Collaborations are hardly new in the watch world: Tiffany-badged Pateks, Marvel Spider-Man-inspired A.P. Royal Oaks, tattooed Hublots, Omega jumping into bed with Swatch to procreate the Moonswatch, and Rolex over the years sporting Domino’s pizza logos.

Twin-branding has been with us since the birth of modern watchmaking three decades ago. Some of these arrangements are a genuine meeting of minds, others are purely commercial exercises, and celebrity endorsements round out the options for horological hook-ups. What’s new is the sheer proliferation of such arrangements that this year have reached outlandish proportions.