Luxury is often too sober, too pretentious, and too formal. This is why we love bright, original creations such as this gorgeous timepiece by Rolex. Gold and diamonds have long been associated with the brand, so there’s no surprise that this watch features them as well. However, things don’t end dully with only these elements of glamour.

The Daytona Rainbow timepiece by Rolex flaunts one of the brightest, freshest, and ‘happiest’ designs that we’ve seen so far. Just as its name suggests, the watch is adorned with the beautiful colors of the rainbow: the bezel is decorated with 36 sapphires in red, orange, yellow, green, blue, indigo, and violet.

Powering the fabulous watch (with 18-carat gold finish) is a top-notch Swiss automatic caliber 4130 movement by Rolex, with column wheel chronograph and 28,800 vibrations per hour. The movement features 44 jewels and can work for up to 72 hours without winding. The luxe Daytona Rainbow flaunts a beautiful dial with 8 diamonds as hour markers, and is water resistant to up to 100 meters.

Price tag:  66.900 Euro (89.100U$)

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