Audemars Piguet x Cactus Jack Collaboration Sparks Controversy in Watch Community

Renowned Swiss watchmaker Audemars Piguet recently set off a wave of controversy within the watch community with its unexpected collaboration with American rapper Travis Scott and his streetwear label, Cactus Jack.

The collaboration, which included a range of merchandise and a limited edition watch, was met with mixed reactions from traditionalists in the industry.

Some were taken aback by the fusion of the 149-year-old luxury brand with the contemporary aesthetics of the 32-year-old rapper, known for his unique style and frequent collaborations across various industries.

The highlight of the collection was a stunning limited edition perpetual calendar watch, featuring a chocolate-brown ceramic case and intricate design elements inspired by both Audemars Piguet’s craftsmanship and Scott’s personal touch.

Among the design details were Cactus Jack’s signature smiley-face logo and glow-in-the-dark green calendar indications, adding a modern twist to the classic skeleton dial.

While some purists criticized Audemars Piguet’s choice of collaborators in recent years, including figures from the fashion world like Matthew Williams and even fictional characters like Marvel’s Spider-Man, the brand’s reputation for innovation and creativity remains unquestioned as it approaches its 150th year in the industry.

The initial backlash from the watch community highlights the clash between tradition and modernity, as luxury brands continue to seek new ways to stay relevant in an ever-evolving market.