It took an article in a regional paper to show me the jewel-studded world of Lex Diamond watches. Alex Naswari, who is the owner of A&A Jewelers in North Dartmouth, Massachusetts is the newest aspirant to the Jacob the Jeweler throne. Naswari has designed watches for celebrities such as Snoop Dogg, The Game and Michael "Mad Dog" Martin of MTV's "Pimp My Ride." Lex Diamond is the name given to Naswari by the hip hop community and the watches will be available to everyone and start around at $43,000.

The watches feature Swiss movements and an average of 1,000 diamonds each as well as rubies and sapphires. Ten percent of all sales from the Lex Diamonds line will go to Oxfam and only non-conflict diamonds are used.