The world’s most expensive watch is a $55 million beauty from a brand you’ve probably never heard of

The world’s most expensive new watch is made by a company that’s technically not even a watch brand.

And it costs more than most luxury penthouse in New York City, Beverly Hills or Dubai.

READ MORE: These are the lavish watches the world’s richest people typically wear

If we were to ask 1,000 random people who makes the world’s most expensive watch, the answer would naturally involve legacy watch manufacturers.

Most people would say Audemars Piguet or Patek Philippe.

Others might say Jacob & Co or Richard Mille.

Instead, the world’s most expensive watch is made by a company called Graff.

Based out of Monte Carlo, in the Principality of Monaco, Graff is an design company that also decided to make watches.

Their most expensive timepiece, dubbed Hallucination, is a quartz watch, as in it literally has pieces of quartz in it.

There’s a platinum bracelet, but you can’t see it because the whole watch is covered in about 100 diamonds in various colors and shapes, with a grand total of 110 carats.

It was launched in 2014 with a price tag that’s going to make your jaw drop: $55 million.

The Hallucination was one of the brand’s first pieces but now the company makes a few different pieces.

Among them, we find the Fascination – the second most expensive watch in the world – with a price tag of $40 million.

Even though it costs less than its bigger brother, the Fascination actually features more diamonds, with a grand total of 152.96 carats.

It also hides a party trick – a removable pear-shaped 38.13 diamond ring located at the center of the watch.

Without including pre-owned watches that fetch eight-figure sums at auction, we need to get to the third entry on the list to find a recognizable watch brand.

The third most expensive watch in the world is made by Jaeger LeCoultre, or JLC for short, and it costs $26 million.

And what about Rolex, which is arguably the most famous watch brand in the world?

Well, all new Rolex watches are expensive, but not enough to feature on the list.

However, Rolex does hold the record for the most expensive wristwatch sold at auction.

In 2017, the auction for Paul Newman’s Rolex Daytona spun out of control, and the watch ended up selling for $17.75 million.

DISCOVER SBX CARS: The global premium car auction platform powered by Supercar Blondie