Fendi Timepieces encourages customers to design their own watches online

Fendi IShine Customization

Fendi Timepieces is encouraging customers to create their own personal versions of the IShine watch using an online customization service. offers 210 variations including 33mm or 38mm case sizes in stainless steel, a two-tone 18ct yellow or rose gold plate, or stainless-steel. They then choose  gemstones configurations on the dial, and select a leather strap or bracelet.

A patented mechanism activates the rotation of three configurations of gemstones adorning the  dial of every IShine.

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Online, customers can specify 12 white topazes, 12 black spinels or 12 topazes

The gemstone choices on the dial are revealed by turning the crown at 3 o’clock.

“This new online program is available exclusively on and it allows women to choose every single detail of their Fendi IShine watch, embodying the Fendi’s tradition of luxury customization and creative expertise,” the company says.


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Rob Corder

The author Rob Corder