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At last, calorie-free chocolate.

They're not edible, but watches in the sophisticated shade of brown are the hottest look in wrist wear since Diddy and company made sparkly bling the thing.

"This is a new classic," says Bob Emmons, president and chief executive officer of Swatch Group Canada and brand manager for the 160-year-old Omega (the watch of choice for the likes of Nicole Kidman and George Clooney). "Chocolate is a comfortable colour that fits in. The bulk of the watch business is round watches with white dials; that's been like the dirty little secret."

But here come the chocolate options, including Omega's De Ville Hour Vision, retailing at $17,000.

Baume & Mercier has adopted the trend with its William Baume collection, celebrating the horological genius of the founder's grandson, who helped to build the Swiss brand into one of international repute.

Chocolate is also being seen in collections ranging from the Hampton Square to the Classima Executive ($2,000-plus).

"The watch market is affected by fashion," says Rudy Chavez, Baume & Mercier's North American president. "In Europe, many men's timepieces have been brown for years; we've started requesting the same for Canada and the U.S., particularly now, with so much navy and grey being seen in men's wear. Brown accessories, be it briefcases or watches, complete a sophisticated Italian chic look."

Switzerland's TAG Heuer is also on trend with the lofty-sounding Grand Carrera Calibre 8 RS Grand-Date GMT, a brown-dialled beauty with matching alligator strap ($4,100).

Lest those price ranges make hearts stop, fear not. Brands such as Timex and Guess have joined the brown brigade, with prices starting at $150.

But, regardless of price point, is brown the new black in watch wear, or just an It colour destined to fade?

Baume & Mercier's Chavez doesn't believe so. "We've seen chocolate's staying power in Europe now for many years. The look is here to stay."

Time will tell.