Van Cleef & Arpels has unveiled its new Ludo Secret watch, a creation that seamlessly blurs the line between high jewellery and functional timekeeping. Reviving one of the Maison’s most iconic designs first introduced in 1934, the collection draws inspiration from the shape of a belt and the sophistication of couture jewellery, transforming a watch into an elegant statement piece.

Designed to conceal its purpose at first glance, the Ludo Secret watch wraps around the wrist with polished yellow gold links accented by vivid blue sapphires. Its hidden utility is revealed through a clever mechanism — a gentle press on both sides of the jewellery buckle unveils a white mother-of-pearl dial, offering an element of surprise and reinforcing the Maison’s signature approach to mystery, craftsmanship and timeless elegance.

The design reflects Van Cleef & Arpels’ long-standing expertise in transforming everyday objects into artistic expressions, where technical precision and jewellery craftsmanship coexist. The Ludo collection, originally inspired by a belt design created by Louis Arpels, has remained one of the Maison’s most recognisable signatures over the decades and continues to evolve through contemporary reinterpretations.

More than a traditional wristwatch, the Ludo Secret watch represents a growing movement within luxury timepieces where wearability, storytelling and design innovation take centre stage. By concealing the time display beneath an intricate jewellery composition, the creation offers both practical utility and a sense of discovery, making it a distinctive addition for collectors and enthusiasts seeking pieces that extend beyond conventional watchmaking.