Considered guidance. At every step.
Explore the details of a custom build, find answers to your questions, and care for the watch you make your own.
Your Build, Step by Step
1) Choose Your Base
Explore Submariner-style, GMT, Presage-style, Royal Oak-style, Datejust-style, Santos-style and Daytona-style designs in the visual watch builder, and Day-Date designs. Think about your wrist size, wardrobe, and daily wear.
2) Dial & Hands
Pick a texture (linen, sunburst, lacquer), index style, and handset (dauphine, leaf, baton). We’ll help balance legibility and style.
3) Case & Crystal
Our watch models have sapphire crystals and stainless steel cases. Case sizes range from 31 to 41 mm across the current collection; check your chosen model for its exact size. Leather strap options use genuine leather.
4) Bracelet or Strap
Oyster, Jubilee, integrated, or leather. We’ll size your bracelet so it’s ready to wear out of the box.
5) Personalize
Add personal dial text or a logo. Rotor text is available only where the builder offers a compatible exhibition caseback. Closed backs have no rear customization. The Daytona uses a solid caseback and has no rotor. Vector files (SVG/AI) or a high-resolution PNG work for dial artwork.
6) Approve & Build
We confirm your spec, assemble and regulate at the bench, then ship in a presentation box with a QC check.
Customization Options (PDF)
Preview our guide to dials, hands, finishes, bracelets, and engraving. Download it for reference while you plan your build.
Inside the Workshop
How Your Custom Watch Is Made
Every AP Custom watch is built piece-by-piece: case, dial, hands, and bracelet are all selected, aligned, and regulated by hand. This quick look inside the studio shows exactly what goes into your build.
- Hand-assembled with the movement selected for your build
- Dial, handset, and case finished to your spec
- Timing, regulation, and final QC before shipping
Returns & Refunds
Custom-Made Policy: Every AP Custom watch is built to your specifications. Because your piece is unique to you, returns are not accepted.
Workmanship Guarantee: If there’s any workmanship issue on arrival (alignment, finishing, engraving quality, etc.), contact us within 7 days of delivery with photos and your order number. We’ll evaluate and make it right with repair or replacement at our discretion.
Order Changes: Minor changes may be possible before assembly begins. Once components are ordered or work has started, changes may incur costs.
Questions? Talk to a builder and we’ll walk you through options before you approve the final spec.
Frequently Asked Questions
How much is shipping?
Your shipping fee and applicable taxes are shown at checkout before payment.
How long will my build take?
Customized orders have an estimated build time of 2 weeks. Shipping time is additional. You will receive another email with your tracking number and shipping information once your build is complete.
Can you help me choose combinations?
Yes. Send us a few inspirations (photos or colors) and we’ll suggest dial/hand/bracelet combos that look incredible together.
What movements do you offer?
Movement choices depend on the model: NH35 automatics, C automatic and C GMT options, TMI NH34 GMT, and TMI VK63 meca-quartz for the Daytona. The women’s Santos uses Miyota 2025 quartz, and the women’s Tank uses Seiko VJ42 quartz. Day-Date and other size-specific builds use a compatible movement confirmed by the studio. Open-heart and skeleton designs require a compatible movement confirmed with the studio. The VK63 is not an automatic and has no rotor for an inscription.
Can I add a logo or text to the dial?
Absolutely. Vector (SVG/AI) preferred; high-resolution PNG works too. We’ll proof with you before printing.
What wrist sizes do you support?
We can size bracelets for most wrists. Current women’s cases range from 31 to 35.2 mm and men’s cases from 38 to 41 mm. Refer to each model’s specifications and contact our build team for help with fit.
Do you accept returns?
No—since each piece is custom-made to your specification. If something’s wrong with workmanship on arrival, we’ll make it right. See our policy above.
How do I clean and care for my watch?
Use a soft microfiber to wipe down case/bracelet. Avoid harsh chemicals. For water resistance, keep the crown fully seated.
Ready to Design Yours?
Start with the platform that fits your style. We’ll help refine the details and assemble it to last.