Backes & Strauss, master of diamonds, is heading to Monaco at the end of the month and is set to shine at the most dazzling watch and jewellery fair of the season. Backes & Strauss, the oldest diamond company in the world will be showcasing its opulent diamond-set watches at the World Premiere of Haute Horlogerie and Jewellery (WPHH & Jewellery) in Monaco at the Grimaldi Forum from 30th September to the 2nd October. This is Backes & Strauss' second visit to Monaco's exclusive event and expect to see some spectacular examples of the house's masterful ways with diamonds and time. Hear CEO Vartkess Knadjian talk about the WPHH below. For three days the airy and light-filled hall of the Salon Ravel will play host to some of the most exquisite and precious diamond-set watches and jewellery you are ever likely to see in one place. This coming together of high-value diamond watches and jewellery provides a full immersion into the world of ultimate luxury as the yachts bob in the marina and the daily life of Monaco goes on under the early autumn sun. Backes & Strauss, founded in London in 1789, has a long and rich history of selling diamonds and as well as jewellery and more recently watches. The range of styles made by the house is recorded in the extensive archives that today are a rich source of inspiration for the firm. The watches you will see in Monaco are inspired by Regency London and the legacy of later regents. The watches take their names from the squares and streets that are the heritage of the Prince Regent who transformed London with his vision for a more elegant city with sweeping avenues and an architecture of clean lines guided by classical rigour. From the age of excess and elegance come watches in keeping with our times. Examples of Backes & Strauss jewels were shown at the Great Exhibition of 1851 in the Crystal Palace designed by the great Joseph Paxton. Though the Crystal Palace was temporarily erected in Hyde Park for the exhibition, it was later dismantled and moved to Sydenham in south London. Such was the quality of the jewellery from this diamond house that one of the firm's bracelets is to be found in the British Museum. Today Backes & Strauss is known for the high-quality of its diamonds as well as the mastery of the 'ideal cut' that creates a halo of eight hearts in the diamond also known as the 'hearts and arrows' effect. The best Backes & Strauss diamonds are selected to grace the watches that in turn have been designed to echo the geometric symmetry of the 'ideal cut' diamond. Backes & Strauss will be unveiling three new collections that join its growing family of watches and jewels. Making her debut will be the new Victoria Collection named for the long-serving regent. The Victoria Collection sparkles with the rare shimmer of natural coloured diamonds and the designs are inspired by Backes & Strauss' archives and catalogues that date back to the 19th century. Striking a lighter note, the Regent Princess is a youthful and sweet interpretation of the jewellery watch, much like her sister the Piccadilly Princess. Men have not been forgotten and the chivalrous Diamond Knight embodies the power and light of the diamond. But the real show-stopper is a limited edition piece inspired one of London's most extravagant men whose very name brings to mind sartorial rigour combined with extravagant details in billowing silks and the all important cane but most importantly, of course, an exquisite timekeeper. But I am saying no more as the full delights of Backes & Strauss' new collections are to be kept under wraps until they see the warm light of Monaco. I will be there and will report back with a video of Backes & Strauss at the WPHH & Jewellery exhibition. The WPHH & Jewellery is open to the public and from Friday 30th September to Sunday 2nd October 2011. To apply for complimentary tickets please contact [email protected] quoting The Jewellery Editor.