In the world of luxury watchmaking, the convergence of pop culture and high-end horology has rarely been as seamless as in the case of Audemars Piguet’s partnership with hip-hop legend Jay-Z.
The Swiss watchmaker, historically known for its exclusivity and craftsmanship, found itself catapulted into a new cultural stratosphere thanks to the influence of Jay-Z, who played a pivotal role in reshaping the brand’s image for a younger, fashion-forward audience.
Jay-Z’s name-dropping of Audemars Piguet in his music, notably in his 2006 hit “Show Me What You Got,” did more than just spotlight an expensive timepiece—it introduced the brand to a demographic that might not have otherwise been familiar with high-end watches.
The rapper’s frequent lyrical mentions of the brand, along with his personal appearances sporting an Audemars Piguet on his wrist, cemented the luxury watch as a symbol of success and status in the modern age.
The relationship between Jay-Z and Audemars Piguet hit a historic milestone in 2006, when the brand released the Royal Oak Offshore “Jay-Z” 10th Anniversary Limited Edition to commemorate Jay-Z’s decade-long career in the music industry. This limited-edition watch, featuring 100 pieces crafted in stainless steel, gold, and platinum, fused the worlds of hip-hop and haute horlogerie in a way that was previously unheard of. The collaboration brought a new audience to the brand—one that valued its craftsmanship and reputation but was drawn to it because of its association with cultural icons like Jay-Z.
François-Henry Bennahmias, the CEO of Audemars Piguet from 2012 to 2023, was instrumental in harnessing this cultural momentum.
In an interview with Watchballers.ig, Bennahmias recalled convincing the brand’s management to embrace hip-hop and its global influence, likening the movement to the Jazz Age of the 1920s.
Bennahmias saw Jay-Z as the ideal partner to bridge the gap between hip-hop culture and luxury watchmaking.
“You will never see, at that time, a luxury brand actually partnering with culture. Hip-hop was the power, really,” Bennahmias said, recounting the early stages of the collaboration.
The decision to create the limited-edition Royal Oak Offshore “Jay-Z” watch was a bold move that redefined the brand’s relationship with pop culture.
“We basically broke the mold on opening the gates to have two worlds going together—street culture and luxury,” said Bennahmias.
The Jay-Z collaboration was a significant turning point, as the watch sold out in two months, marking the brand’s entry into a new era of cultural relevance. Jay-Z’s frequent mention of Audemars Piguet in his music, followed by Beyoncé’s references to the brand, solidified AP’s position as the go-to luxury watchmaker for celebrities and influencers in the music industry.
This surge in visibility not only elevated Audemars Piguet’s status but also paved the way for its integration into the world of sports, entertainment, and youth culture.
Under Bennahmias’ leadership, Audemars Piguet grew to become a cultural icon, with the Royal Oak collection expanding in both design and materials, including innovative use of ceramic and forged carbon.
The company maintained its exclusivity while appealing to a new generation of collectors. Bennahmias’ strategic focus on celebrity endorsements and the cultural shift towards luxury watches as status symbols played a key role in Audemars Piguet surpassing CHF 1 billion in revenue, a testament to the brand’s newfound global influence.
Audemars Piguet’s partnership with Jay-Z highlights the power of celebrity influence in shaping a brand’s identity in modern times. By embracing hip-hop and its cultural power, the brand evolved from a traditional luxury watchmaker into a symbol of success and aspiration for a new generation.
The success of this collaboration is a case study in how pop culture can elevate a brand to new heights.
Audemars Piguet’s journey alongside Jay-Z is a shining example of the enduring impact that cultural relevance can have on a brand’s legacy.
