With an 18-carat gold case, the range-topping Apple Watch Edition, which comes in at £13,500, is certainly not devoid of bling appeal.
But now there's an even more luxurious version on the market.
The Lux Watch is a modified version of Apple's wearable that can cost up to $115,000 (£87,000), thanks to some rather flashy extras.
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It's created by Brikk, who were also behind the $1m solid gold and diamond-encrusted iPhone 7, and although it's slightly cheaper, it gets the exact same treatment.
There are two models to choose from. The Deluxe costs $48,995 (£37,000) and comes with leather straps.
You can choose between a 38mm or 42mm watch face and there are three finishes – 18 carat yellow gold, pink gold or platinum marked out with a 950 purity rating.
Two-carat natural diamonds pepper the face edge and the crown, adding up to 11.30 carats in total.
Stepping things up, the Lux Watch Omni uses a tank-track strap to make room for even more 18-carat gold and 2.3-carat gemstones, giving you a dazzling 12.30 carats. Again, the choice of three finishes is available, along with the two face sizes.
Each watch arrives in an all-aluminium case made by Zero Halliburton, with a carbon fibre and suede interior - the far less exotic charging cables and Apple guidebooks are kept inside.
For more on personal tech and the latest luxury news, follow @the_week_portfolio on Instagram
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