Travis Scott and his team worked with the Swiss watchmakers to craft a luxury timepiece and premium merch. Boardroom breaks down the details behind Scott’s signature AP, limited to 200 units.
Time flies when you’re Travis Scott.
From Air Jordan drops that sell out in seconds to working directly with Kim Jones on Dior designs, every minute matters for La Flame and his team. No matter the time zone, his calendar floods with international tour dates and alerts on his phone bury the listed hours and minutes.
Time is very much money. Enter the Cactus Jack x Audemars Piguet Royal Oak.
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Ticking away the moments that make up a lit day, the chocolate-brown watch is signature Scott, revising the 1972 timepiece in murky-yet-modern fashion.
Making the leap from StockX to Sotheby’s, the $201,000 chronometer collaboration sees Scott’s label, Cactus Jack, influence each element from the font to the face. While streetwear segues appear aesthetically, a keen eye and mature differentiation bleed through on the brown calfskin strap.
This testament is more than just a branding play. It’s a truly unique stance and possible pendulum swing when considering the brazen black leather or shiny stainless steel straps seen on past Royal Oak launches from legends like LeBron James and Jay-Z.
Forever young, the ceramic style is illuminated by glow coating and sapphire crystal casing.
Last but not least, smoked counters and a brown bezel tie in the Travis Scott style, subtly standing out among other AP collaborations.
Limited to 200 units, that total has already dipped to 199. At the unveiling event, Scott showcased a bust-down iteration on his own wrist, taken to new heights with rainbow jewels, word to the Denver Nuggets.
Said by Scott to be a project four years in the making, the watch reigns as the pinnacle piece of the collaboration but not the standalone. A range of merchandise including a robe, pajamas, shirts, and more allows an entry point to this aspirational project.
Additionally, it allows his fanbase to grow with him — or perhaps dream bigger — as his deals span from Fortnite and fast food to A24 and AP.
Look for the range to release on Dec. 1 at 10 a.m. PST at Travis Scott’s online shop. According to GQ, a portion of proceeds from each sale will go to a charity of Scott’s choice.
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