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What would you do if I gave you 86 400? Today, tomorrow and the next day. And the day after that. What would you do?  The question was posed to me recently by one of my mentors. My mind instantly moved to money. Paying off debt. Living a little. Travelling. Stressing less. ‘What would you do,’ he asked, ‘if you had 86 400 seconds. Not rand. We are given 86 400 seconds every day and yet we take time for granted…’ It is a familiar refrain when I interview luminaries in the luxury watch and jewellery industry at the Salon International de la Haute Horlogerie, which is one of the top-two international watch fairs in Switzerland. No matter where these watchmakers, jewellery designers, marketers or owners are based in the world, the sentiment is the same. Time is luxury. It is not about material things. It is about things that matter. They are quick to wax lyrical about their latest favourite timepiece adorning their wrist, whether their design preference leans more towards the fun, the stylish, the glamorous, the iconic or the investment. Patek Philippe is a leader in the latter category, renowned for its advertising slogan that has maintained traction for more than two decades: ‘You never actually own a Patek Philippe. You merely look after it for the next generation.’ Across the board, however, creators, collectors, fashionistas and fans all agree. A watch is a fashion accessory. They use their mobile phones to check the time.