this label on the map. But, while the Parisian company has been in the spotlight lately for its Royal Oak updates, its Rolexes have long been the specialty.

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.

Customized Pre-Owned Rolex Deepsea Watch

Customized Pre-Owned Rolex Deepsea Watch

$45107

MAD Paris

Buy at Browns
Customized Pre-Owned Rolex Datejust Watch

Customized Pre-Owned Rolex Datejust Watch

$28353

MAD Paris

Buy at Browns
Customized Pre-Owned Rolex Cosmograph Daytona Watch

Customized Pre-Owned Rolex Cosmograph Daytona Watch

$90215

MAD Paris

Buy at Browns
Customized Pre-Owned Rolex Datejust Jubilee Ghost Watch

Customized Pre-Owned Rolex Datejust Jubilee Ghost Watch

$34346

MAD Paris

Buy at Browns
Customized Pre-Owned Rolex Cosmograph Daytona Watch

Customized Pre-Owned Rolex Cosmograph Daytona Watch

$71629

MAD Paris

Buy at Browns
Customized Pre-Owned Rolex Cosmograph Daytona Watch

Customized Pre-Owned Rolex Cosmograph Daytona Watch

$128993

MAD Paris

Buy at Browns
Customized Pre-Owned Rolex Daytona Watch

Customized Pre-Owned Rolex Daytona Watch

$98332

MAD Paris

Buy at Browns
Customized Rolex Cosmograph Daytona Watch

Customized Rolex Cosmograph Daytona Watch

$74109

MAD Paris

Buy at Browns
Customized Pre-Owned Rolex Milgauss Watch

Customized Pre-Owned Rolex Milgauss Watch

$30155

MAD Paris

Buy at Browns
Customized Pre-Owned Rolex Cosmograph Daytona Watch

Customized Pre-Owned Rolex Cosmograph Daytona Watch

$71629

MAD Paris

Buy at Browns

Want to keep browsing? Head to the Highsnobiety Shop for more products that we love. Highsnobiety has affiliate marketing partnerships, which means we may receive a commission from your purchase.

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