Dinosaur dung crafted into $11,290 watch

Further 'ugh': Strap is made from an American cane toad

Anthony Finnerty / Artya This luxury watch from Switzerland's Artya features a face made from fossilized dinosaur dung.

GENEVA - A Swiss watchmaker is hoping to raise a stink with an expensive timepiece that eschews the trade's standard gold, diamond or titanium fittings for a more earthy substance — dinosaur dung.

Vesenaz, Switzerland-based company Artya says the watch set in fossilized feces will sell for $11,290 and comes with a strap made with skin from an American cane toad.

Designer Yvan Arpa said Monday the coprolite came from a plant-eater that died about 100 million years ago in what is now the U.S.