Mark Zuckerberg may be a digital pioneer, but on Tuesday he flashed a taste for analog bling.
The Meta CEO appeared to wear a rare Swiss watch which sells for nearly $1 million as he announced the decision to scrap third-party fact-checking by his popular Facebook and Instagram apps.
On Tuesday, as he argued that content moderation on Facebook and Instagram has gone too far, Zuckerberg sported an oversized black t-shirt, a gold chain and a luxury Greubel Forsey Hand Made 1 watch on his left wrist, worth approximately $900,000, according to a Bloomberg report.
The Swiss watchmaker only produces two or three Hand Made models a year making them extremely rare and expensive. The handmade mechanical watch retails for $895,500 before taxes.
Meta and Greubel Forsey did not immediately respond to requests for comment.
Zuckerberg the worlds third richest person with a net worth of $214.7 billion, according to Forbes has shown interest in watch-collecting over the past year, wearing models from brands like Patek Philippe and FP Journe.
But the Greubel Forsey indicates the Meta chairman has taken a deep dive into collecting, since the company only produces a few hundred wristwatches each year.
The Hand Made 1 that Zuckerberg is seen wearing in Tuesdays video is composed of parts almost entirely made by Greubel Forsey a painstaking, by-hand process that takes hundreds of hours.
Its a pleasure to see someone who has played such a pivotal role in shaping the modern digital landscape and lifestyle show true appreciation for the most traditional approach to fine watchmaking today, Greubel Forsey CEO Michel Nydegger told Bloomberg.
Nydegger took the helm at Greubel Forsey last year after the watch company decided to roll back plans to increase production and lower the average prices of its watch down from about half-a-million dollars each.
Online retailers sell pre-owned Greubel Forsey watches for approximately $150,000 to $300,000.