Jorg Gray, President Obama’s watchmaker, launches at TIME²

This is quite an endorsement, as President Obama rarely gets it wrong - at least when it comes to watches. Adorned with the Secret Service seal, Obama’s watch was bought in a store reserved just for employees at Secret Service HQ in Washington. His watch may be an affordable model, but it’s no ordinary watch.

The Commemorative Edition 6500 watch comes with an inscription laser engraved on the back case. Visit Time2.co.uk to purchase the same watch for just £260.

Obama has been spotted wearing his Jorg Gray on countless occasions, so much so that it seems to have supplanted the TAG Heuer he used to regularly wear, in his affections.

Aside from the seal, Obama’s watch also features a black face with bold luminous digits for hour markers, three sub-dials and a date window at 4.30 and housed in a silver steel case.

But the impact of this model has gone way beyond its relatively simple, if handsome, design. Its association with Obama has transformed twelve-year-old, California-based  Jorg Gray from a successful supplier of private label watches into a fast-expanding brand in its own right.

Apart from the ‘Obama-watch’, Jorg Gray now has a fast-growing range of alternatives, from the classically reserved 1520 to the sporty 3500 or the 9800-14 in rose gold, both these last water-resistant to 100m. And it is still expanding, releasing its first watches with Swiss movements this month.

For the moment, Jorg Gray is tilting towards the mens' watch market, offering just 7 ladies' watches on its UK website compared with 110 mens' watches. However, this all could change, especially if Sarah Palin makes it to the White House next time!

For more details on the Jorg Gray brand, visit its website www.jorg-gray.co.uk or browse the latest styles online at Time2.co.uk.