A jeweller in Paris claims to be selling the world's most expensive sex toy.

Maison Victor is selling a 40,000 euro (NZ$76,000) diamond ring mounted in a white gold dildo, AFP reported.

Available in different sizes, it comes apart to release the ring, which is studded with 117 diamonds.

"This sex toy was designed for rich people who want to declare their love in a special way," said Jean-Francois Tokars, a manager at Maison Victor.

- NZHERALD STAFF