Last week, the founder and host of Superniches List Check Podcastshared insights with RealReal at the Superniche partnership event. During the event, Dash discussed how Hip-Hop continues to shape the watch industry, a booming resale market, and which collectors should pay attention to next.
Hip-hop has long been the driving force behind the popularity of luxury watches, transforming brands like Rolex, Audemars Piguet and Richard Mill into cultural staples. From iconic lyrics to the flashy moments of the music video, the rappers don’t just wear these watches.
With Ralph Lauren’s Vintage Watch Division and David Yurman, with backgrounds spanning Roc-a-Fella’s records, Dash provided a unique perspective on how music, luxury and culture intersect in the world of watches.
“Hip-hop not only popularised these brands, it also moved the market.” Dash said. “If Drake or Jay-Z drops a watch in the future, the model will be the Holy Grail overnight. You can see it in a resale price and a way that brands court culture more than ever.”
One example that stood out was the Ardmer’s Pigger, the highlighted dash. Once known primarily among European collectors, the brand became famous in the US after Jay-Z rapped about his AP and later collaborated with the brand. Today, Ardmer’s Pig is roughly synonymous with hip-hop luxuries.
The resale market is also booming. Steel sports models such as the Rolex Daytona and Patek Philippe Nautilus are frequently mentioned in lyrics and seen in music videos, with prices rising from $30,000 to more than $100,000. This rise is driven primarily by demand from hip-hop culture.
Dash also touched on the growing trends in customization in the watch industry, and the artist commissioned a unique, ice-out watch. With an emerald bezel and a fully feasted watch with offset, Drake’s Richard Mill is a classic example of hip-hop turning gorgeous watches into wearable art.
“It’s not just about having a watch, it’s about owning something nobody else has.” Dash explained.
