Of Course Travis Scott Made Merch for his Audemars Piguet Collaboration

6 December, 2023

Travis Scott is one of the most successful musical artists of his generation. But in his heart of hearts, he’s really a product person. He relishes creating new things and finding new ways to express his artistic desires. It’s why he told GQ that he’s “going to Harvard for architecture school.” He just wants to make things at the highest level. So, after partnering with Nike, Sony’s PlayStation, McDonald’s, Dior and Fortnite, it wasn’t a shock to hear that he partnered with the Swiss luxury watchmaker Audemars Piguet to produce a small batch of the Royal Oak Perpetual Calendar.

Afterall, he mentioned it on “Meltdown” off his latest album Utopia when he rapped, “Wrappin’ the cheese, wrap around me ’cause I’ve got property/ Chocolate AP and chocolate the Vs.” The watch is the final project overseen by Audemars Piguet CEO François-Henry Bennahmias, who has run the company since 2013, and was announced at an event on Nov. 30.

The super-limited 41MM timepiece, encased in a chocolate ceramic case with a brown calfskin strap and “Utopia Is a State of Mind” engraved on the back, was limited to 200 pieces, and, like most Scott collabs, completely sold out.

The Cactus Jack x Audemars Piguet Collection

If you didn’t have $200,000 to drop on a brown watch but still want to rep Cactus Jack and AP, Scott has you covered. On Tuesday (Dec. 5), the “K-Pop” rapper released a capsule collection featuring everything from sweatshirts and T-shirts to robes and slippers. Prices range from $60 for a dad hat to $1,850 for a leather bomber jacket. Every piece is bathed in a familiar brown hue that Scott has used on everything from his Mercedes-Benz G-Wagen to his infamous Batman halloween costume, and now his very own Royal Oak.

“Watchmaking, to me, is the ultimate combo of engineering, fashion, tech and design — a harmony of precision, craftsmanship and perfect timing,” Travis Scott said via press release. “I approached this collaboration similar to sampling or starting a beat, taking inspiration from classics while introducing innovation to push them into the future.”