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
Here's What the Newest Apple Watch Apps Look Like and Can Do
More Must-Reads From TIME
- The 100 Most Influential People of 2024
- How Far Trump Would Go
- Scenes From Pro-Palestinian Encampments Across U.S. Universities
- Saving Seconds Is Better Than Hours
- Why Your Breakfast Should Start with a Vegetable
- 6 Compliments That Land Every Time
- Welcome to the Golden Age of Ryan Gosling
- Want Weekly Recs on What to Watch, Read, and More? Sign Up for Worth Your Time
Contact us at letters@time.com