An exceedingly rare, gold-on-gold Apple Watch has been spotted once again, this time on the wrist of pop icon Beyoncé, as Apple continues a stealthy but star-studded campaign to promote the watch as the ultimate luxury apparel item.
An image of the gold watch, combined with a gold link bracelet, was posted to the singer’s official blog on Monday. The sighting comes one week after designer Karl Lagerfeld sported a similar looking watch, bringing the grand tally of gold-on-gold watch sightings to two.
The custom design underscores Apple’s strategy to segment shoppers along a sliding scale of luxury, beginning with the $349 Watch Sport and nearly peaking at $17,000 for the Apple Watch Edition. The retail value for Beyonce and Lagerfeld’s custom-designed watches has not been revealed, however, as they’re not for sale.
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Here's What the Newest Apple Watch Apps Look Like and Can Do
![Request a ride on Uber with Apple Watch. Without reaching for your phone.](https://api.time.com/wp-content/uploads/2015/03/01-apple-watch.jpg?quality=75&w=2400)
![When you receive a notification, the Taptic Engine alerts you with a gentle tap.](https://api.time.com/wp-content/uploads/2015/03/screen-shot-2015-03-09-at-2-31-21-pm.jpg?quality=75&w=2400)
![You can scroll through and like images on Instagram right from your wrist.](https://api.time.com/wp-content/uploads/2015/03/03-apple-watch.jpg?quality=75&w=2400)
![](https://api.time.com/wp-content/uploads/2015/03/17-apple-watch.jpg?quality=75&w=2400)
![The SPG app on Apple Watch lets you check into your hotel and unlock your room.](https://api.time.com/wp-content/uploads/2015/03/08-apple-watch.jpg?quality=75&w=2400)
![Apple Watch will pull your boarding pass from Passbook when you’re near the airport.](https://api.time.com/wp-content/uploads/2015/03/02-apple-watch.jpg?quality=75&w=2400)
![You can buy lunch at places like Whole Foods using Apple Pay on Apple Watch.](https://api.time.com/wp-content/uploads/2015/03/04-apple-watch.jpg?quality=75&w=2400)
![See who’s calling without having to reach for your phone.](https://api.time.com/wp-content/uploads/2015/03/14-apple-watch.jpg?quality=75&w=2400)
![Get timely activity reminders and progress updates throughout the day.](https://api.time.com/wp-content/uploads/2015/03/05-apple-watch.jpg?quality=75&w=2400)
![](https://api.time.com/wp-content/uploads/2015/03/06-apple-watch.jpg?quality=75&w=2400)
![Receive your iPhone notifications.](https://api.time.com/wp-content/uploads/2015/03/09-apple-watch.jpg?quality=75&w=2400)
![The Workout app provides more detailed measurement during specific activities.](https://api.time.com/wp-content/uploads/2015/03/11-apple-watch.jpg?quality=75&w=2400)
![Apple Watch encourages you to sit less. Move more. And get some exercise.](https://api.time.com/wp-content/uploads/2015/03/13-apple-watch.jpg?quality=75&w=2400)
![Swipe up from the watch face for Glances, quick summaries of the information you use most.](https://api.time.com/wp-content/uploads/2015/03/15-apple-watch.jpg?quality=75&w=2400)
![In the Now Playing Glance, you can control your music right from your wrist.](https://api.time.com/wp-content/uploads/2015/03/16-apple-watch.jpg?quality=75&w=2400)
![In addition to timekeeping, communications, and health and fitness, Apple Watch lets you do so much more.](https://api.time.com/wp-content/uploads/2015/03/10-apple-watch.jpg?quality=75&w=2400)
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