Rolex and Supreme, an impossible collaboration?

Every season, just days before the launch of the Supreme collection, it’s the same refrain. the most terrifying rumors swirl, mixing serious hints and unrealistic wishes. It must be said that during the collab game in sight, the American brand with the red logo, founded in 1994 by James Jebbia, has always managed to surprise, signing perfect contracts with big names such as Louis Vuitton, Nike or Tiffany & Co. the Sneakers, table, surfboard… In this crowd of all kinds of objects, however, there are few watches, especially Timex and a luxury version created by watchmaker Jacob & Co.

But if there’s one manufacturer that makes American brand collectors dream, it’s truly Rolex. Impossible? Almost, because the Swiss manufacturer, known for its cult of secrecy, has always excluded any product collaboration from its brand strategy.

This didn’t stop Supreme from hijacking the Rolex Submariner watch without their approval, adding “FUCK EM” to the dial to keep this version for a small number of devotees. Now priced at around $100,000, this fake Rolex may soon be followed by an Oyster Perpetual Date with a red signature. Here, too, if the predictions of the whistleblower christened “Supreim Drops” are correct, then this watch will be a pure Supreme product that has not benefited from the support of Rolex. We just have to wait a few days to find out if this watch will indeed appear in the Fall-Winter 2022-2023 catalog.