Geneva—For those consumers not satisfied with a $50,000 watch, Vacheron Constantin has created a new division that will specialize in customized watches.

The Atelier Cabinotiers division will run out of Vacheron Constantin’s 100-year-old Geneva boutique and will allow anyone who purchases a Vacheron Constantin watch to pay an additional fee to customize the timepieces.

The division will offer three levels of customization:

At the first level, consumers can have an existing watch customized or detailed in a small way, such as having it engraved by Vacheron Constantin engravers.

At the second level, consumers can shell out an additional 20 percent of the retail price of a new watch and have it customized in a more significant way, such as changing the color of the dial, changing the design of the guilloché or changing the watch movements and complications.

The third level allows consumers to work with the Vacheron Constantin design team to custom-create a new watch.