Seroj de Graaf is a Dutch product designer who is living and working in the city of Amsterdam, the Netherlands.
After his study Product Design at The Arnhem Academy of Art and Design and an internship at the renowned Marcel Wanders Studio, he founded his own design studio some 10 years ago. In 2012 he joined forces with business innovator Jeroen Pliester which has resulted in a new company: City Cufflinks International.
Seroj is known for his great eye for detail and broad knowledge on materials and techniques. His focus is on high quality lifestyle products. He has a dedicated approach to add value and meaning to products and brands. This enables him to design and develop well detailed products attuned to a worldwide audience.
THE DESIGN PROCESS
Seroj sourced the original building plans from the Amsterdam city archive to create a precise model of existing typical Amsterdam canal houses.
The cufflinks are casted in small batches, then refined and finished by hand to the highest standard. The process is a harmonious blend of technology and craftsmanship.
With the houses constructed in a circle, the cufflink has a precisely-faceted surface that playfully catches the light. The eye is then drawn to the row of canal houses intricately carved around the edge. It is a striking modern design, but with a charming and respectful nod to Amsterdam’s heritage and the elegance of the ‘Gentleman’s Canal’.