I'm at the Ralph Lauren Palazzo in Milan and I'm here for the unveiling of the RL888, and there are three things you need to know about this watch: the story, the style and the choices.

Everything that Ralph Lauren does is about a story. It's about conjuring up a moment, a mood. Whether it's a safari jacket, a tuxedo or a floor-sweeping cocktail gown. And the watches are no exception. Ralph Lauren himself designs each and every watch, including the new RL888.

The watch is named for the flagship store on Madison Avenue in New York. And the energy of New York, with a hint of the jazz age and art deco is the inspiration for this new style. 

Now at first glance, the watch looks like quite classical, but then you look at the playful mixing of Arabic and outsized Roman numerals on the dials and it gives it a really fun twist.

The watch comes in two sizes, either the 32 or 38 mm, in rose gold or stainless steel, with or without diamonds, on leather straps, or metal or all gold bracelets.

Now what I really love about the watch is the fact that you can choose from over 40 different coloured straps, and each of these colours matches the tones of the Ricky handbag, and this is such Ralph Lauren touch, who really understands what women want. And just imagine having the whole box to choose from.

Another charming detail is the amethyst set into the crown of the gold watches. What Ralph Lauren brings to Swiss watchmaking is a sense elegance and glamour, that is so much his trademark.

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