Mauro Perucchetti wanted to create something that represented how people in today's society take time for granted and often abuse it. The hourglass design depicts life and death, as Mauro explained that "the diamonds and the black sand represent the preciousness of life turning into dust."
Implications - Despite the recent downturn in the economy, there is still a viable market for ultra luxury products. A company can appeal to this upscale market by investing in products that explicitly trumpet the opulence of the product. By adding a strong element of exclusivity and elegance to the product, the company will attract interest from upper-class consumers with an eye towards extravagance.