The Rolex Datejust is many things: versatile, recognisable, quietly confident. Loud is not usually one of them. With its latest project, Designa Individual Watches (better known as DiW) changes that.
A Datejust in full colour
The concept is simple and uncompromising: commit to one colour and go all the way. The bezel is set with baguette-cut rubies, their clean, rectangular cuts forming a continuous ring of deep red around the dial. Within that frame sits a vivid red sunburst dial that shifts in tone as light moves across it, from bright crimson to near-burgundy.
To finish the look, DiW pairs the watch with a matching red crocodile strap. The result is a Datejust that keeps its familiar proportions but trades restraint for full-on statement. It’s colour work and gem-setting with real intent behind it.
Who is DiW?
Designa Individual was founded by two artists and they have their headquarters in Germany. The brand initially didn’t start out with watches. Its roots lie in high-end customisation of personal devices, and that pursuit eventually led the team into traditional watchmaking. Today DiW describes itself as an independent atelier dedicated to watch customisation since 2015.
The philosophy is that every piece should be one of a kind. Projects are developed in close collaboration with the future owner, translating personal taste into a singular timepiece. The ruby Datejust is a perfect example of that approach in action.
Inside the atelier
DiW is best known for its work with advanced composites. Carbon, quartz fibre and titanium are refined in-house and then combined with gold and precious stones. Its process pairs precision machining, which defines a component’s structure, with hand finishing that gives each part its final appearance.
That approach has earned DiW a high-profile following. Floyd Mayweather, Kygo and UFC champion Khamzat Chimaev are among the wearers of its creations.
The verdict
This ruby Datejust shows a different side of DiW. Instead of high-tech carbon, it leans on classic gem-setting and colour, and proves the atelier is just as comfortable with rubies as with composites.
With gem-set watches firmly back in the spotlight, this release makes perfect sense. Colourful gem-setting was on full display at Watches and Wonders 2026, and brands that once kept their most extravagant jewelled pieces for private clients are now showing them off openly. Even Rolex keeps releasing gem-set off-catalogue models. DiW’s ruby Datejust taps right into that momentum.
Whether you see it as too much or exactly right, it’s impossible to ignore. As for us? We’re big fans.
More info: https://designa-individual.com/
Note: DiW is an independent customiser and is not affiliated with or authorised by Rolex. Modifying a watch this way typically voids the original manufacturer’s warranty.