French watchmaker Bell & Ross first adopted the skull as a design feature of its watches back in 2009, and revisited the concept again in 2011 and 2015.
In 2019, to mark its 10th anniversary, the concept is rising from the grave again in a family of limited edition timepieces where the movement makes the skull appear to grin and laugh.
The BR 01 Laughing Skull watch is also a throw back to animations of the 14th century when animated figures, driven by mechanical movements, were used in clock designs.
There are three limited editions in the family, each in 46mm cases where a skull and cross bones with pirate sword-shaped hands are framed by a guilloché pattern.
The entry level piece, limited to 500 units, will sell for $9,900. Two diamond models cost $18,000 or $30,000 depending on the number of stones. Both are made in runs of just 99 pieces.