Artisans de Genève – Grand Prix Watches

Artisans de Genève is a watchmaking workshop based in Geneva, Switzerland. They specialize in watch modification services for private customers upon request, and have worked with several former Formula 1 drivers over the years.

La Montoya (2018)

The first Formula 1 driver to work with Artisans de Genève was Juan Pablo Montoya. The La Montoya was announced in November of 2018, and was based on a Rolex Daytona (ref. 116520 or 11650), featured a 22k grey gold rotor, and was available for purchase with a limited run of 50 pieces.

The first La Montoya, as would be the case for all subsequent versions, all feature a skeletonized dial and movement.

La Montoya Gold (2019)

The La Montoya Gold was unveiled shortly after in January of 2019. Based on a Rolex Daytona (ref. 116520/116508) with a solid gold rotor, the gold version of Montoya’s custom chronograph had a smaller run of 42 pieces.

Juan Pablo Montoya in the Williams FW26 at the 2004 British Grand Prix (Photo: Martin Lee, licensed under CC BY-SA 2.0, via Wikimedia Commons)

La Barrichello (2019)

Rubens Barrichello was the second Formula 1 driver to work with Artisans de Genève. The La Barrichello was privately commissioned by the Brazilian driver as a piece unique, and was announced in June of 2019. The one-off chronograph is based on a Rolex Daytona (ref. 116520).

La Barrichello Gold (2019)

The La Barrichello Gold was announced a month later as an unspecified limited edition that was available for purchase. The rose gold chronograph was based on a Rolex Daytona (ref. 116505). Both versions of the La Barrichello are skeletonized. Both versions featured a 21ct gold wheel rim-inspired rotor.

Rolex vs Artisans de Genève (2020)

In a well documented case that began in 2020, Rolex filed a lawsuit against Artisans de Genève. The workshop was initially notified of possible trademark infringement in 2020 at some point before the December lawsuit. As a response, Artisans de Genève changed its business model away from holding inventory of customized watches. From then on, only customizaton services were offered on watches already owned by clients.

La Montoya Platinum (2020)

The completion of the third La Montoya was announced in July of 2020, and was intended to be a platinum version of the first La Montoya in steel.

Its proximity and relationship, if any, to Rolex’s notification of possible trademark infringement is not well documented. However, the case back of the La Montoya Platinum does include “FOR JPM”, and does not suggest the existence or intention of a limited edition beyond the one example.

Mika Häkkinen Challenge (2021)

Mika Häkkinen worked with Artisans de Genève to create the Mika Häkkinen Challenge, which was announced in March of 2021. The titanium piece unique was based on a Rolex Daytona (ref. 116520), featured an openwork dial, manual winding, and was delivered with both an oyster bracelet and navy alligator leather strap.

La Montoya Rose (2025)

Montoya reunited with Artisans de Genève to announce the La Montoya Rose in July of 2025. It was based on a Rolex Datona (ref. 116505) and featured a 22k rose gold rotor.