Mark Zuckerberg has put a Kosova-born watchmaker in the global spotlight.

Asked at a Meta event about the watch on his wrist, the Meta founder said it was made by Rexhep Rexhepi and called it fantastic.

The piece is the Chronomètre Contemporain I, one of the models that built Rexhepi’s reputation among high-end collectors. It has an 18-karat rose gold case and a black dial made with “grand feu” enamel, a traditional technique that fires the enamel at extremely high temperatures.

The watch originally sold for around $55,000 to $60,000. Years later, one sold at auction for about $1.26 million.

Part of the value comes from scarcity. Rexhepi’s Geneva workshop produces only 40 to 50 watches a year, much of it by hand. He has refused to increase production to meet demand and has turned down offers of $800,000 and $1 million to bring discontinued models back.

Rexhepi was born in Kosova and moved with his family to Geneva at the age of 11. Four years later, at 15, he began an apprenticeship at Patek Philippe, one of the most prestigious names in Swiss watchmaking.