The Colour Purple
occupies almost no space in serious watchmaking. Too bold for most, too difficult to resolve well. Amethyst was built around the conviction that it could be done — and done with restraint.
Your story, translated into a watch
Amethyst
A one-of-one piece shaped through conversation, refinement, and a search for something no one else would have.
Amethyst began with a desire for uniqueness and became a custom watch built around a vivid purple guilloché dial, balanced proportions, and details chosen to feel personal at every level.
Created as an engagement piece, it stands as a reminder that the most meaningful objects are the ones made specifically for the life they mark.
The project of Mr. T.J.D.
The Purple Dial
There are colours that decorate a watch, and there are colours that define it. Purple belongs to the second category: rare, exacting, and impossible to ignore when treated with conviction. It was this quality that gave Amethyst its direction from the beginning. Not boldness for its own sake, but the search for something with a truly singular identity.
At the heart of the watch is a purple guilloché dial that changes with the light. As the angle shifts, the colour deepens, brightens, and reveals the spiral underneath. It gives the watch its character and is the first thing that holds the eye.
Everything else was shaped around the dial. The case was kept clean and composed. The hands were kept sharp and simple, giving the watch definition while letting the dial remain the focus.
The result is a watch that feels distinct from the first glance. In Amethyst, the dial is not just the highlight. It is the foundation of the whole piece.
“ In an oversaturated market, uniqueness is hard to come by. The amethyst watch is a showstopper, and the process behind creating this custom watch was a singular experience, perfect for an engagement watch meant to celebrate a significant milestone. ”
A Closer Look
The Texture Guilloché
is a pattern cut into metal or applied to a dial to create depth and movement. On Amethyst, it catches light differently at every angle — shifting between violet and deep indigo depending on how the watch is held.
The Hands
Full BGW9 lume. Blue in daylight, glowing softly at night. Chosen not for spectacle, but because they add a second layer of life to a dial that already has plenty of its own.
The Mark
The dial reads Persa Atelier Custom — designating this as a commission from the house. Below the caseback, the owner's initials. Two small details that make a one-of-one piece fully, irreversibly personal.
The Making of a Milestone
The Colour
Purple is not a colour the watch industry does well. It is either overdone, loud, unconvincing, or avoided entirely. The dial on Amethyst sits in neither category. As the watch moves, light travels across the guilloché pattern in a slow spiral — brightening at the peaks and deepening in the grooves — giving the dial a sense of motion even when the watch is still. It is the kind of colour that looks different every time you look at it, and that is exactly the point.
The Case Finishing
The case on Amethyst is built with more intention than it first reveals. Look closely and a fine radial line emerges around the bezel — a subtle detail that adds depth without announcing itself. Combined with the CNC-machined surfaces and overall finishing quality, it is the kind of craftsmanship that rewards the people who actually pay attention.
A Slimmer Presence
At 11mm thick, Amethyst is the thinnest watch to come out of the Persa atelier. It is a number that only makes sense when the watch is on the wrist — sitting flush, unobtrusive, and closer to the skin than most watches its size have any right to be.
A dial this bold deserves a case that disappears beneath it. The slim profile ensures that Amethyst is worn, not carried.
A Closer Look
A view of the details that shape the piece.
How It Works
A custom watch should feel personal from the first consultation to the final piece. Our process is simple, collaborative, and built around clarity.
01
Share Your Idea
Tell us what you have in mind. It can be a fully formed concept or just a feeling, a colour, or a reference image.
02
Refine The Direction
We work with you to shape the design, refine the details, and make sure the final direction feels cohesive and considered.
03
Bring It To Life
Once approved, your watch is built with care and delivered as a piece that feels distinctly yours.
From Idea to Object
Begin your own story
Every custom watch begins somewhere different. Sometimes with a colour. Sometimes with a memory, a place, or a feeling that refuses to leave you. What matters is not starting with perfect clarity, but starting with something real.
Through consultation, references, and refinement, that starting point is shaped into a watch that feels personal, cohesive, and worthy of being worn for years to come.
If this piece speaks to you, your own can begin here.
A custom project can begin with a color, a memory, a place, or a feeling.
Frequently Asked Questions
Custom Watches, Thoughtfully Built
A custom watch should feel personal, but also cohesive and well resolved. Below are a few common questions about how the process works.
Do I need to know exactly what I want before reaching out?
Not at all. Some clients come with a fully formed concept, while others begin with only a colour, mood, or reference image. The process is collaborative, and part of the work is refining the direction together.
What parts of the watch can be customized?
Customization may include elements such as the dial, hands, bezel, strap, colour palette, and other visual details depending on the project. Each watch is approached with an emphasis on proportion, cohesion, and overall feel.
Can you build a watch from any idea or reference image?
Reference images are a great starting point, but each project is shaped by what can be sourced, refined, and built to a standard we are proud to stand behind. The goal is not to recreate just anything, but to create something personal, beautiful, and well resolved.
How much does a custom watch cost?
Pricing depends on the scope of the project and the components involved. Once the direction is clear, a more accurate quote can be provided. If you have a budget in mind, sharing it early helps shape the process.
How long does a custom project take?
Lead times vary depending on the design and sourcing requirements, but most custom projects take several weeks from final approval to completion. More involved builds may require additional time.
Will I see the design direction before the watch is built?
Yes. The concept is discussed and refined before moving forward, so there is clarity around the overall direction before the build begins.
How do I get started?
The best way to begin is to reach out with your idea, references, or general direction. From there, we can discuss what is possible, refine the concept, and outline the next steps.