In light of the inescapable hype brought on by AP’s soon-to-be-released Swatch collab, we’re taking a look back. Keep reading for more below, then see what industry experts and insiders are saying about AP and Swatch’s Royal Pop pairing here.
Jay-Z’s 2005 Audemars Piguet collaboration
Just over two decades ago, Jay-Z, already deeply entrenched in collecting APs of his own, helped further embed the Swiss watchmakers in the upper echelons of pop culture by partnering on a limited-edition run of collaborative timepieces.
The line was not only limited, but extremely so, with just 100 watches made under the Audemars Piguet Royal Oak Offshore Jay-Z 10th Anniversary banner. A portion of the proceeds from the watches, prices for which topped out at nearly $70,000, was donated to a scholarship fund founded by Jay and his mother.
“At first, I just liked watches; I didn’t know about their complications and movements,” HOV said at the time, per WWD. “The price tag was high and I was like, ‘What? What’s that for?’ Now I know — it’s a good investment.”
Jay-Z’s Audemars Piguet lyrical nods
When it comes to HOV shouting out APs in his lyrics, take your pick. There’s the one on his and the artist formerly known as Kanye West’s Watch the Throne hit “N****s in Paris” (“Audemars that’s losing time / Hidden behind all these big rocks”), or the mention of an AP with an “alligator strap” way back in 2002 on “Show You How,” just to name a couple.
Considering that the height of cultural awareness for AP’s undisputed dominance in the luxury space wouldn’t come until years later, it’s clear that Jay was not only ahead of the curve but also, it’s easy to argue, its very impetus.
On May 16, the Royal Pop collection—featuring what brand reps have described as a “disruptive pocket watch” in eight different models—will be available at select Swatch stores. Ahead of the official reveal, speculation was rampant on social media, including, as unfortunately expected, a proliferation of fake images. See the real thing here.
Head here for a deeper dive into Jay-Z’s best watches.
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