In the fall of 2003, Roberto Coin introduced an extraordinary brand extension that combined a unique, signature cut diamond with his world renowned jewelry creations. It took two years of cutting and re-cutting 4 million dollars worth of rough diamonds to develop a Signature diamond cut for Roberto Coin. The result was the most avant-garde round brilliant diamond ever designed. A completely original signature cut with 100 facets and a floral pattern visible in the center of the diamond. The word cento (pronounced chen-toh) means 100 in Italian, which is the number of facets in the cut of the diamond. In Italy "cento" is also used as a term for perfection (100% or cento per cento). It is because of this double meaning that the diamond, and the prestigious collection is named CENTO.