How NFL Star CeeDee Lamb Built His Custom Diamond Watch in NYC

When you think of custom watches, you might imagine celebrity rappers or YouTubers, but more and more pro athletesare stepping into the game. Just last month, Dallas Cowboys star CeeDee Lamb touched down in NYC’s Diamond District to do something unique: design his first-ever custom iced-out timepiece.

“I already have a few Rolexes,” he said. “But I wanted one that felt like me — something that no one else had.”

He didn’t walk into just any jewelry shop. He headed straight to one of New York’s most respected watch and diamond boutiques, tucked inside Booth GF-10 at 44 W 47th Street. Known for crafting one-of-a-kind engagement rings, lab-grown diamond sets, and rare luxury watches, this spot caters to athletes, business execs, and collectors alike.

Step 1: Choosing the Base — Pre-Owned, But Iconic

CeeDee started by choosing a pre-owned stainless steel Audemars Piguet Royal Oak Offshore — a clean slate with legacy. The watch, though used, was in near-mint condition. By starting with pre-owned luxury watches, he saved thousands while still flexing with serious Swiss movement.

Step 2: Full Customization Begins

From there, the in-house jewelers began sketching concepts:

• Bustdown bezel and bracelet with VS diamonds

• Blue enamel dial with his jersey number “88” in white gold

• Sapphire case back engraved with “It’s My Time”

• Custom clasp with a hidden football icon

Each diamond was handset under microscope. The entire process took two weeks. No factory setting, no shortcuts — just true NYC craftsmanship.

Step 3: The Reveal

When CeeDee returned to pick up the watch, it was packed inside a black velvet box with spotlights. As he opened it, his reaction said it all. “This is the hardest piece I’ve ever owned,” he said, posting a slow-motion unboxing on his Instagram story.

Now fans are buzzing about whether this might spark a full diamond jewelry line — but for now, it’s just a personal trophy.

The Bigger Trend: Athletes Are the New Collectors

More pro athletes are shifting from flashy impulse buys to intentional collecting — investing in timeless luxury timepieces, high-clarity diamonds, and custom sets with lasting value.

And NYC is still the hub for that crossover between performance and prestige. Whether it’s an NFL star or a groom shopping for the perfect engagement ring, the Diamond District offers a unique blend of access, design, and trust that’s hard to match anywhere else.