In the Rap game, status symbols mean everything. It doesn't matter what that particular symbol is, as long as it screams "exclusive". For the most part, us plebeians don't care - nor can we relate - to this aspect of Rap music. In recent years though, there's been a new bragging point for many artists, and one I can get behind: the watch game.
Not only is the wristwatch the most important piece of your wardrobe, but it is also a valuable tool. More importantly, a luxury timepiece is a testament to human innovation. It's a work of art, and one that has proven to be a worthy investment over the years.
Rappers have significantly stepped their game up in recent years, but there's still a long way to go. Below is a list of a few brands that artists love to name-drop - and my favorite recent releases from those brands - as well as a few brands that the Rap game needs to familiarize themselves with.
Current Crop1. Chopard - L.U.C. Tourbillon (Only Watch)
This manufacturer is well known within the Rap game. Founded in the 1860's, Chopard has since become a favorite among celebrities. They pride themselves on attention to detail, creating their first in-house movement in 1997 and spending the next three years on R&D before releasing the L.U.C. collection.
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2. Cartier - Montre Rotonde Double Mystery Tourbillon
Similar to Chopard, Cartier is better known for its fine jewelry than for its watches. It remains one of the most referenced luxury brands in Rap music, but more often in regards to Cartier sunglasses or leather goods. Though Cartier doesn't have much of a legacy in fine watchmaking, they've established themselves as a contemporary player in the game over the last decade, producing some impressive grand complications and tourbillons in the process.
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3. Audemars Piguet - Millenary Tradition d'Excellence No. 5
The oldest watchmaking company still owned by the founding family, Audemars Piguet is a part of the Swiss vanguard of watchmakers. At the moment, the Rap game loves Audemars, and while I'd normally cringe at the bandwagoning of guys like Tyga, AP deserves the attention. Their contributions to watchmaking can't be overstated.
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4. Hublot - Big Bang King Power Cathedral Gong Tourbillon
Hublot is arguably the trendiest watch right now, not just in Rap music, but in the watch world as well. If I were to describe their philosophy in one word, it would be gaudy. Nonetheless, they make some of the most visually striking wristwatches on the market. One could certainly argue that Hublot is driven by innovation, but only if they conceded that all change is not good change.
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5. Richard Mille - RM011 Felipe Massa Flyback
Thanks to some of the more wrist-conscious Rappers out there, as well as a strong relationship with many of the world's top athletes, Mille is beginning to make a name for himself in popular culture in much the same way as he did in the watchmaking world: through an audacious endeavor in human innovation.
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Step-Your-Game-Up Time6. Jaeger-LeCoultre - Duomètre Unique Travel Time
JLC is another member of that Swiss vanguard, and has seen a century's worth of success since Antoine LeCoultre founded the company in 1833. They are one of the last Swiss watchmakers to produce everything in-house, which has earned them a reputation for some of the finest hand-crafted timepieces, produced under strict quality control. JLC's relationship with Hip Hop is less established than some of the other brands on this list, but they have long been considered a "watchmaker's manufacturer" nonetheless.
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7. Breguet - Classique Grand Complication
Breguet is one of the oldest watchmakers in the world, and their founder, Abraham-Louis Breguet, actually was the one who invented the tourbillon. Since then, they've had many up & downs, and are now owned by the Swatch Co., far away from their original Breguet DNA. Still, they make a damn fine watch.
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8. Patek Philippe - Gondolo
Patek is the king of Swiss watchmaking in terms of lasting value, history, and tradition. Antique or vintage Patek's are going for stacks on stack on stacks at the auction houses right now. Yet, it's rare to hear any of the true ballers in Rap music reference the manufacturer. Their pieces tend to be understated and refined compared to some of the outlandish releases of other big name brands at the moment, which may have something to do with that. Still, no other brand can hold up to the innovative legacy of Patek.
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9. A. Lange & Söhne - Lange 1 Tourbillon Perpetual Calendar Handwerkskunst
A. Lange & Söhne was first founded way back in 1845, but was destroyed after WWII. However, the founder's great grandson, Walter Lange, re-established to watchmaker in 1990, after the fall of Soviet Russia. Since then, they have risen to the top of the haute horlogerie ranks. They now develop, produce, and assemble all their movements in-house. There isn't a whole lot that can be said about this company other than the fact - and it is a fact - that they are currently the premier watchmaker in the world.
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10. Greubel Forsey - Quadruple Tourbillon Secret
When it comes to making tourbillons, Greubel Forsey is at the top of the list. Since launching the company in 2004, Robert Greubel and Stephen Forsey have won multiple awards for their watchmaking. Greubel Forsey pieces always have a meticulous finish and are so pleasing to the eye, but what is really special about this group are the advancements they are making in the art of watchmaking. Any watch aficionado would give an arm and a leg to get their hands on one of their pieces.
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So there you have it. The fact that Rappers are becoming more aware of what they strap to their wrists truly warms my heart. Nonetheless, it's hard to pick out many who have an actual appreciation for the art. Hopefully with Jay Z (and Swizz Beatz) leading the charge, this will change. We'll see...
