Swiss luxury watchmaker Audemars Piguet is set to embark on a thrilling journey of cultural collaboration, joining forces with American hip-hop sensation Travis Scott and his iconic label, Cactus Jack Records. This partnership marks a significant milestone as Audemars Piguet continues its tradition of connecting with American pop culture.

In tandem with Travis Scott, Audemars Piguet is poised to unveil a limited-edition variant of its prestigious Royal Oak watch, designed with innovation and style. The watch, set to debut this evening, boasts a stunning ceramic composition and bears the unmistakable imprint of Cactus Jack Records. Additionally, this remarkable collaboration will introduce a captivating capsule collection that effortlessly bridges the realms of Swiss horological craftsmanship and the distinctive style of Cactus Jack.

The upcoming watch release promises to be a visual and artistic spectacle, featuring a harmonious blend of elements inspired by Travis Scott’s Cactus Jack brand. Among the standout design features is a moon phase display adorned with a luminescent interpretation of the brand’s iconic logo—a smiling face with its mouth sewn shut.

Audemars Piguet’s CEO, François-Henri Bennahmias, expressed profound admiration for Travis Scott’s unparalleled influence and cultural impact, stating, “Travis could rally an army. He wields tremendous power, and people wholeheartedly follow his lead.”

At just 32 years old, Travis Scott has emerged as one of the most influential and successful hip-hop artists of his generation. His fourth studio album, “Utopia,” released in July, achieved an astounding 650 million global streams during its debut week, solidifying its status as the most commercially successful hip-hop album of the year.

This groundbreaking collaboration is poised to leave an indelible mark, not only through the co-designed timepiece but also with an enthralling collection of clothing and accessories, available through Scott’s personal e-commerce platform. Bennahmias anticipates an enthusiastic response, noting, “People will be ecstatic to discover that AP and Travis have joined forces to create merchandise. It defies convention in many ways. Will it succeed? We could have produced ten times the quantity and still achieved success.”

It is noteworthy that Audemars Piguet is committed to directing the proceeds from the sale of clothing and accessories toward charitable initiatives, including the Cactus Jack Foundation, which provides scholarships to disadvantaged youth—a testament to their commitment to giving back.

As this collaboration unfolds, it also marks the conclusion of François-Henri Bennahmias’s remarkable tenure as Audemars Piguet’s CEO. After nearly three decades with the company, Bennahmias has etched his name as one of the watch industry’s most transformative figures. Under his visionary leadership, the family-owned watchmaker has evolved into a globally recognized luxury brand.

Bennahmias’s legacy includes pioneering partnerships with influential figures such as Muhammad Ali and Arnold Schwarzenegger, culminating in the Time To Give auction in 2000. He also played a pivotal role in bridging the gap between luxury watchmaking and street culture with the Royal Oak Offshore Jay-Z 10th Anniversary collaboration in 2005—an endeavor that reshaped the typically conservative Swiss watch industry.

Audemars Piguet’s engagement with popular culture has continued to flourish, fostering enduring relationships with luminaries from film, music, sports, and the arts, including LeBron James, Kevin Hart, and Ed Sheeran. These collaborations have propelled exponential growth in the brand’s sales, with an average watch price of 42,000 Swiss francs ($47,970).

Bennahmias anticipates that Audemars Piguet’s revenues for 2023 will experience significant growth, with an estimated increase of approximately 200,000 Swiss francs, reaching a remarkable 2.3 billion Swiss francs ($2.6 billion).

While the partnership with Travis Scott was in the making, it gained heightened attention due to an incident in June. A Texas grand jury declined to bring criminal charges against Scott following a tragic incident at the Astroworld Festival in 2021, where 10 individuals, including a nine-year-old girl, lost their lives. Scott faced criticism for his response to the Astroworld Festival disaster. However, Bennahmias refrained from commenting on the incident, emphasizing that Audemars Piguet awaited the jury’s decision before proceeding with the collaboration. The foundation for this collaboration was laid in 2020 when Scott first became a client of the brand.