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“At First, Rolex Was the Brand That Symbolised Success, ” Says Sebastian Vivas, Audemars Piguet’s Heritage and Museum Director. by the Mid-1990S, the Community Was Embracing More Ostentatious Brands and Models. the Very Substantial Audemars Piguet’s Royal Oak Offshore Became a Grail Watch for Many Rappers During This Time. “It Came to Embody Prestige and Success with Its Outsize Design and High Value – the Yellow-Gold Version Weighs over 400 Grams, ” Adds Vivas.

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And in a World Where “Ties Are Disappearing, Sneakers Are Worn with Suits and Luxury Watches with T-Shirts”, Says Vivas, “Genres and Stylistic Barriers Are Blending … Art Is Feeding off Pop Culture”.

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A Growing Appreciation for Watches Means More Rappers Are Now Embracing “Plain Jane” Timepieces, as Rapper A$Ap Ferg Calls Them. “Even If a Famous Rapper Is Seen Wearing an Iced-out Watch, It Only Carries Prestige Within the Rap Community If It’s a Factory Modification, ” Chu Says.

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Vivas Has Also Noted This Growing Appreciation for Watchmaking. “Tastes Became More Complex and Refined – We Saw a Surge of Interest in Different Materials, Including Black, Blue and White Ceramics. the Same Goes for Complicated Models – Many Complicated Models Ranging from Oversized to Extra-Thin Models Now Sit on the Wrists of Hip-Hop Artists. ”

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“For 20 Year's, They’ve Been Rapping About Rolex; for Almost 20 Year's, They’ve Been Rapping About Ap; and More Recently, in the Past 10 Year's, They Started Rapping About Patek, and the Past Five Year's, Richard Mille. and Those Are the Brands as Well on the Secondary Market That Are Performing the Best, ” Says Chu.

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In 2019, Richard Mille Followed Suit with a Timely Artist Tie-up: the Rm 52-05 Manual Winding Tourbillon Pharrell Williams. “The Diehard Watch Nerd Enthusiast Might Not Care About This Influence. but for the Average Person, Pop Culture Is Still Extremely Influential, ” Adds Vivas. “That’s How You Hook People In. ”

How Hip-Hop Got Serious About Watches: from Tupac and Snoop Dogg’s Blinged-out Rolexes, to Jay-Z and Pharrell’s Partnerships with Audemars Piguet and Richard Mille, High Horology Has Proved a Rapper’s Delight

By Elena Rostova

• Oct 8, 2026 • 6 min read

How Hip-Hop Got Serious About Watches: from Tupac and Snoop Dogg’s Blinged-out Rolexes, to Jay-Z and Pharrell’s Partnerships with Audemars Piguet and Richard Mille, High Horology Has Proved a Rapper’s Delight

Direct Answer • Key Takeaway

While Conveying a Loud, Proud Image of Success May Be at the Heart of the Culture, How That Street Cred Is Communicated Has Changed over Time. Rappers of the 1970S Through 90S Went for the Tried and Trusted Rolex, Often Seen on the Wrist of Pioneers Like Tupac and Snoop Dogg. over Time, This Appetite for Bling Evolved from the Staple Day-Date of the Genre’s Heyday, to Watches Outrageously (Some Would Argue Tastelessly) Customised with Aftermarket Diamonds and Precious Gems. More Recently, the Community Began to Embrace the Ever-So-Popular Trend of Quiet Luxury.

Elena Rostova

Lead Health, Wellness & Medical Journalist

Elena Rostova holds a Master's degree in Public Health Journalism. She covers groundbreaking medical research, holistic wellness trends, mental health awareness, and nutritional science.

Tags: how hip hop got serious about watches tupac and snoop doggs blinged out rolexes jay z and pharrells