A quick stroll through the diamond district in New York will typically turn up lots of similarly "blinged-up" Rolexes and, what appears to be the current bling watch du jour, Breitling. Many are encrusted with pavé diamonds but some have a hammered finish like this.

Unusual subject for this treatment certainly, but this could well be a precursor to/early example of the bling craze of the Noughties.