Travis Scott has made a monumental partnership with the prestigious Swiss luxury jewelry brand Audemars Piguet, highlighting the brand’s growing influence in the hip-hop community. The Houston rapper recently took to Instagram to unveil a limited-edition Royal Oak Perpetual Calendar Openworked watch.
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‘From Houston To Switzerland’
Travis Scott has revealed his partnership with Swiss luxury jewelry brand Audemars Piguet (AP), solidifying the brand’s influence in the hip-hop community.
The announcement, made on November 30 through Scott’s Instagram account, showcased a new Royal Oak Perpetual Calendar Openworked limited-edition watch crafted in brown ceramic–a first for Audemars Piguet. With a typical cost ranging between $50,000 to over $100,000 for exclusive models, the price point for the collaboration remains concealed, requiring interested customers to schedule an appointment or request pricing information.
The UTOPIA artist revealed the news on his Instagram, stating:
“It Took me and the gang 4 years. And now it’s time actually, Never been more fired up, From Houston to Switzerland.”
https://www.instagram.com/reel/C0Ry-uzro0l/?igshid=ZDE1MWVjZGVmZQ==
Audemars Piguet, also took to their Instagram writing:
“Unveiling a new Royal Oak Perpetual Calendar Openworked limited edition in partnership with brand and label @CactusJack, established by American artist Travis Scott. Crafted in brown ceramic–a first for Audemars Piguet– this new 41mm model reflects free and bold spirit, in addition to our ability to push back the borders of watchmaking.”
Travis Scott’s affinity for Audemars Piguet is obvious. His verses are peppered with references to the prestigious brand, solidifying his position as a prominent ambassador. In his latest album, UTOPIA, the Houston native raps in the track “MELTDOWN,” announcing:
“Chocolate AP and Chocolate the Vs, Got the Willa Wonka factory.” Older hits like ”Watch,” featuring Lil Uzi Vert and Kanye West, also showcase Scott’s admiration for the brand, as he enthusiastically raps, “Yeah, man’s on the frontline ’cause man’s on his deen, No little faces, it’s just an AP beamin’.”
The collaboration between Travis Scott and Audemars Piguet illustrates the brand’s significant influence within the hip-hop community. Here are some other hip-hop artists who have given the luxury Swiss brand a shoutout in their lyrics:
Dess Dior– ‘Rich B * tch’ (2020)
“Rich b*tch sh*t, I hit Chase and splurge thou ogit though/Carti on my wrist, I hit wafi drop the bankroll/AP comin’ next, I ensure that b*tch is two-toned/Hold my wrist up, I got em ill, send em to Blue Cross.”
Gunna– ‘Oh Okay’ (2018)
“Audemar wrist, count it then spend it/Matted the coupe, my windows tinted/Chop off the top, headed to Lennox”
Don Toliver– ‘Private Landing’ (2023)
“Diamonds and Margiela, AP canary yellow/She deserves a Patek, cause she on of the members/When it comes to Saldava, money not a probleM/Turned me to a killer, I just smashed a model”
Drake– ‘N 2 Deep’ (2021)
“Got some bad bitches/That’s gon’fuck me for that AP/F * ck me for that AP,