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.
Read next: This Is How Tech Will Totally Change Our Lives by 2025
Get The Brief. Sign up to receive the top stories you need to know right now.
Listen to the most important stories of the day.
- Meet TIME’s Newest Class of Next Generation Leaders
- After Visiting Both Ends of the Earth, I Realized How Much Trouble We’re In
- Google Is Making It Easier to Remove Personal Info From Search
- Oil Companies Posted Huge Profits. Here’s Where The Cash Will Go (Hint: Not Climate)
- Column: We Asked Hundreds of Americans About Abortion. Their Feelings Were Complicated
- A Short History of the Rise, Fall, and Rise Again of the Marcos Family
- Long-Lasting Birth Control Is Already Hard to Get. Advocates Worry It May Only Get Worse
- Who Should Be on the 2022 TIME100? Vote Now
