We are surprised, too, that it took this long. The National Basketball Association (NBA), one of the world’s most popular sporting associations, finally gets round to naming its first official timekeeper.

Sporty, glamorous and fuss-free – Corum’s vaunted Admiral’s Cup collection, often associated with testosterone-charged seafaring inspiration, gets a feminine makeover.

Even if one discounts the Ronaldo association, this watch would do nicely as a gateway chronograph to the world of TAG Heuer.

Has Omega gone too far this time?

The fashion tag might weigh heavy on Louis Vuitton’s watchmaking division, but sometimes, that’s precisely the reason why the brand has been able to set itself apart horologically – with an innate and refined sense of design.

Watch trivia: Glycine came out with the world’s first automatic watch with added 24-hour display in 1954.

Besides Omega and Breitling, Fortis is another watch brand that has been deeply involved in space missions.

Combining a macho black PVD-clad steel case with a cigar-coloured dial, the Aeromaster takes a bit getting used to.

For its 50th anniversary, Edox’s best-selling Hyrdo-Sub collection gets marched out in new finery as well as quartz versions.

The Timemaster is not a watch for fence sitters.