‘Watch Choker’ – a bold idea carried out by Rihanna, a famous singer with a notorious spending habit. Recently, she stunned her fans with the image of turning an extremely luxurious watch from the Jacob & Co brand into a unique necklace.

Arriving late to the Louis Vuitton Men’s Spring Summer 2024 show, Rihanna and her boyfriend A$AP didn’t get any photos in front of the event’s golden backdrop. The two slowly made their way to their seats as the show began.

However, despite their discreet appearance, the two still could not escape the attention of the media. It is easy to see that Rihanna was invited by her close friend Pharrell Williams to wear a full set of pixelated patterns from the Louis Vuitton Men’s Spring Summer 2024 collection designed by him. It is also easy to understand the favoritism towards Rihanna, because she is the face of the official promotional campaign for the collection.

The businesswoman’s style has always been expensive accessories, sparkling diamonds. And this time, as expected, she appeared outstanding with a gorgeous necklace and earrings, but the most outstanding was the choker necklace.

If you don’t pay attention, you’ll only see a luxurious necklace studded with diamonds. However, look closely and you’ll see the hour and minute hands working and the tourbillon in motion. Rihanna’s actually wearing a watch around her neck!

As observed, this is a work of the Jacob & Co watch brand, one of the most famous luxury watchmakers in the world.

The watch has an 18K white gold case, a movement that incorporates an extremely difficult flying tourbillon feature, and is set with 339 baguette diamonds (weighing in at over 30 carats). True to the lyrics in her song Diamonds, Rihanna “shines like a diamond”.

Jacob & Co revealed that the Flying Tourbillon watch Rihanna wore is worth $700,000 (about 16.8 billion) and there are only 18 pieces in the world.

Additionally, Jacob & Co. said Rihanna contacted the brand to design a custom watch for her appearance at the Louis Vuitton show. “In preparation for the fashion event, Rihanna decided that she would wear her watch in a completely different way,” reads a press release from Jacob & Co. “She came to Jacob & Co. with the idea, as she has done many times before.”

The Umbrella singer is a collector of high-end watches and diamond jewelry. The actress has appeared in many luxury watches. Before appearing at the Louis Vuitton show in Paris, Rihanna wore a Jacob & Co watch during the 2023 Super Bowl halftime performance, causing a stir on social media.