The A-Team
Andre Agassi’s winning traits — precision, flair and personality — are perfectly showcased in his collaboration with Artisans de Genève, an atelier devoted to the art of bespoke horology.
When Andre Agassi appeared on the tennis circuit in the mid-to-late eighties, the sport did not know what to do with him. Tennis, after all, was still a game of decorum, an atmosphere that owed more to the All England Lawn Tennis & Croquet Club than Glastonbury. But along came multicoloured Andre, with the mullet and the accessories, and the tennis establishment found itself in a commotion.
Yet the rebellion was not merely cosmetic. Beneath the flamboyance was a competitor of extraordinary intensity who would go on to win eight grand slam titles and become one of the defining athletes of his generation.
It is precisely this spirit of individuality that lies behind his commission with the Geneva atelier Artisans de Genève, a workshop devoted to one of the most intriguing and zeitgeisty ideas in contemporary horology: the personalisation of watches.
There are, broadly speaking, two ways to look at a watch. The first is the conventional approach: a maison conceives a model, designs it, manufactures it, and presents it to the world as a finished object. The client purchases it and wears it exactly as it left the manufacture. The second approach is more personal. What if a watch could evolve with its owner? What if it could reflect not only the aesthetic codes of a brand but the personality, history and character of the individual who wears it? This is the philosophy that defines Artisans de Genève.
Founded in 2005, the atelier occupies a curious and fascinating space within the watchmaking world. It does not design watches for sale and it does not operate like a traditional manufacture. Instead, the workshop works exclusively at the request of collectors who already own a timepiece and wish to transform it into something entirely their own. If the traditional watch industry resembles haute couture, Artisans de Genève operate closer to bespoke tailoring. The analogy is not accidental. The founder, John Isaac, grew up surrounded by craftsmanship. His grandfather was a tailor who possessed a deep admiration for watchmaking, and the young Isaac absorbed early the idea that the finest objects are not merely well made, they are made for someone.
What if a watch could reflect the history and character of its owner? This is the philosophy of Artisans de Genève.
Anyone who has experienced Savile Row understands the principle instinctively. A bespoke suit begins not with cloth but with the client: their posture, their habits, their tastes, their life. Only then does the cutter begin their work. Artisans de Genève apply precisely the same philosophy to watches. Clients arrive with an idea, sometimes a clear visual concept, sometimes simply a feeling about how they would like their watch to evolve. The artisans listen carefully, discussing aesthetic direction, technical possibilities and the personal story behind the project. From there the idea is translated into sketches. Drawing is the moment when the concept begins to take shape. Designers and watchmakers work together to ensure every intervention remains coherent with the architecture of the original watch. A dial cannot be altered simply for visual effect; it must maintain balance. A mechanical modification must remain faithful to the movement’s integrity.
Once the design achieves this delicate equilibrium, the atelier moves into prototyping. This stage can take weeks. Components are studied, refined and reconsidered until the final vision begins to emerge. Because each project is effectively unique, there is no reliance on repetition or standardisation. Every element, from hands and dial textures to finishing techniques and movement architecture, must be approached individually.
The process typically takes around eight to 12 months. For the craftsmen inside the Geneva workshop, each project becomes a new adventure. The smallest details receive extraordinary attention: the finishing of a bridge, the tone of a dial, the proportion of a hand. These are the details most people never see. They are also the details that define great watchmaking. It is no surprise that the clients drawn to Artisans de Genève tend to be people who have built their reputations on independence. Over more than 20 years the atelier has collaborated with a remarkable roster of personalities — musicians such as Lenny Kravitz and Adam Levine, filmmakers such as Spike Lee, and racing drivers such as Juan Pablo Montoya.
These are people who have rarely been interested in following the script. Andre Agassi belongs firmly in that category. When he approached Artisans de Genève, his intention was simple but compelling. He wanted a watch that reflected his journey — not merely as a tennis champion but as a person who had always resisted convention. The artisans responded by approaching the project as they do every personalisation: by studying the story behind the individual.
