Universal Music’s latest partnership with a brand has a touch of luxury: it’s Swiss watchmaker Raymond Weil.

UMG has created a digital music service for the company, which includes an online radio station streaming 40 tracks to celebrate Raymond Weil’s 40th anniversary.

Users who register on its website will get access to more playlists, with the top tier of access going to people who actually own one of Raymond Weil’s watches. Longform concert videos and various competitions will also be part of the offering.

It’s not the only way Raymond Weil is working with music: the company has just started selling a limited-edition Beatles watch. “The 13 Beatles’ album titles are written all around the bespoke dial, with a special ‘Help’ index at 4 o’clock…”

Yours for just $1,395.

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