Today heralds a groundbreaking chapter for the Swiss watch industry, courtesy of a pioneering collaboration. 32-year-old Houston-born rapper Travis Scott, in partnership with his record label Cactus Jack, has joined forces with the watch industry behemoth Audemars Piguet.
The "Cactus Jack" Limited Edition Royal Oak perpetual calendar, drenched in a rich chocolate brown hue, is a collector's dream, limited to a mere 200 pieces and priced at approximately $201,000. Beyond its monetary value, this release marks a cultural moment. Travis Scott, renowned for his partnerships with Nike, McDonald's, Helmut Lang, and Dior, stands as one of the most prominent figures in contemporary rap alongside Drake.
AP and Cactus Jack Unite
In this collaborative venture, Travis Scott and AP introduce a timepiece adorned with his label's emblem on the dial. While the watch maintains the essence of the original design, it offers a skillful remix that promises to captivate a new audience within the watch aficionado community. The 41mm perpetual calendar boasts white gold hexagonal screws and a sapphire dial that exposes the intricate Calibre 5135, a fusion of rhodium-toned components and pink-gold hues.
Inspired by Travis Scott's hand-drawn model, the typography of the calendar and week indications injects a personal touch. Notably, the moonphase at six o'clock deviates from tradition, replaced by Cactus Jack's iconic smiley face with a sewn-shut mouth, emitting a blue luminescent glow in the dark. Contrastingly, other calendar indications, excluding the week indication, incorporate a luminescent material that transforms into a green radiance at night, creating a distinctive luminous effect.
Breaking tradition, a novel textured calfskin leather strap makes its debut, a first for this complication. The pink gold folding clasp is engraved with the dual signatures of Audemars Piguet and Travis Scott.
In tandem with the watch release, the collaboration extends to an exclusive collection of clothing and accessories available solely online via shop.travisscott.com. A portion of the proceeds from this collection will contribute to a charity project or cause chosen by Travis Scott.
Our Takeaway
CEO Francois Bennahmias, the visionary who initiated the convergence of hip-hop and haute horology back in the early 2000s with the official Jay-Z collaboration Offshore in 2005, oversees this unique fusion once again. While watches and the rap world have crossed paths before, the direct collaboration between Swiss watch brands and rappers represents a unique intersection. As FHB's final venture before the impending leadership change on January 1st, AP's embrace of hip-hop signifies a commendable effort. Despite debates about brands riding on the success of artists, let's hope that FHB's departure doesn't signify a retreat from exploring new demographics. François, you'll be missed!
Noteworthy Details
- Brand: Audemars Piguet
- Model: Royal Oak Perpetual Calendar Openworked "Cactus Jack" Limited Edition
- Reference Number: 26585CM.OO.D301VE.01
- Diameter: 41mm
- Thickness: 9.9mm
- Case Material: Ceramic
- Dial Color: Skeleton
- Indexes: Applied
- Lume: Yes
- Water Resistance: 20m
- Strap/Bracelet: Brown calfskin leather strap with textured jeans effect, pink gold folding clasp engraved with the double "Audemars Piguet" and "Travis Scott" signatures
