  Prompt or early optical emission in gamma-ray bursts is notoriously difficult
to measure, and observations of the dozen cases show a large variety of
properties. Yet, such early emission promises to help us achieve a better
understanding of the GRB emission process(es).
  We performed dedicated observations of the ultra-long duration (T90 about
7000 s) GRB 130925A in the optical/near-infrared with the 7-channel "Gamma-Ray
Burst Optical and Near-infrared Detector" (GROND) at the 2.2m MPG/ESO
telescope. We detect an optical/NIR flare with an amplitude of nearly 2 mag
which is delayed with respect to the keV--MeV prompt emission by about 300--400
s. The decay time of this flare is shorter than the duration of the flare (500
s) or its delay.
  While we cannot offer a straightforward explanation, we discuss the
implications of the flare properties and suggest ways toward understanding it.
