In its quest to make the world's hardest watch, Rado naturally turned to the world's hardest material - diamond.
The new V10K - short for Vickers 10,000, the official measure of hardness - uses hi-tech diamond to protect the case and connections, making the watch truly scratchproof and virtually indestructible.
To streamline the design, there is no crown - the hands can be adjusted on the case back with a magnetic contact element integrated in the strap.
We're saving our pennies in an old Natwest piggie in the hope of buying one for the £2590 asking price.
It's on sale now via Rado's website.