The 55 million US Dollars (40 million euros) 'Hallucination' watch set with a multitude of rare coloured diamonds is displayed at the booth of British jeweller Graff at the watch industry's biggest annual tradeshow BaselWorld on March 28, 2014 in Basel. British jeweller Graff unveiled what it described as the 'most valuable watch ever created' -- a timepiece replete with more than 110 carats of diamonds costing $55 million (40 million euros). AFP PHOTO / SEBASTIEN BOZON        (Photo credit should read SEBASTIEN BOZON/AFP/Getty Images)