Graff has created a transformable diamond watch called the Fascination which it values at $40m (£27m).
Showcased at its stand this week, the ‘Fascination Watch’ incorporates 152.96 carats of the finest white diamonds. At the heart of the piece lies an exquisitely rare 38.13 carat D flawless pear shape diamond, cut and polished by Graff.
Founder and chairman of Graff Diamonds, Laurence Graff, played an integral role in the design and creation of The Fascination, which the brand says demonstrates the close relationship between Graff’s London and Swiss ateliers.
“We are inspired by the rarest and most precious diamonds – their influence is evident throughout everything we do. The Fascination is an outstanding piece, carefully crafted so it can be worn in a number of ways,” said Graff.
The watch face can be removed from the piece to allow it to be worn as a bracelet.
Graff debuted at Baselworld last year showcasing the Hallucination, the world’s most expensive watch set with an astonishing array of fancy coloured diamonds. The watch was valued at $55m (£36.8million).