For that reason, luxury watch enthusiasts have tended to have a rather sniffy attitude towards fashion houses who have dabbled in watches. The results, they think, often have style but far too little substance.
While that might have been the case in the past, things are changing. Take, for example, the impressive line from Ralph Lauren. The fashion superstar has joined forces with Richemont, the Swiss firm behind leading watch brands like IWC and Piaget. While they provide the technical brilliance inside, Lauren provides the design pizzazz outside. The results are up there with the best, with prices to match.
Lauren may be crashing the haute horologie party, but his is not the only design house with a quality timepiece. We look at some of the best.
G Chrono black