I always believed, right from the beginning, if you're going to do something, do it the best. If you're going to work, you want to enjoy it-make a product that you really enjoy selling or owning.

I always believed, right from the beginning, if you're going to do something, do it the best. If you're going to work, you want to enjoy it-make a product that you really enjoy selling or owning.

I think a lot of people are involved in art because of the fashion of art and the conversation. It gives them a certain sophistication, something to speak about. But art is, if it's conceptual, really about understanding the concept. And if it's beautiful, it's about seeing the beauty. It's gone much further than that now. There's too much commercialism attached to art. If the market cracks one day big-time, you'll frighten so many people away who will never come back. Because they don't really feel for art. People who buy art should want it because they love it, they want to enjoy it.

Art is like an avalanche being poured down your throat. You know it's going to crack, eventually it's going to go out of fashion. I wish there was much less happening. I wish there were fewer art dealers. I wish there were fewer auctions. I wish there were just two auctions a year.

The Graff Hallucination is a sculptural masterpiece; a celebration of the miracle of coloured diamonds. For many years I have thought about creating a truly remarkable watch that illustrates our all-consuming passion for diamonds. The Hallucination has made my diamond dream a reality.

I was always a little bit of a collector and a hoarder. And whenever I got involved in anything, whatever it was - even when I was a kid and I collected cigarette cards - I really got into it and had the most. So when it came to paintings, once I got the bug, I always wanted to buy something. But I really knew nothing about art.

When there's an opportunity, some people pass it by. I've been lucky enough to recognise opportunities and every day, in my business, there's an opportunity somewhere - to buy, expand, design.