This week, Mark Zuckerberg revealed a rare Swiss watch worth around $900,000 in a video where he discussed his company’s choice to end third-party fact-checking on its social media platforms in the US.

The chairman of Meta Platforms Inc. is seen wearing a Greubel Forsey ‘Hand Made 1’ on his left wrist in the video posted on Facebook on Tuesday, during which he unveiled the policy updates.

This watch is both incredibly rare and expensive, with Greubel Forsey SA producing only two or three ‘Hand Made 1’ models each year, priced at $895,500 before taxes.

A representative for Meta opted not to comment.

Recently, Zuckerberg has cultivated a passion for mechanical Swiss watches, displaying a wide variety of intricate timepieces over the past year.

Over the last year, the billionaire has been spotted wearing watches from renowned brands such as Patek Philippe and FP Journe.

However, the Greubel Forsey model he sports indicates a deeper appreciation for the art of horology. The brand produces only a handful of watches each year and remains relatively obscure outside of the most devoted and affluent collectors.

The model featured in the video is primarily made from components created by Greubel Forsey, with hundreds of hours dedicated to the assembly and hand finishing of each piece.

When prompted to comment on the Meta chairman’s recent acquisition, Greubel Forsey CEO Michel Nydegger stated: “It’s wonderful to see someone who has played such a crucial role in shaping the contemporary digital landscape and lifestyle show genuine appreciation for the traditional art of fine watchmaking today.”

Nydegger took on the role of CEO of Greubel Forsey last year after the company revised its plans to significantly boost production and lower average prices from approximately $500,000 per watch.

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