Interestingly, I came across two recent articles on Elon Musk and his TAG Heuer Calibre 1887 SpaceX watch. Elon Musk manages his time with a TAG Heuer SpaceX chronograph https://www.gq-magazine.co.uk/watches/article/elon-musk-tag-heuer-spacex-chronograph Musk has been photographed wearing a special edition TAG Heuer Carrera Calibre 1887 SpaceX Chronograph, branded with a SpaceX rocket on the front and rear of the case of the watch. Elon Musk’s TAG Heuer Carrera Calibre 1887 Space X chronograph https://www.luxuo.com/style/watches...carrera-calibre-1887-space-x-chronograph.html Musk is not really a swanky watch kind of guy, instead, when he is seen with a timepiece, it happens to be his TAG Heuer Carrera Calibre 1887 Space X chronograph. Signed with SpaceX rocket motifs on the front and caseback of the chronograph, TAG Heuer released the Carrera Calibre 1887 Space X as a limited edition of 2012 models, celebrating SpaceX’s lofty ambitions to have its maiden flight by 2022 and it’s first manned mission to mars by 2024. I like how calibre11.com referred to SpaceX back in this 2012 article: https://www.calibre11.com/tag-heuer-carrera-spacex-1887/ There is a cool story to go with the new Carrera, with TAG Heuer sending the watch into Space as part of its association with a US company called SpaceX. In time, this might be likened to referring to Musk's other company as "a US car company called Tesla".