The Swiss watch industry is entering an exciting era with the announcement of a significant collaboration. A groundbreaking partnership has been formed involving the renowned 32-year-old rapper from Houston, Travis Scott, his influential record label Cactus Jack, and the esteemed watchmaking company, Audemars Piguet.
This collaboration has resulted in the creation of the “Cactus Jack” LE, a unique edition of the iconic Royal Oak perpetual calendar watch. This exclusive timepiece, featuring an elegant chocolate brown hue, is limited to just 200 pieces. Those interested in acquiring this distinct watch should be prepared for its price tag of approximately $201,000. However, the launch represents more than just a new luxury product; it’s a celebration of cultural impact.
Travis Scott, a figure known for his extensive collaborations beyond the music industry, including partnerships with global brands like Nike, McDonald’s, Helmut Lang, and Dior, brings a new level of visibility to the collaboration. Renowned for his musical talents, Scott’s influence extends well beyond the realm of music. He stands, alongside artists like Drake, as one of the most prominent and influential rappers of his generation, bringing a unique blend of cultural significance and visibility to this latest venture in the luxury watch sector.
November 30th, 2023 marks a significant moment in the world of luxury timepieces as the collaboration between the renowned artist and Audemars Piguet (AP) unveils a new watch, featuring the emblem of the artist’s label on its dial. This latest creation isn’t a radical departure from traditional designs but rather a tastefully executed remix, poised to draw a fresh audience to the world of high-end watches. The watch, measuring 41mm, is a Quantième Perpétuel (QP) and boasts striking white gold hexagonal screws and a sapphire dial that showcases the intricately openworked Calibre 5135. This movement is a visual feast, blending rhodium-toned elements with the warmth of pink-gold shades.
A unique aspect of this timepiece is the typography used for the calendar and week displays, inspired by the artist’s own hand-drawn designs. The day subdial’s hand mirrors the shape of the brand’s logo, adding a personal touch. However, the standout feature is undoubtedly the moonphase display at six o’clock. Here, the traditional lunar depiction is replaced with the artist’s iconic smiley face emblem, distinguished by its stitched mouth. This emblem is not only visually striking but also functional, featuring a luminescent coating that emits a blue glow in darkness. In a striking contrast, the other calendar functions, apart from the week indicator, are treated with a luminous material that glows green in the dark, creating an extraordinary nocturnal visual effect.
For this special occasion, the watch introduces a new textured calfskin leather strap, a debut in this complication category. Complementing this is the pink gold folding clasp, intricately engraved with the dual signatures of Audemars Piguet and the artist, symbolizing the union of traditional luxury watchmaking with contemporary cultural influence.
Francois Bennahmias, CEO of AP, has been a pivotal figure in bridging the worlds of hip-hop and high-end watchmaking. He was at the forefront of this fusion back in the early 2000s, notably with the landmark Jay-Z collaboration Offshore in 2005. While luxury watches have long been a staple in the rap scene, the direct involvement of Swiss watchmakers with hip-hop artists represents a novel and exciting crossroads. As Bennahmias approaches his final chapter at AP, with a leadership transition set for January 1st, 2024 by Ilaria Resta, this collaboration serves as a fitting climax to his tenure.
AP’s decision to embrace hip-hop culture within the traditionally conservative Swiss watchmaking industry is commendable. This move signifies a progressive and bold approach, one that I hold in high regard. While there’s often a perception that brands may capitalize on the success and influence of these artists, it’s my hope that the departure of Bennahmias doesn’t lead to a decline in AP’s efforts to reach new audiences. Francois Bennahmias’s contribution to diversifying the face of luxury watchmaking is notable, and his presence will undoubtedly be missed.
