Audemars Piguet has unveiled its collaboration with Cactus Jack, the brand and label founded by multi-talented American luminary Travis Scott. Known for his work as a rapper, producer, designer, and entrepreneur, he joins forces with the watchmaker in an alliance that pushes the boundaries of luxury watchmaking.
This isn’t the company’s first hip-hop collaboration. The watchmaker has long been inextricably linked to the hip-hop universe. The nouns “Royal Oak” and “Audemars Piguet” have seamlessly woven themselves into countless rhymes and raps. As a sign of the brand’s enduring presence, many iconic figures in the community wear Audemars Piguet timepieces as a statement of their horological preferences.
Rewinding to 2005, Audemars Piguet boldly stepped into the hip-hop arena by joining forces with one of the genre’s biggest names, Jay-Z. The collaboration resulted in the Royal Oak Offshore Jay-Z 10th Anniversary limited edition timepiece. Only 20 were made.
The ascent of Travis Scott in the hip-hop scene began in 2008 after he and a friend released a mixtape on MySpace. He signed with a major record label four years later. Since then, he has transcended boundaries and achieved global recognition. Besides music, Scott diversified his portfolio by founding his own record label and designing for high-end fashion and streetwear houses.
He first hinted about the inevitable launch of this new collaboration back in mid-2023 when he released the single ‘Meltdown’. In one of the lines in the song, he cryptically drops the name, “Chocolate AP”. Chocolate, of course, refers to the colour applied to the ceramic case of the limited edition watch.
In a departure from its customary palette, Audemars Piguet embraced the unusual allure of brown, guided by Scott’s creative vision. For him, brown goes beyond pigmentation. It symbolises the future, the essence of life, the rhythm of his heartbeat, and the tranquillity of natural existence—a gravitational force shaping the design ethos of his universe.
Recognising the significance of this colour to Scott, Audemars Piguet embarked on the formidable task of creating the “Chocolate AP”. The result is the Royal Oak Perpetual Calendar Openworked “Cactus Jack” Limited Edition, a remarkable creation representing Audemars Piguet’s first foray into the realm of brown-hued Royal Oaks.
This skeletonised perpetual calendar masterpiece reveals its inner workings through a crystal-clear sapphire dial, providing an unobstructed view of the meticulously finished calibre 5135—a mechanical marvel crafted to Audemars Piguet’s exacting standards.
A number of design elements reference Cactus Jack’s graphics, with Scott’s hand-drawn sketches serving as the font used in the calendar and week indicators. The day indication showcases the Cactus Jack logo while the most notable feature is the lunar phase indicator adorned with Cactus Jack’s iconic smiley face with its mouth sewn shut. In keeping with the brand’s aesthetic codes, some parts of the dial glow blue or green in the dark, including the moon phase indication.
As the timepiece is turned over, it reveals one of two signature elements: an engraving of the name of the timepiece, its limited production run of 200 pieces, and “Utopia is a state of mind”, a reference to Scott’s latest musical endeavour. The second feature manifests itself in the Cactus Jack logo, reiterated on the movement’s 22k pink gold oscillating weight.
A brown leather strap with a denim effect encircles the timepiece, adorned with a pink gold folding clasp and engraved with the signatures of both brands to symbolise the collaborative synergy that gave birth to this piece.
Scott and Audemars Piguet have also designed a capsule collection of streetwear and accessories to commemorate the launch. It is available exclusively at shop.travisscott.com with proceeds from every item sold earmarked for a charity of Scott’s choice.
