Rolex Datejust Lady 31 Champagne Dial 18 Carat Yellow Gold Automatic Ladies Watch 178383CDJ

Richard Mille calls his watches "a racing machine on the wrist". A tagline undoubtedly inspired not only by his personal interest in fast cars (Mille often races his own 1970 Lola), but also by his interest in exotic materials generally used in contexts such as the F1 industry. Your correspondent would now like to offer an extension to that tagline: "A racing machine on the wrist that makes otherwise reasonable people stop and gawk, want to make friends with you or upgrade your hotel room".

Borrowed feathers
I left the SIHH 2014 with an impressive titanium RM11-01 Roberto Mancini on my wrist, along with a pair of "mechanical" cufflinks, also in titanium. They were obviously not mine to keep, as I do not have Euro 114,500 in my timepiece account, nor the Euro 12,500 needed for the cufflinks (in fact I don't have a cufflinks account at all). Instead I wore the RM11-01 as borrowed feathers - but what borrowed feathers they turned out to be!

Once I got back home I started Instagram'ing this impressive watch and my Facebook account also featured many daily shots of the watch "in action". The response from social media circles was overwhelming. Strangers PM'd me asking if they could pop by my office just to see the watch, and I have a b suspicion that people showed up to my lectures just to get up-close-and-personal with the Richard Mille on my wrist.

The RM11-01 is a thing to behold. The distinct curvex and industrial looking case has been a trademark design of Richard Mille since the first model, RM001, was introduced in 2001. This particular model on my wrist, the Felipe Massa RM11, has been a success ever since it was originally launched in 2007 and can rightfully be considered the most popular of the contemporary range.

Do not however expect any extra attention if wearing the RM11-01 when horseback riding in outer Mongolia, or spelunking in Bulgaria. Richard Mille is not a carpet bomber; his distribution is very focused on key urban markets.

This of course is quite understandable as Richard Mille only produces 3,000 watches a year, and with an entry level of euro 43,000 (for the titanium RM07) to 1.4 million (for the elusive RM05601 with a sapphire case), it is a watch brand for the 1%. Unless of course you live in Dubai, where a Richard Mille is the horological equivalent of the soup of the day on the wrist of the Arab businessmen in their crisp, white disdasha. In these parts of the world a steel Rolex DateJust gets as much attention as last year's second runner-up of Dubai Has Talent. The glitterati of the Emirates get a diamond-crusted Rolex as their first timepiece, and have probably collected a complete set of Patek Philippe Nautilus models by the time their voice breaks.

The Nicholson of horology
A Richard Mille watch is for the guys (and gals) who have been around and who have tried and collected most high-end watch brands already. Their collections are already full of tourbillons, minute repeaters, probably including quite a few made by independent watchmakers, such as Christophe Claret, F. P. Journe and Kari Voutilainen.

Richard Mille may belong to the same crowd of young and indie watch brands, but he stands out. I see him as the Jack Nicholson of contemporary horology due to his laid-back personality and irresistible joie de vivre. His watches more powerfully represent sex, rock n' roll, fast cars and an exuberant lifestyle than anybody else.

Funnily enough the functions of Richard Mille watches are actually met with less interest than those of the competitors in the same price range, even though several of them offer fascinating functions such as a declutchable rotor, torque indicator and G-Force sensor, as well as a E6-B flight computer.

Nobody actually asked me about the functions of the RM11-01. A few asked about the choice of colors and nodded knowingly when I told them the model was named after a famous (former) Manchester City manager who is now managing Turkish Super Lig club Galatasaray. I got the distinct impression the watch could have been right only twice a day, and nobody would have noticed: it's the name on the dial and the lifestyle buzz that gets the pulse up.

But let´s sober up for a moment, ignore the sex appeal, and look at what this watch actually does.

The specs of the RM11-01
The automatic caliber RMAC1 inside the titanium case of the RM11-1 Roberto Mancini offers the standard functions of this model, such as flyback chronograph and annual calendar. Additionally, and in order to meet Mancini's demands, this model also offers a dial design that makes it possible to display football match time based on a two times 45-minute match while taking account of the 15-minute stoppage time.

During each half, a single press on the push-piece at "4" activates the flyback function, zero-setting the chronograph seconds hand which is thus ready to start timing the second half of the match. If extra time is awarded, the watch displays an additional 15 minutes and up to 5 minutes of stoppage time.

Functions and football reference aside, the RM11-01 procured me a somewhat unexpected pleasure while wearing it. I had strangers compliment my watch, floor managers expecting me to throw down a black Amex card to buy half the stock and hotel staff giving me extra attention when I was checking in (not when checking out as I turned out to not splash money everywhere I went). In conclusion, owning a watch from Richard Mille collection is what it feels like to park a slick luxury car outside a crowded cafe and step into it with a leggy blonde holding your hand: all eyes on you. And that thing on your arm.