Today, TAG Heuer introduced a new Carbon version of the Aquaracer. Presented in a 41 mm diameter case, this unique Aquaracer comes in one of three variants with dial accents in either yellow or blue for $4,000 or rose gold for $4,050.

The case is titanium, coated in black PVD, which we’ll concede is premium compared to the existing steel Aquaracers which cost a little over two grand. However, the dial has a simulated carbon fiber pattern, while only the bezel insert is made from forged carbon (unlike the Bamford Monaco which has a full forged carbon case). How this minimal added cost constitutes an eye-watering price of four grand is beyond comprehension. You truly have to be versed in luxury Swiss marketing to understand this price point.

We thought the insane watch price mark up days were over. Apparently not.