We are officially in the thick of the holiday season, where sales and gift-wrapping services are in abundance and the countdown to New Year’s day has finally begun. As years pass and each brand grows increasingly creative in their celebrations, there is but one highly anticipated Christmas gift that never goes out of style.

Characterized by daily rewards claimable on each day of the month, advent calendars were first used by German Lutherans in the 19th and 20th centuries, and have since withstood the test of time – proving to be an even more exciting and luxurious gift year after year. From Cadbury, to Tiffany & Co., and Supreme, advent calendars often showcase 24 doors taking you through December to Christmas Eve, concealing a variety of exquisite titbits and rare items, in cleverly lit spaces behind each door.

 

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This year, watch enthusiasts everywhere are in for a special treat, thanks to Switzerland-based online watch marketplace Chronext. Established in 2013, the company operates from 19 different locations and claims to satiate the needs of the most discerning customers. With a reputation for maintaining Europe’s largest selection of luxury watches, it seems there is no better candidate to release a bespoke watch-centric advent calendar.

 

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Worth an estimated €1.25 million, Chronext is opening each door to reveal a new watch every day up till Christmas via its Instagram page. In conjunction with a handful of pre-disclosed timepieces, the Chronext advent calendar is expected to showcase an Audemars Piguet Royal Oak Double Balance Wheel Openworked; a Patek Philippe Nautilus Ref. 3712 with a moon phase complication and the rare “Four Dot Dial”; and an A. Lange & Söhne Richard Lange Jumping Seconds with a one-second constant-force escapement — a limited edition of 100 pieces.