Watch Brands Borrow Some of Music’s Cool


“Nowadays, we associate dance music with luxury settings: Mykonos, Ibiza, Lisbon,” Nikita Choraria, creative director of the London-based watch customizer Pro Hunter and a self-described “house girl,” said in a recent phone call from Portugal’s capital city, where she was on vacation.

That helps explain why, in early July, Pro Hunter introduced its fifth collaboration: a customized Rolex Submariner with a matte black DLC (diamond-like carbon) coating, made for the Dutch record label Armada Music.

Armada, founded in 2003 by the D.J. Armin van Buuren and his business partners Maykel Piron and David Lewis, had been looking for a way to mark its 20th anniversary. The watch, limited to 10 pieces, eight of which sold before its release, features accent details in the label’s signature blue as well as its logo on the sweeping seconds hand.

Read the full article from The New York Times here:  https://www.nytimes.com/2023/08/09/fashion/watches-music-audemars-piguet.html?searchResultPosition=1


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