Luxury watch brand Backes & Strauss has launched an app for the iPad and iPhone.
As well as being able to browse its full collection of timepieces and keep up to date with brand news, the app allows users to create their own Backes & Strauss timepiece using its The Watch Creator function.
Users can select every element of the virtual watch using The Watch Creator, from the style of case, how the diamonds are set, which numerals and dial to use, and the colour of the strap.
Once the dream virtual watch has been created, users can then share it with friends through email or send it to their nearest Backes & Strauss retailer.
The apps are now available for free through iTunes.