Model W is a watch that "is in no way a competitive response to what some other company is doing," read the cheeky press release.
The teaser continued: "This incredible new device from Tesla doesn't just tell the time, it also tells the date. What's more, it is infinitely adjustable, able to tell the time no matter where you are on Earth. Japan, Timbuktu, California, anywhere! This will change your life. Reality as you know it will never be the same."
Despite the barrage of internet jokes on Wednesday, Tesla shares did jump on the heels of the "news."