( CNN ) -- His black robes and turban may harken back to Arab rulers from 1,500 years ago , but Abu Bakr al-Baghdadi 's taste in wrist-wear is decidedly more 21st century . Days after the mysterious leader of the Sunni terror group ISIS was purportedly filmed at a mosque in northern Iraq calling on believers to wage `` jihad '' against God 's enemies , social media is ablaze with speculation on the make of al-Baghdadi 's watch . But while critics claimed that the flashy silver timepiece dangling from the Arab warlord 's wrist was a luxury Western watch worth thousands , his supporters say he was actually wearing a relatively more modest $ 560 `` Islamic watch '' from Al-Fajr , a Saudi Arabia-based watchmaker . The deluxe stainless steel WA-10S watch -- the preferred choice of `` true Muslims , '' according to some commentators on social media -- can be programmed with the correct prayer times for hundreds of cities around the world . The watch can be set to ring before each `` azan , '' or call to prayer , wherever the wearer happens to be , according to the Al-Fajr website . Muslims pray five times a day , and prayer times are based on the movement of the sun , so they can vary in different places within the same city . In addition to the prayer alarms , the Swiss-made watch has a built-in compass to indicate the direction of Mecca , Islam 's holiest site , so believers will know what direction to pray . The bilingual watch displays in English and Arabic and allows you to choose either the Gregorian or Hijra calendar , which is `` based on the astronomical moon sighting at Mecca , '' according to the watchmaker 's website . The deluxe model also has a Quran bookmark feature which enables you to record the last Sura and Verse number so you can pick up where you left off later . An employee at the watchmaker told CNN : `` We ca n't be sure 100 % that the watch [ al-Baghdadi ] was wearing was actually ours , but after seeing the picture we can assume it is the Al-Fajr WA-10S Deluxe . Though the Arabic signs were not clear , the watch 's shape is identical to ours . '' `` There is no record about who bought what from the more than 30 branches we run . While we do n't have branches in Iraq , we do have them in many other countries , among them 11 Arab countries and even European branches such as the one in the UK , '' the employee added . ISIS has not commented on the watch al-Baghdadi was wearing , but observers claimed earlier this week that one of the world 's most wanted men was wearing either a Rolex or a $ 5,000 Omega Seafarer -- the timepiece of choice for James Bond , the world 's most famous silver screen spy . Critics of al-Baghdadi -- the ringleader of the al Qaeda splinter group whose lightning-quick advance has seen them seize large swathes of land in Syria and Iraq in recent months -- say his flashy silver timepiece contradicted with his attempt to strike a pose of pious humility during his sermon at the mosque in Mosul . `` The 'Khalifah ' Abu Bakr al-Baghdadi makes his first appearance wearing expensive Omega or Rolex watch , '' said one observer on Twitter . `` New 'Caliph ' spotted with serious bling , maybe he needs that Swiss precision to know it 's time for the Caliphate ? '' joked another . Regardless of the brand , al-Baghdadi , like Osama bin Laden before him , wore the watch on his right arm in accordance with Salafist tradition dating back nearly 1,500 years to the Prophet Mohammed , who encouraged all Muslims to prioritize the right side of their bodies as they go about their daily lives . Al-Baghdadi 's appearance in Mosul came days after ISIS declared him as the leader of a new state extending from Aleppo in northeastern Syria to the Diyala province in Iraq . CNN could not independently verify the video 's authenticity , but the video did identify the man as Al-Khalifah Ibrahim , the name al-Baghdadi now goes by with his followers since ISIS declared the creation of their so-called caliphate , or `` Islamic State . '' READ MORE : Pentagon targeting ISIS leader in drone strike ? READ MORE : Is ISIS the first terror group to build a state ? CNN Wires contributed to this report .
Al - Bakr Baghdadi was purportedly seen giving a sermon at a mosque in northern Iraq last week . Observers reported on social media that the Arab leader was wearing an expensive Western watch . Others now claim he is wearing an ` ` Islamic watch '' that sets time reminders and has a Quran bookmark function . An employee at Al - Fajr , the Saudi - based watchmaker , told CNN that al - Baghdadi 's watch ` ` appears to be one of ours ''