The Case for the "It" Watch

As much as watches in popular culture being necessary might be an unpopular opinion, here is why it is crucial to the survival of the passion we all love.

- Ben Kwok

The realm of watches can be admittedly polarising at times. Much like art where profound beauty and meaning are found in the eye of the same timepiece. Such a division often occurs when said timepiece enters the stratosphere of wider public consciousness by being invariably spotted on the wrist of a notable celebrity - be it in sport, cinema or even social media. Yes, we are talking about the "It" watch phenomenon. To put it briefly, the "It" watch is defined as a watch that is particularly fashionable or a popular best-seller at any given time - in essence, any watch that has benefitted from being spotted on the wrist of a well-known name.

In a contemporary sense, today's "It" watch is not a singular timepiece, nor does it come from a singular brand. The advent of social media and its amplifying of celebrities' lifestyles and purchases translates into a vast array of "It" watches across a multitude of contexts.

In the realm of music, besides the seemingly permanent presence of Rolex, Jacob & Co. and Audemars Piguet are two other brands that appear to be at the top of famous musicians' minds. For the former, such an association is almost inevitable, considering how brand founder Jacob Arabo also known as "Jacob the Jeweller" - started making jewellery for a star-studded clientele from the music industry. Beyond being name-dropped in many rap songs, his watches have been spotted on the wrists of Cristiano Ronaldo, Jay-Z, and closer to shore - Thai singer BamBam. Jay-Z - a longtime friend of the brand and by far the foremost horological authority amongst rappers - recently made headlines as the first to own the limited-release Bugatti Tourbillon hyperwatch. Admittedly, the timepiece's design language is not for everyone - it is, in essence, the horological adaptation of the naturally aspirated V16 engine block at the heart of the actual Bugatti Tourbillon hypercar - but its place in JayZ's collection identifies it as an "It" watch nevertheless.