The reason why the greatest rapper is passionate about million dollar watches
From Snoop Dogg’s sparkling Rolex to Jay-Z’s million-dollar collection, high-end watches have become indispensable for rappers.
Attending the Grammy Awards, Jay-Z, who was voted by Billboard as the greatest rapper of all time, wore a Patek Philippe Grandmaster Chime watch worth an estimated $2.2 million. At Super Bowl 2023, the male rapper’s sparkling accessory model worth one million USD became the focus.
In rappers’ MVs, audiences often see images of gold chains, sparkling stones, and luxury watches.
Jay-Z and François-Henry Bennahmias in 2005. Photo: SCMP.
Watches to show off wealth
According to SCMP, all luxury accessories serve the desire to show off wealth. Some people believe that this desire is at the root of hip hop culture.
Hip hop is a way for people of low social status to express themselves and change their lives. They may be a group of people born and raised in slums, marginalized by society.
Once successful, they use watches as a tool to show off their wealth and assert themselves.
High-end watches have become an indispensable part of hip hop culture. In the album Culture II released in 2018, Migos mentioned the Patek Philippe brand 28 times. Luxurious accessories accompany Jay-Z and Snoop Dogg at many major events.
Maintaining the original purpose of showing off wealth, over time the way rappers choose watches gradually changes. From 1970 to 1990, Rolex was a favored brand, often appearing on the wrists of Tupac and Snoop Dogg.
During 1990-2000, big watches were the top choice. They were flashy, in line with the oversized accessories craze that exploded in the hip hop world at that time.
Jay-Z is passionate about luxury watches with timeless designs. Photo: Hodinkee.
Over the years, rappers have gradually shifted from the simple, classic design of Rolex to being passionate about models studded with diamonds or decorated with a series of elaborate details.“At first, Rolex was a brand that symbolized success,” said Sebastian Vivas, director of museums and heritage at Audemars Piguet. “At first, Rolex was a brand that symbolized success. Around 1990, the community embraced many brands and ostentatious models. At this time, Audemars Piguet’s Royal Oak Offshore became a popular watch.”
Vivas points out that the accessory model exudes prestige and success with its oversized design and high value.
Change over time
Starting point, rappers use watches to affirm their wealth. However, today, famous names like Jay-Z or Pharrell Williams no longer use time-telling accessories for such purposes. They aim for designs that affirm their knowledge of watches.
At the party after the Oscars, Jay-Z was spotted wearing a Patek Philippe watch. They have a classic, timeless design and don’t feature rhinestones.
Sebastian Vivas points out that famous rappers are starting to be more selective when buying watches. They are interested in materials such as black, blue and white porcelain. Some rappers refuse large watches to choose thin and light devices.
DJ Khaled and Pharrell Williams love how sophisticated the watch is. Photo: SCMP.
Additionally, watch brands are also recognizing the rapper’s influence. Austen Chu said: “For 20 years, they rap about Rolex. For the next 20 years, they praise Audemars Piguet. Recently, Patek Philippe has gradually appeared in rappers’ songs. These are all best-selling brands best”.
Austen Chu, co-founder of watch resale platform Wristcheck, affirmed: “Over the past five years, being loved by rappers has helped increase the popularity of watches thanks to song lyrics featuring brands like Patek Philippe, Rolex and Richard Mille”.
