Travis Scott has collaborated with Audemars Piguet

Travis Scott and Audemars Piguet have unveiled an unexpected collaboration. A collection consisting of a Royal Oak Perpetual and a selection of clothing, it will most likely be a capsule collection bearing the signature of the Swiss watchmaking house and that of Cactus Jack, the rapper's record label. The clothing has not been officially revealed yet, but images of the watch have been made public. Available in only 200 pieces, it clearly reflects Travis Scott's aesthetic with an all-over brown color scheme and other details. Dubbed "Chocolate AP" by Scott, the 41mm diameter watch is characterized by custom smiles and hands with the Cactus Jack logo on the subdials for moon phases. Audemars Piguet's choice to collaborate with Travis Scott is not random, according to François-Henri Bennahmias, the company's CEO, who stated: «Travis can gather an army of people; he has immense strength, and people always follow him.» Despite the flagship piece of the collection being the Royal Oak Perpetual, the collaboration's merchandise is creating a buzz among Scott's fans.

Creating a clothing line is an unconventional decision for Audemars Piguet, which has exceptionally pushed beyond any aesthetic code promoted by the brand throughout its history. François-Henri Bennahmias stated that the proceeds from the collection's items will be donated to the Cactus Jack Foundation, an organization that ensures education for disadvantaged individuals. Audemars Piguet's decision to focus on Travis Scott has the potential to open new horizons for the watchmaking sector, which in recent years has been increasingly committed to expanding its target audience. At the same time, the collaboration demonstrates how American celebrities are still indispensable for many European entities aiming to approach new markets. Pending the discovery of the capsule's retail prices, we can only appreciate the versatility of Travis Scott, who has become a reference point in sectors as important and pressing as they are diverse. For those interested in purchasing, the watch is available exclusively upon request on the Audemars Piguet website.