This week, Apple's Watch presentation drummed up a lot of buzz surrounding its $14,000-$24,000 gold timepiece.
But that's nothing compared to a $US55 million ($72.4 million) diamond-encrusted watch.
We've rounded up the latest timepieces that cost more than $US1,000,000 ($1.31 million), disregarding auction prices and past sales. We only included watches that are currently on the market that you can actually buy.
That is, if you can afford it.
Click the gallery to see seven of the most expensive watches in the world.