When haute couture shakes hands with horology, you don’t just get a watch—you get a moment.
Fashion designers have long flirted with the world of timekeeping, but in recent years, they’ve taken over the dial, the strap, and the vibe. The result? Iconic, collectible, and conversation-starting wristwear.
Let’s unravel the most stylish collisions of fabric and function that every watch lover, hypebeast, and fashion nerd should know.
🔴 Supreme x Jacob & Co. — Streetwear Royalty Meets Bling (2020)
Why It Matters:
The collab turned heads with its over-the-top aesthetic. The Five Time Zone model got Supreme’s unmistakable red logo, bold diamonds, and a “hypebeast flex” energy.
Vibe: Drip overload. Meant for wrists that crave attention.
Collector’s Note: Limited drops. Resell prices = sky high.
Why it happened:
Supreme wanted to flex beyond hoodies and skate decks—into luxury. Jacob & Co. saw a chance to ride the Gen Z hype wave.
What dropped:
🔥 Supreme x Jacob & Co. Five Time Zone Watch – A loud, oversized piece with Supreme’s red box logo, colorful world zones, and iced-out bezels. This was “bling for the block.”
Billionaire Boys Club x G-Shock DW-6900 (2023)
What dropped: The limited-edition DW-6900 featured the BBC Starfield logo, while a companion DW-5600 model under the ICECREAM label showcased IceCream Waffle and Drip artwork. Both watches came in collector boxes adorned with BBC iconography.
Why it happened: Celebrating its 20th anniversary, Pharrell Williams’ Billionaire Boys Club collaborated with G-Shock to merge luxury streetwear aesthetics with G-Shock’s rugged design.
Thisisneverthat x G-Shock DW-6900 (2024)
What dropped: The whiteout-style DW-6900 featured a multicolor (blue and red) tint on the triple graph display, an exclusive EL backlight graphic, and case back engraving. The watch was primarily released in South Korea, with limited international availability.
Why it happened: Seoul-based streetwear brand Thisisneverthat aimed to reinterpret the DW-6900 with its minimalist design philosophy.
🖤 Hublot x Yohji Yamamoto — Stealth Luxury (2020)
Why It Matters:
Two masters of the monochrome made a watch that whispered, not screamed. All-black designs, matte finishes, and ninja-level aesthetic.
Vibe: Zen billionaire. Tactical meets poetic.
Tagline If It Had One: “If you know, you know.”
Why it happened:
Hublot wanted high-concept minimalism. Yohji Yamamoto—the fashion poet in black—wanted time to match his wardrobe.
What dropped:
🔥 Big Bang GMT All Black Yohji Yamamoto – Dual timezone stealth-mode watch in full matte black. The antithesis of bling, built for shadow operators.
💥 Louis Vuitton x Tambour Horizon Light Up — Fashion Smartwatch 2.0 (2021)
Why It Matters:
LV took wearables into the designer era. Custom faces, neon arcs, and a display that screams expensive even when showing your step count.
Vibe: Jetsetter tech. Where your wallet and your wrist both flex.
Why it happened:
LV went full futurist, taking its Tambour series into the luxury smartwatch space with built-in designer swagger.
What dropped:
🔥 Tambour Horizon Light Up – Luxury meets tech: LED arcs, exclusive LV faces, customizable UI, sapphire crystal touchscreen, and global travel tracking.
Audemars Piguet × Marvel (2023)
- Why it happened: AP wanted to woo the next-gen collectors with superhero-level storytelling.
- What dropped: Royal Oak Concept Tourbillon Spider-Man.
- Vibe: A full-body Spider-Man in 3D white gold atop a skeleton dial — pop culture meets precision.
- Limited: 250 pieces. Straight comic-book heat.
Final Thoughts: Time Is the New Canvas
These weren’t just brand deals.
They were culture shocks.
They told the world that a watch isn’t just about telling time—it’s about telling your time.
From hoodies to haute horlogerie, from streetwear to sapphire glass, these collaborations created pieces that won’t just age well—they’ll be studied, flexed, and passed on like cultural heirlooms.
