Bejewelled watches are highly covetable accessories, particularly in Asia, where stylish bling is in. The boom in luxury spending on the mainland has taken hold in the high-end watch industry - and, for many men and women eager to show off their wealth, the more gems, the better. The way to sell timepieces is to create unusual pieces with a new design - and serious collectors are taking note. Hong Kong and the mainland accounted for 26 per cent of the global total of Switzerland's watch exports in the first eight months of this year. Luxury brands are trying to outdo each other as they blend complications with sparkling jewels to add massive value. For example, de Grisogono's Occhio Ripetizione Minuti (HK$4.5 million) is considered a milestone in haute horlogerie design, being issued in an edition of three pieces tailor-made for Hong Kong, Macau and the mainland to celebrate the brand's 10th anniversary of making watches. The novel styling is meant as a salute to one of its most ambitious and exclusive creations, the Instrumento Occhio Ripetizione Minuti. Formed by 12 mobile titanium blades, the diaphragm opens and closes at will, revealing the movement for the duration of the chimes. 'While up to now the repeater has only been available with cool, understated styling, de Grisogono has just given its personality a dazzling makeover, setting 154 baguette-cut diamonds totalling 12.84 carats on the bezel, case flanks and lugs,' the company says. 'This spectacular suit of lights contrasts dramatically with its highly complex mechanical systems.' But not all bejewelled watches are deadly serious. At Chopard, the Happy Sport line has consistently appealed to those passionate for bold and contemporary timepieces. The latest addition, the Happy Sport XL, is more modern and original while remaining loyal to the very essence of the collection: a distinctively sporty and elegant appearance lit up by its famous moving diamonds. The white Happy Sport XL (HK$56,000) model's highlight is a silvered dial set with a double row of brilliant-cut diamonds, fitted with a white alligator leather strap. But perhaps one of the most outstanding watches is the Graff Diamond Galaxy (price on request), which has more than 30 carats. It first appeared at the BaselWorld fair this year as a representation of exceptional craftsmanship. More than 70 diamonds are individually selected and hand-set at the Graff workshops in London. Equally unique is the Graff Ruby Galaxy (price on request), with rubies totalling 19 carats and diamonds worth 16 carats, a bold statement set in a platinum bracelet. More delicate, yet just as eye-catching for their individuality, is Chanel's Camelia Secret watch in 18-carat white gold with pearl and diamonds (HK$3 million), and the Ruban watch in 18-carat white gold with diamonds (HK$847,900). They hark back to the 'movie star' days of feminine miniature watch faces and elegant shapes. Alain Philippe boasted a classic style for women at Basel this year with its new Regent edition in rose gold (HK$332,000), a square-faced timepiece with quartz movement, 45mm width and 9.26 carats. On the case border is a row of manually encased princess-cut white diamonds, while other parts are set with brilliant-cut white diamonds. The design is modern, yet with a hint of subdued classicism. A black stingray strap gives it an elegant finish. Bejewelled watches for men are also becoming more common, primarily because many men have realised that adorning a timepiece with gems makes the complications more valuable. Cartier has released a special edition for men at the Wynn Macau - the Pasha de Cartier 42mm high jewellery watch (HK$775,000). This features a case of white gold and diamonds, a bracelet and dial of white gold, water resistant to 30 metres and diamonds of 30.52 carats.