Normally the name Ralph Lauren is deeply embedded in all things American—well-dressed polo players, yachters, and pretty much anything associated with the old red, white and blue. Swiss-made, luxury watches—not so much. But they released a video this week of their latest line, the Automotive Timepiece Collection, and damn—we knew they had watches but we didn't know they looked this good. Narrated by Lauren, the video is gorgeous, and on par with anything we would expect from our Swiss favorites. Highlighting the hand-made craftsmanship that goes into each piece, the watch is slowly constructed on screen, from the hand-cut wood to the layering of the golden gears. It seems Lauren has a penchant for mechanics as the new collection also features skeleton movement and open front and back face. It's beautiful. Would you opt for one of Ralph Lauren's new classics over a more traditional Swiss piece?