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We mentioned a couple of months ago that Damon Dash was startinghis own watch line.  Now ex-partner Jay-Z haspartnered up with Swiss watchmaker AudemarsPiguet.  The watches will cost between $24,000 and $100,000.  There is a limited edition of 100: 50 instainless steel; 30 in rose gold; and 20 in platinum. Jay-Z has long been a fan of the brand, even including the nameof the watch in the lyrics to one of his songs.  Eachwatch also comes with a specially engraved iPod with Jay-Z's albums already uploaded to celebrate Jay-Z's ten years inthe music business. 

In 1972, after a raft of inexpensive quartz watches flooded the market and caused the Swiss watch industry to panic, Audemars Piguet attracted many "pessimistic whispers" from the assembled crowds at a watch fair - all because of a stainless steel watch.The newly-released Royal Oak's material - stainless steel - was seen as suicidal move, especially given that it was worth as much as a 24 carat gold Rolex, Forbes reported.However, the Royal Oak was not the "guaranteed flop" many thought it would be, with the first one being snapped up by the shah of Iran, while Swiss and Italian consumers began buying up the remaining Royal Oaks, which were then limited to 1,000.It added: "Six months later, instead of filing for bankruptcy, Audemars Piguet executives were lighting cigars and breaking out the champagne. They had a hit on their hands, and the watch world had a new category: luxury timepieces in stainless steel."Audemars Piguet recently attended the Salon International de la Haute Horlogerie meeting in Switzerland earlier this year, demonstrating some of its other specialist timepieces.