Wall Street Journal - 4/25/08
In April the Swiss watchmaker Romain Jerome (which last year created a watch made from remnants of the Titanic) introduced the "Day&Night" watch, which unfortunately does not provide a reading of the hour or the minute. Though it retails for about $300,000, it tells only whether it is "day" or "night" (using a complex measurement of the Earth's gravity). CEO Yvan Arpa said studies show that two-thirds of rich people "don't (use) their watch to tell what time it is" anyway. Anyone can buy a watch that tells time, he told a Reuters reporter, but only a "truly discerning customer" can buy one that doesn't.