Mark Zuckerberg may be a digital pioneer, but on Tuesday he flashed a taste for analog bling. The Meta CEO appeared to wear a rare Swiss watch which sells for nearly $1 million as he announced the decision to scrap third-party fact-checking by his popular Facebook and Instagram apps.

The rarity of that particular watch can be gauged from the fact that Greubel Forsey SA produces just two or three ‘Hand Made’ models per year.

Mark Zuckerberg wore a rare Swiss watch worth about $900,000 in a video explaining his company’s decision to end third-party fact checking on its social media platforms in the U.S. The Meta Platforms chairman sports a Greubel Forsey Hand Made 1 on his left wrist in the video posted to Facebook on Tuesday unveiling the policy changes.