The company that makes Seiko watches is actually part of a larger conglomerate that does everything from owning an upscale department store to producing eyeglasses. Seiko’s latest diversification is canned tuna that can be strapped on the wrist.

Well, it is April 1, 2017.

The new line of canned tuna is actually a clever dig at Seiko’s signature dive watches, which have been nicknamed “tuna cans” because of the large cases. The lids of the ostensible canned tuna are in the form of a dive watch dial, with binnamaguro, Japanese for “canned tuna”, across the dial.

Seiko spared no expensive with this gag, even setting up a microsite dedicated to the new line of tuna. As horological April Fool’s jokes go, this is one for watch nerds.