Home Internet Marketing Shedeur Sanders’ watch flex sparks controversy. Dad Deion approves.

Shedeur Sanders’ watch flex sparks controversy. Dad Deion approves.

University of Colorado quarterback Shedeur Sanders wears a $70,000 stainless steel wristwatch with more than 30 carats of diamonds that were drilled into it by a jeweler in Florida.

The Royal Oak watch itself normally would cost about $30,000 from Swiss manufacturer Audemars Piguet. But this particular watch is different. Jacksonville jeweler Saki Mihalakos customized it by adding the glittering jewels, dramatically boosting its sparkle and value before he hand-delivered it to Sanders last year.

“It’s fully iced-out with diamonds,” Mihalakos told USA TODAY Sports on Tuesday.

The point was to make it more attractive and turn heads long before it recently became the main accessory in a signature move that has triggered a small cultural wave of sorts in American sports, including imitators in the NBA and NFL.