For Mark Zuckerberg, time is money...and a lot of it.
The Meta CEO was spotted wearing nearly $1 million Swiss watch during his video announcing that all the company's platforms will end third party fact-checking ahead of Donald Trump retaking the White House.
The Facebook founder donned a Greubel Forsey 'Hand Made 1' on his left wrist in the five-minute video message shared to his Facebook profile.
The watch is extremely rare, with the company only making two or three of them per year. It retails for an eye-watering $895,500 before taxes.
The model is made almost entirely from components constructed by engineers at Greubel Forsey. It can take hundreds of hours to assemble and handcraft each watch.
'It's a pleasure to see someone who has played such a pivotal role in shaping the modern digital landscape and lifestyle show true appreciation for the most traditional approach to fine watchmaking today,' Greubel Forsey CEO Michel Nydegger told Bloomberg.
Zuckerberg's appreciation for watches was evident when he marveled over fellow billionaire Anant Ambani's $1 million timepiece during his pre-wedding party back in March.
Ambani, who would later that year wed Radhika Merchant in a six-day traditional Indian wedding ceremony in Mumbai, showed off his luxury Richard Mille to Zuckerberg and his wife Priscilla Chan.
Mark Zuckerberg is pictured in the video with the Greubel Forsey 'Hand Made 1' on his left wrist
A close-up view of the handcrafted watch, which take hundreds of hours to construct
'You know I never really wanted a watch but after seeing that I was like, "Watches are cool,"' Zuckerberg said in a video taken at the opulent event as his wife joked that she 'might want that.'
Zuckerberg has since been spotted wearing watches made by Patek Philippe and FP Journe.
The Meta CEO rocked the social media landscape Tuesday when he announced that Facebook, Instagram and Threads would no longer do fact-checking and instead move to a 'community notes' model used on Elon Musk's X platform.
Like X, the shift will allow users on the sites to call out posts that are potentially misleading and need more context.
The missive appears to be part of a full court press to change Meta, social media and the internet itself for the second Trump era.
Zuckerberg threatened governments in Europe, South America and China that Meta would 'work with President Trump to push back against foreign governments going after American companies to censor more.'
He claimed that foreign governments have been demanding Facebook be censored or even taken down and they will work with Trump to stop them.
Trump said Meta has 'come a long way' when asked about the changes Zuckerberg made to his social platforms.
Mark Zuckerberg and his wife Priscilla Chan were seen admiring Anant Ambani's $1 million timepiece during at lavish pre-wedding party
Meta also said it will relocate its trust and safety teams from liberal California to more conservative Texas, mirroring Musk's recent relocations.
'That will help us build trust to do this work in places where there is less concern about the bias of our teams,' Zuckerberg said.
The shift came as the 40-year-old tycoon has been making efforts to reconcile with Trump since his election in November, including donating $1 million to his inauguration fund.
The policy change and the donation came after Zuckerberg sat down with the president-elect for dinner in Mar-a-Lago in November.
In another olive branch Monday, Zuckerberg added Dana White, a longtime friend to Trump, to Meta's board of directors.
Last week, Meta also named Joel Kaplan, an executive with deep GOP connections, as its president of global affairs.