Source: Images and content by Robin Swithinbank @ gq-magazine.co.uk. See the original article here - https://www.gq-magazine.co.uk/watches/article/bulgari-aluminium-steve-aoki-special-editionhttps://media.gq-magazine.co.uk/photos/60acd9427c4de40838d62903/16:9/w_1280,c_limit/24052021_CW_hp.jpg
Brands are trying all sorts to grab our attention: tapping into the sustainability conversation; borrowing fashion’s see-now, buy-now concept; product placement; sports sponsorships; e-commerce; flashy “experiential” boutiques, and so on.
Of late, they’ve also been tapping up DJs and record producers. Richard Mille and Pharrell Williams. Zenith and Carl Cox. Hublot and DJ Snake. Audemars Piguet and Synapson. And now Bulgari and Steve Aoki. Just dropped is the Bulgari Aluminium Steve Aoki Special Edition, a non-limited piece with a glow-in-the-dark dial made in collaboration with the producer, DJ and fashion designer.
His watch is a spin on the Aluminium, the modish lightweight sports watch Bulgari first made in the late 1990s and reintroduced last year. For the special edition, the Italian brand has taken the established formula of a 40mm aluminium case, black rubber bezel and black rubber and aluminium bracelet and added an up-all-night luminescent dial, putting Aoki’s signature logo in relief in the centre. The case back is black DLC-coated and engraved with his signature.
Steve Aoki, for the uninitiated, is huge. The 43-year-old American founder of Dim Oak Records has nearly 3bn streams to his name and is one of the most in-demand performers in the world. He’s got almost 10m Instagram followers and his cross-genre discography has earned him two Grammy Award nominations.
The watch partnership is testament to how much the perspective of luxury brands has changed in the last decade and also to the fact that, just as on its 1990s launch, Bulgari’s Aluminium is capturing the zeitgeist all over again. Long live the wristwatch!