Pop culture and its impact on today's watchmaking

Pop culture, from film to music, has left its mark on the world of luxury watches, influencing designs, celebrity collaborations, and the popularity of certain brands and models.

In a landscape where entertainment, fashion, and luxury converge, the impact on watchmaking is enormous. Blockbuster movies, famous musicians, and public figures have been key in shaping how people view and value these watches, especially high-end ones. This influence of show business has produced unique designs, cool collaborations, and a boom in the popularity of certain brands and models. Let's dive into the dynamic between pop culture and the world of watchmaking, looking at how entertainment has redefined the aesthetics, marketing, and universal appeal of watches today.

Clocks on the big and small screen

Film and television have served as powerful showcases for the most elite watches, imbuing them with a magical touch of glamour. The close relationship between James Bond and Omega is a perfect example: since 'GoldenEye' in 1995, Bond has gracefully worn various Seamaster models, elevating the line and brand's status as emblems of performance and sophistication. In another theater, the TAG Heuer Monaco became an icon in 'Le Mans' in 1971, worn on Steve McQueen's immortal wrist, standing out for its distinctive design and the imprint of the 'King of Cool' .

Another successful pairing was Arnold Schwarzenegger and the Seiko Hybrids Diver's, reference H558-5000, later known worldwide as the Seiko 'Arnie' . The identification between the two was cemented in films where both the protagonist and the watch had to be bulletproof and ugly aliens, as in 'Commando' (1985) and 'Predator' (1987). Similarly, the Citizen 'Bullhead' worn by Brad Pitt in 'Once Upon a Time in Hollywood' (2019) reflected not only the character's personality, but also the resurgence in popularity of vintage watches with its distinctive shape and style.

The influence also extends to television, where series like "Mad Men" have revived interest in classic watches thanks to their aesthetics. The Rolex Explorer on Don Draper's wrist, for example, is pure elegance from that era. As for literature adapted into a film, the Rolex Datejust 16013 from "American Psycho," mentioned at least 26 times in the original novel, failed to make it to the screen (through Rolex) and was replaced by the Seiko SNJX90, a less problematic clone. Regardless, the famous two-tone Datejust became a symbol of status and excess in the yuppie corporate world of the 1990s.

In addition to the classics already mentioned, other watches have been crucial parts of the plot in major films, such as the tremendous 'Interstellar' , where the Hamilton 'Murph' —a watch that didn't exist on the market at the time—plays a key role, symbolizing the connection between the characters and the concept of time. Its simple design became so iconic that Hamilton had to manufacture it to appease the masses. This cinematic device was a sweet treat for watch enthusiasts, representing how a watch can be a fundamental part of a film's narrative.

The world of superheroes has also seen the influence of luxury watches. The Jaeger-LeCoultre Master Ultra Thin Perpetual, worn by Doctor Strange, is an example of how a watch can enhance a character's personality, combining sophistication with a mystical touch, befitting its wearer. In the science fiction genre, the Seiko 7A28-7000, worn by Sigourney Weaver in 'Aliens' (1986), the brainchild of the great Giorgetto Giugiaro and the choice of the no less great James Cameron, became an icon of industrial design. With its asymmetrical, futuristic structure, it aligned perfectly with the aesthetic of the film, itself created by another monster: HR Giger.

Collaborations with celebrities and music fashion

The worlds of business and sport are increasingly intertwined, and collaborations between watch brands and famous athletes respond to this vital market need, generating designs that capture the essence of both worlds. The partnership between Hublot and Kylian Mbappé has produced, for example, watches that reflect both Hublot's style and the young footballer's exorbitant energy. Similarly, Richard Mille's collaboration with Rafael Nadal has produced ultra-resistant watches that symbolize both the brand's technical excellence and Nadal's inexhaustible spirit. Another notable collaboration is Leo Messi's with Jacob & Co., resulting in exceptional watches that represent the world champion's skill, the brand's exclusivity, and the creativity of both.

In the music world, the influence of artists on the design and popularity of watches is enormous. Audemars Piguet and Jay-Z created a limited edition Royal Oak Offshore, which, according to both parties, reflects the brand's values and the cultural influence of Beyoncé's husband. Similarly, Rolex's partnership with John Mayer and Ed Sheeran's fondness for a host of brands, including Patek and AP, have attracted younger audiences and likely influenced entry-level models.

Bold and colorful watches have become popular in hip-hop and pop music, where ostentatious luxury and individual expression are highly valued. This influence is reflected in the collections of brands like Breitling and TAG Heuer, which have been adopting bolder designs and less traditional materials to appeal to younger customers. In rock and metal, watches with darker, more rugged designs have gained traction. Brands like Bell & Ross and Panerai have found a following among fans of these genres, thanks to their designs that convey a sense of strength and power.

The influence of pop culture on luxury watchmaking also extends to other celebrities and brands. The close associations of LeBron James with Audemars Piguet, Ryan Gosling with TAG Heuer, David Beckham with Tudor, Adam Driver with Breitling, and many others have reinforced the connection between the success and values of these watchmaking houses. These figures not only increase the brands' visibility with their appearances and social media posts, but also attract a broader audience.

Finally, the visibility of certain watches at award shows and red carpets has reinforced their status as symbols of luxury and success. When celebrities like Leonardo DiCaprio or Scarlett Johansson wear a particular piece at these events, they raise the brand's profile and set trends in watch fashion, demonstrating how the glamour and prestige of the entertainment world are intertwined with the world of watchmaking.

Trend and evolution

When pop culture and luxury watches come together, you know we're dealing with a very powerful force. This goes beyond advertising; it's a true reflection of how we're beginning to view time and luxury differently. The watches you see on the wrists of celebrities and the designs influenced by music and film are more than just a brand on the wrist; they're a reflection of the times we live in.

This trend, which unites watches and famous faces, is a symbiosis where watchmaking and pop culture enrich each other, where both worlds nourish each other and tell stories that touch us. The brands that embrace this trend aren't just selling watches; they're offering pieces of our current culture.

With the digital age in full swing and the continued fusion of entertainment and consumption, luxury watches are sure to continue evolving. They will likely become active symbols of pop culture, badges of status, and online statements of personal identity. For watch aficionados, this represents a unique opportunity to directly participate in a larger narrative, one in which every second ticked by our watches brings us a little closer to the stars.