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A partnership between hip-hop mogul Damon Dash and former Jacob & Co. designer Daniel Lazar, Tiret (which means “dash” in French) applies fine, often rare materials to handmade Swiss watches, creating heavy, sparkly conversation pieces. Gilded from ceiling to parquet, the neo-baroque showroom displays Tiret’s signature models, such as the Tiret Gotham GMT, a sturdy square watch that offers the hour in 25 time zones at the press of a button. A wall photo shows Usher’s profile replicated in multicolored diamonds on the face of his double chronograph watch. The salespeople encourage customization, enabling shoppers to pair precious gems with fossilized stones, aventurine, and an agate called “crazy lace.” And it’s standard practice (especially among celeb fans like Kanye West and Jill Zarin) to buy several additional bands and bezels. — Xander Kaplan