Now we aren’t the people to fuss over a Rolex, but this one speaks to our inner I’m-always-late self.

Introducing the Mad Paris X colette Montre edition ‘Who Cares’. The watch with the price tag of $25,120 but definitely a more quirky design than the usual Rolex aesthetic.

The matte steel has a diameter of 40mm and features a high-pressure surface micro-ball. Finished off with a personalised engraving of the numbered copy (‘MAD x colette 00/05’) and customised dials of ‘Who Cares, I’m Already Late’

A limited edition of 5 copies, it will be sold exclusively at colette — a Parisian art shop. Maybe if we stopped eating Avocado on toast we would be able to afford it.