If the Grammys proved one thing, it’s that Taylor Swift’s reign, both as an artist and a fashion icon, remains unchallenged. The 34-year-old took home Album of the Year Award for the fourth time at the ceremony this year. But it was her watch necklace-slash-choker that’s got the horological world completely giddy.

Lowdown: The watch itself is an Art Deco style Concord covered in 300-carats of Lorraine Schwartz diamonds. The watch’s band was lined with glimmering black gemstones that contrast strikingly with the classic white dial and octagonal design. The hours and dials contain Arabic numerals in black and was reset to 1-minute to midnight, a nod to her award-winning album.

For horology afficioandos, Concord needs no introduction. It is a leading luxury watch brand that has cemented its status in the world of timekeeping over the last century. President Truman was said to have presented Concord watches as gifts to dignitaries. Like a bow on a present, Swift’s watch necklace was thoughtfully selected to match her black-and-white Schiaparelli ensemble.

With Swift’s Grammy look, the watch-on-neck fad appears to have peaked, although it’s not new. Notably, Rihanna attended Pharrell’s first Louis Vuitton menswear presentation in Paris last year while sporting a Brilliant Flying Tourbillon necklace studded with baguettes from Jacob & Co. Emma Chamberlain then wore a Cartier Baignoire as a choker, fastened with a leather strap.

Given Taylor Swift’s chokehold (pun intended) on pop culture at the moment, it will be interesting to see if this watch style becomes a more sought-after fashion look.

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