Taking place this week in Switzerland is Baselworld, the watch trade fair that promises lots of glitz and glam for your wrists, and also -- apparently -- for your car. Damon Dash and Daniel Lazar, cofounders of diamond watch firm Tiret, have given their glistening touch to a limited edition Range Rover, which retail starting at $279,00 and up to $716,000. Designer Marek Djoredjevic -- who also designed the Rolls-Royce Phantom and Drophead models -- can outfit your RR with a diamond-encrusted dashboard dial set, panoramic roof, and armor.
"Tiret is all about customization, uniqueness, luxury and exclusivity," says Lazar. "This car is limited for a very limited clientele, and we don't expect to sell more than a handful a year." So they can basically do whatever to your Range Rover you desire, as long as you fit their demographic. And who would fit such a distinction? "Someone with a unique and luxurious lifestyle," admits Lazar.
-- Seth Plattner