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There’s something about fancy watches that usually appeals to anyone interested in cars. Perhaps it’s the clever mechanicals, or the intricate detailing.

Whatever the reason is, the market for motoring affiliated timepieces is more competitive than an episode of The Apprentice, which is why only the brashest, most expensive and coolest watches ever get a mention.

These three lookers are no exception, so let us introduce, from top to bottom, the Audi Centennial Chornograph, the Tag Heuer Monaco Twenty Four Concept Chronograph and the Tag Heuer 40th Anniversary Monaco Limited-Edition Chronograph.

Audi’s 100 year anniversary commemorative watch is made in conjunction with Chronoswiss and is apparently inspired by the instruments found in the Auto Union racing cars, not that the target audience will know what they look like.

They’re only going to make 100, but 35 will come in platinum and 65 in white gold. Prices start from £14k, more than a basic Ford Focus, for the white gold model, but if you want your watch in platinum you’ll have to shell out a sizeable £24k, the price of a nicely kitted out Caterham Seven.

Slightly cheaper, but no less desirable is the 40th Anniversary Monaco Limited-Edition Chrono by Tag Heuer. If it looks familiar it’s because the Tag Heuer Monaco is one of the most heavily counterfeited watches this side of Bangkok, and with good reason. But this is no knock-off, and carries a £4k price tag. However, this special edition is nothing compared to the Monaco Twenty Four Concept Chrono.

This ultra-exclusive watch doesn’t even have a price yet, and we’re sure it will never make it into your local jeweller’s window. The black PVD-coated case and insulated movement can withstand shocks of up to 24,000 Gs in force (around ten times the reported industry average) and according to Tag comparable to a rollcage in a racecar. It won’t, however, stop you losing it.