With Millennials set to be the highest-spending generation globally from 2020 and Gen Z already making up 35% of the world population, it is no surprise that building relationships with these demographic groups is front of mind for watch and jewelry retailers.

Urban Jürgensen is making a bold move into making luxury watches in steel for the first time in its 200 year history.

Limited to 100 pieces, the latest addition is the opposite of its colorful predecessors but still comes in the dodecagonal case.

The MTGB1000B-1A4 has a new bright red urethane band, as well as a black IP case with silver and red accents on the dial.

The brand is paying tribute to its military heritage and will release the watches limited to 300 pieces each.

The watch, which has a pre-sale estimate of CHF 1 million to CHF 2 million, is thought to be one of only 50 made in pink gold by Rolex and only ten with the star dial.