In his latest Instagram appearance, Meta CEO Mark Zuckerberg once again captivated horology enthusiasts, not with an update on the metaverse or a new gadget, but with what was on his wrist. The post, meant to announce Meta’s new partnership with Oakley to expand the lineup of Meta Smart Glasses, also inadvertently revealed another story altogether. As Zuckerberg discussed the future of wearable tech, eagle-eyed watch lovers noticed he was wearing the strikingly rare De Bethune DB28xs Purple Rain, a timepiece that immediately became the center of attention.
The DB28xs Purple Rain is one of the most talked-about watches of 2024. Unveiled in April of this year, it represents a fusion of contemporary design and artisanal watchmaking at its most experimental. The watch is based on the DB28xs platform, the smallest version of De Bethune’s flagship DB28 series. Measuring 38.7 millimeters in diameter and just 7.4 millimeters thick, it is surprisingly compact
The entire case, along with the dial and parts of the movement, is crafted from grade 5 titanium that has been heat-treated to produce an intense and vivid purple color. Developed by De Bethune’s co-founder Denis Flageollet, this process uses thermal oxidation at over 700 degrees Celsius to create an iridescent finish that shifts between shades of plum, aubergine, amethyst, and lavender depending on the light.
The dial is equally dramatic. It features a wavy, random guilloché pattern meant to evoke water reflecting the night sky. Tiny gold spheres are applied by hand to represent stars, and the openworked titanium hands are custom-made for this model. The minutes hand even has a slight curve at the tip to glide over the rounded chapter ring that hosts silver-toned Arabic numerals. The effect is otherworldly, a blend of mechanical elegance and cosmic abstraction.
Powering the watch is the hand-wound De Bethune Caliber DB2005. While compact, it is packed with advanced features including a titanium balance wheel with white gold inserts, De Bethune’s proprietary triple pare-chute shock protection, and a flat terminal curve hairspring for enhanced accuracy. It delivers a six-day power reserve through twin self-regulating barrels. The caseback, framed in matching purple titanium, showcases the movement’s delta-shaped bridge and purple baseplate finished with concentric microlight engravings.
The DB28xs Purple Rain is a limited edition of only 25 pieces, priced at 99,000 US dollars. It comes with both a supple alligator leather strap and an alternative canvas strap, both featuring purple titanium buckles to match the case. It is available through De Bethune and selected authorized retailers.
Zuckerberg’s growing love for fine watches is no longer a secret. Over the past year, he has transformed himself into one of the most notable collectors of rare and ultra-expensive timepieces, particularly from independent brands. From F.P. Journe to Rolex and now De Bethune, his watch choices reflect a deep appreciation for craftsmanship and mechanical innovation. In a post meant to promote futuristic eyewear, it was a centuries-old art form, watchmaking, that quietly stole the show.
