Swatch Group, the world's largest watchmaker, is said to be looking at a strategic investment in diamonds due to rising demand for timepieces with the precious gemstone.
"As the fifth-biggest consumer of diamonds, a stake in a diamond mine would be interesting," CEO Nick Hayek told the Finanz und Wirtschaft, a newspaper based in Switzerland.
"The demand for watches with diamond decoration has increased explosively. We can't [get] enough diamonds." Hayek said.