De Beers Consolidated Mine Limited was formed in 1888 with Ceil Rhodes as it Chairman, and since that time they have been associated with high-grade diamonds, and a dominated force in the gem world. Known for their advertising campaigns like the 1947 and 2015 “Diamonds are Forever” and the 1995 “Shadow” print and tv advertisements, De Beers brought diamonds to the mainstream. In celebration of the millennium in 2000, De Beers released a limited edition of fine and whimsical hour glass timers filled with 2000 diamonds with an approximate weight of 36 carats. Elegantly flowing in the silicone filled container, the diamonds counts out ten minute intervals. When placed on the illuminated base the flow of time becomes illuminated.