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Starting with the French Open on Saturday Rafael Nadal the world’s number two tennis player will wear a $535,000 watch as part of sponsorship with luxury Swiss watch makers Richard Mille.

While most players that are sponsored by watch companies only wear the watch after their match, Richard Mille has worked with Rafa to create an ultra lightweight model that he can wear during matches, 50 of which are expected to go on sale. Yes, for $535,000, equivalent to £375,000. Sigh.

Nadal called a press conference to release the news that he had partnered with Richard Mille, only to arrive an hour late. Oh, the irony. I guess the watch company is doing the media a public service by providing Nadal with a time-keeping device.