Graff is a British luxury jeweler and watchmaker founded in 1960 by Laurence Graff in London. The company remains privately held under the Graff family. Laurence Graff, who was appointed OBE in 2013, is recognized as one of the most important diamond dealers of the modern era.
Graff has acquired and cut many of the world's most significant rough diamonds, including the Lesedi La Rona (1,109 carats, the largest gem-quality diamond discovered in over a century), the Graff Pink (a 24.78-carat fancy intense pink diamond that sold for $46.2 million at auction in 2010), and the Wittelsbach-Graff Diamond (a 31.06-carat deep blue diamond). The company operates its own diamond cutting and polishing facilities in Johannesburg, Botswana, and New York, maintaining control over the process from rough stone to finished piece.
The brand's jewelry collections feature high-quality white and fancy colored diamonds in designs that emphasize the stones' natural beauty. Signature collections include the Butterfly, Spiral, and Classic Graff lines. Each year, the brand produces one-of-a-kind high jewelry pieces featuring exceptional stones.
In watchmaking, Graff produces the GyroGraff (a timepiece with a double-axis tourbillon), as well as jewelry watches and the Spiral and Classic collections. The brand's watches are manufactured in Geneva.
Graff operates approximately 60 retail locations worldwide, including flagship boutiques on Bond Street in London, Madison Avenue in New York, and Place Vendome in Paris. Pricing starts at approximately $5,000 for fine jewelry and extends into tens of millions for exceptional high jewelry pieces.