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How hip-hop is changing the luxury watch market

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thefader.com

As hip-hop has grown into the dominant musical force in the English-speaking world over the past half-century, its influence on luxury and style has been undeniable — and watches are no exception.

From LL Cool J’s Gruen Gold Nugget in the “I’m Bad” video back in 1987 through to Rihanna’s six-figure Jacob & Co. piece at this year’s Super Bowl, watches have served as a reminder of their wearer’s ascents from harsh conditions to higher places.

For some artists — start with Drake, Jay-Z, and Future, though there are dozens more collectors just as serious — high-end watches have become a very public obsession, either shown-off on the red carpet or in courtside seats, or expressed directly in the music itself.

And that obsession had as indelible an influence on the luxury watch industry itself as it has on consumers and fans. Ryan Chong, Head of Watch Operations at Bezel, an authenticated secondary watch marketplace, sees the clout a watch absorbs from its celebrity wearer as a double-edged sword.

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