Incus, an Austrian metal additive manufacturing company, has leveraged its Lithography-based Metal Manufacturing (LMM) technology in partnership with Swiss firm Neoshapes to support the redesign of precious metal watch cases for the high-end watch industry. The project began with disassembling an existing watch, using 3D scanning to create a high-resolution digital model, and after evaluating multiple design concepts, utilized LMM’s geometric freedom to produce new cases with intricate hollow details and fine structures. LMM, a photopolymerization and debinding-sintering based metal AM process, is designed for high-resolution, high-precision, and excellent surface quality metal parts, making it ideal for precision and aesthetics-driven applications. The technology works with precious metals like gold, silver, and platinum, achieving a print resolution of 35 µm and a sintered surface roughness as low as 2 µm Ra, enabling complex geometries difficult or impossible to achieve with conventional methods. This case demonstrates AM’s potential for customized, high-detail precious metal component production in the luxury sector.