Watches of Switzerland isn’t just your average watch retailer. For its new exhibition “Sneaker Time,” the brand tapped luxury sneaker marketplace Stadium Goods for a one-of-a-kind pairing collaboration that explores the obsessive culture of collectibility and rarity through combinations of unique timepieces and exclusive kicks.
The inspired pairings take into consideration design details, origin stories, materiality, craftsmanship and heritage to showcase the synergies between timepieces and footwear including a number of highlights from Stadium Goods’ famed Trophy Case of rare sneakers, some of which are more difficult to score than rare luxury watches.
The Nike “Paranorman” is matched with a radical new “Drop” watch from HYT that is being launched tonight for the first time, and takes the company’s iconic skull model to an over-the-top extreme. The Fragment x Air Jordan 1, conceived by the godfather of streetwear, Japanese designer Hiroshi Fujiwara, is paired with the Grand Seiko Drive Nissan GT-R 50th Anniversary Limited Edition timepiece tethering Japanese heritage.
A striking pair of black and white ultra-rare Adidas NMD Hu Trail sneakers designed by Pharrell in collaboration with famed fashion house Chanel (the only athletic collab the brand has ever done) is paired with a special edition Jacob & Co. Epic X Chrono Hypebeast timepiece that draws on the same design cues.
Elsewhere, a see-through Girard-Perregaux Neo-Tourbillon with Three Bridges Skeleton is joined with the transparent COMME des GARÇONS x Nike Dunk High “Clear”, a fashion house that is no stranger to groundbreaking sneaker collaborations. Other watch brands to keep an eye out for are Vacheron Constantin, Hublot, IWC, Longines, Tudor, Ulysse Nardin, among others, with sneakers from brands like Balenciaga, adidas, KAWS x Air Jordan 4, Kanye West x Louis Vuitton and more.
Here, an exclusive first look at Watches of Switzerland x Stadium Goods new “Sneaker Time” exhibition:
HYT SOONOW/Nike Air Foamposite One “ParaNorman”
Grand Seiko Spring Drive 20th & Nissan GT-R 50th Anniversary Limited Edition/Fragment Design x Air Jordan 1
Ulysse Nardin Freak X Black Marquetry/Balenciaga Track.2
Bremont Martin Baker MBIII 10th Anniversary/Supreme x Air Jordan 5
IWC Big Pilot’s Watch Perpetual Calendar Edition “Rodeo Drive” Timepiece/Off-White™ x Nike Air Force 1 Low “Black”
Breitling Aviator 8 B01 Chronograph 43 Curtiss Warhawk/Nike Air Max 90 “Warhawk”
Hublot Big Bang Unico King White Ceramic/Kanye West x Louis Vuitton Don “Cream”
Jacob & Co. Epic x Chrono HYPEBEAST Edition/Chanel x adidas Originals Pharrell Williams Hu NMD
Vacheron Constantin Overseas Chronograph, Black Dial/adidas NMD “Pitch Black”
TUDOR Heritage Ranger/Tom Sachs x Nike Mars Yard 2.0
OMEGA Seamaster Planet Ocean “Big Blue”/Doernbecher x Nike Air Jordan 8 Retro
L’Epee Time Fast D8/Pharrell Williams x adidas Originals Hu NMD “Human Race”
Longines Skin Diver Watch/Hender Scheme MIP-10
Girard-Perregaux Neo-Tourbillon with Three Bridges Skeleton/COMME des GARÇONS x Nike Dunk High “Clear”
Armin Strom Skeleton Pure “Sneaker Time” Edition/KAWS x Air Jordan 4
The exhibition is something of a passion project for David Hurley, executive vice president of Watches of Switzerland. He’s a longtime sneakerhead who owns more than 400 pairs of collectible kicks, most of which remain untouched in their boxes.
“With innovative programming like ‘Sneaker Time’, we are creating a dynamic new platform that will allow us to engage with an even broader community,” Hurley said. “We’re all about giving people an experience they can’t get anywhere else.”
Everything on display at Watches of Switzerland is available for purchase on-site. Of course, prices for the uniquely elevated sneaker/watch collab aren’t cheap: the watches range from $26,000 to $145,000 apiece, with the sneakers going for $800 to a staggering $20,000 per pair. But if you’re a diehard collector with the budget to back it up, it just might be worth it.