Brand collaborations are when two or more businesses join forces to create a product for a campaign and mutually benefit from each other. It will vastly increase your brands reach out as you're talking to two sets of customers rather than one.
Since 2021 collaborations have been everywhere. From Balenciaga x The Simpsons to even Adidas x Bored Ape Yacht Club. People love these kinds of collaborations, that’s why the well-known brands keep doing it.
But what do they gain from it?
Attracts publicity and builds hype around the specific brand. It’s important so they can reach out to a new audience, to potential clients. It’s more crucial for fashion brands, collaborations unlock the ability to deliver a collection that is outside of their typical design, in a refreshing and different style.
So it is beneficial for watch brands as well. They can gain access to audiences who previously might not even have considered purchasing or wearing watches. But after they collaborate with their favorite movie star or car brand, it will grab their attention.
The biggest watch collaborations of 2021
There are a lot of collaborations that we could talk about in this section, from movies to music, car brands, and even gaming. These categories are very different, so they don’t target the same audience, although there are people in between.
For movie lovers, Audemars Piguet collaborated with one of the biggest movie series of all time.
Audemars Piguet x Marvel.
Audemars Piguet is a highly regarded watch manufacturer. The company is best known for introducing the Royal Oak wristwatch in 1972, which helped the brand rise.
This watch pays tribute to a new generation of influential Marvel heroes. It’s a limited edition of 250 pieces dedicated to the Black Panther's universe. The watch has been given a high-tech design.
It is Inspired by the Black Panther's cutting-edge suit, the case is sandblasted titanium and it presents a textured look with satin-brushed and polished titanium inserts. The satin-brushed and polished black ceramic bezel furthers the watch's high-tech design.
The dial presents a hand-painted rendition of the Black Panther hero, comprised of white gold. The suit's texture has been carved out by laser, and the myriad of details adorning the hero's hands, claws, muscles, and facial features have been sculpted by hand. Numerous layers of diluted dark paint have been meticulously added by hand to reach the perfect balance of texture.
The watch movement has a unique 3D effect. The sapphire caseback is going to provide another window onto the watch’s seamless blend of technological advancement.
This is one of the biggest collaborations and it’s because Marvel has a huge fanbase all over the world. People love Black Panther, so they will like the watch as well.
There are a lot of people who have a passion for gaming. That is why TAG Heuer made an exclusive watch with the most iconic gaming characters.
TAG Heuer x Super Mario.
TAG Heuer is a Swiss luxurywatchmaker that designs, manufactures, and markets watches. Known for its roots in automobile racing, innovative thinking in the evolution of the chronograph, and its remarkable innovations in the watchmaking industry.
This limited edition timepiece delivers a unique digital experience. It’s because the animated dial is serving as a stage for gaming’s famous hero, Mario.
It tracks physical activity and the fitness goals you set. With this watch, Mario is your personal trainer and motivates you to reach your daily goals.
Mario celebrates the wearer’s progress with his signature power-up attributes. When the wearer reaches their daily target, Mario then climbs the level-up Goal Pole in an in-dial animation.
The timepiece arrives with two interchangeable straps imprinted with the Super Mario logo. A sleek black leather on red rubber and red perforated rubber for a sporty look.
This watch is also limited to a certain number. In this case, they made only 2,000 pieces. This watch has a high demand and there are a lot of resellers on different platforms.
There are limited watches for music lovers as well. One of the most famous DJs has collaborated with Hublot.
Hublot x DJ Snake
Hublot is a Swiss brand, and they represent the 'Art of Fusion' among watch brands. Their luxury timepieces are considered Swiss watchmaking at its best.
DJ Snake is no stranger to successful musical collabs, including Let Me Love You with Justin Bieber, Selfish Love with Selena Gomez, and a string of hits with the likes of Kanye West, Diplo, and Lil Jon.
The iridescent blues, oranges, and violets on the 45mm titanium case change depending on the angle from which they are viewed and where the light is coming from.
He signed this Big Bang with bezel cutouts that he designed and with a world map in the case colours in reference to his travels around the world, playing to packed dancefloors at venues worldwide.
The watch is supplied with two rubber straps, one in black and the other with a grey, black and purple camouflage pattern and fabric texture that can be quickly swapped using Hublot’s One Click system.
Hublot is producing 100 pieces of the Big Bang DJ Snake. When it launched it was $26,200, now it’s much more expensive and can only be bought from resellers.
If you’d like to buy a watch that is exclusive, the world’s first, and because of that it has a special feeling when wearing it, you should consider the…
DWISS - CBMM / NIOBIUM
DWISS is a multi-design awarded Swiss brand of authentic and unique Swiss made timepieces that are innovating how time is displayed. They are all limited-edition luxury watches with the highest-grade Swiss movements and craftsmanship.
They planned this watch very carefully as it is the world’s first timepiece that is made out of niobium. It’s a chemical element with a chemical symbol (Nb) and an atomic number (41). It’s a crystalline and ductile transition metal. Niobium is hypoallergenic and has optimal shock-absorbing properties.
DWISS crafted this watch in partnership with CBMM. They are known for being the world’s biggest niobium miners in the world.
It operates with a case that is made out of niobium as well as a fixed bezel from niobium. The diameter is 41mm, and the thickness is 10,5mm. It has a screw-down crown and sapphire crystal with double anti-reflection. The watch is water resistant up to 100 meters or 328 feet.
As mentioned, it’s Swiss made with an automatic mechanical movement Caliber 2824-2 to be specific, It has a power reserve of 42 hours with 25 Jewels. It wraps around your wrist with a quality crocodile strap.
If that is not enough it has a brushed, satin, and polished finishing and shockproof protection.
The watch is very limited, and made exclusively for CBMM. A Second watch made by DWISS in the same metarial is called the C2, using a mysterious time display, the first time the brands uses it and now it’s a common use in other timepieces, more about DWISS C2 can be seen here. They have a two (2) Year International warranty.
Overall these brands collaborate because this way they can reach a new audience. This means that the demand for the brand will rise. They can make a limited watch that sells for a high price because people value them higher. The number of collaborations will keep growing rapidly.
Which collaboration is your favorite?