Chanel has taken its first step into the men’s watch market with the new Monsieur Chanel watch from the mind of watchmaker Romain Gauthier.

Gauthier met Chanel’s international watch director, Nicolas Beau, at Baselworld five years ago and the connection was immediately made for the former to be the first ever craftsman to make a men’s watch for Chanel. In fact, Chanel purchased a minority stake in Gauthier’s Vallee de Joux shop, and the two companies have been working together in secret to create the Monsieur Chanel.

The watch boasts a unique movement that works in both jumping hours and retrograde movements. The custom movement was made by Gauthier and his team in his workshop, while France-based luxury giant Chanel worked on the design from its Châtelain facility.

Chanel is set to make only 300 examples of the Monsieur Chanel watch. The asking price for the timepiece starts at $34,500. Chanel has a very aggressive plan for the men’s watch line going forward, with a new movement planned for every year over the next four years.