Romain Jerome releases another whimsically themed DNA watch in honor of their new retail partner Selfridges & Co. in London. This nine piece limited edition set is designed in a similar manner to RJ’s piece for Only Watch 2011, and proclaims their personal level of importance for the famous English department store.

Important retailers often want brands to create special limited edition timepieces just for them. So, RJ took that request seriously and literally made a limited edition just for them. You might think the watch is silly if you have no familiarity with Selfridges but I think it is sort of a funny thing and nod to RJ’s sense of humor.

The watch is 46mm wide and looks like something out of the movie Tron. The dial is just black with yellow stripes that follow onto the strap. On the back of the watch is a close up map of the part of London where Selfridges & Co. is located – with the store’s location bolded out in yellow. The case is a combo of steel and ceramic. If you want one, I think you know where to find this watch. www.romainjerome.ch

Reference DS7 Selfridges — 9-piece limited edition
Calibre RJ002-A1 Mechanical self-winding movement
Jewelling 23 jewels
Rate Frequency 28,800 vph
Power reserve 42 hours
Water resistance 3 ATM
Dial indication Central hours and minutes, small seconds disc at 9 o’clock
Case Ø 46 mm
Bezel Matt black ceramics
Sides Black satin-finished PVD-coated steel
Paws Black ceramics with titanium screws
Lugs Black satin-finished PVD-coated steel
Lug inserts Black PVD-coated steel
Crown Black PVD-coated steel with black rubber
Case-back Engraved with a map of London featuring a yellow-lacquered oblong
marker indicating the exact location of the Selfridges department store
Dial Black gold-coloured straight-grained textured effect featuring two
intersecting yellow lines
Water resistance 3 ATM
Strap Black rolled-edge Alcantara with yellow seam indicating the continuity
of the line
Buckle Folding clasp in black PVD-coated steel