| By :
Mark Etinger
Another year another collection of hip hop songs referencing a wide variety of designer watches. This year Jay-Z seemed to let lose a torrent of references to designer watch after designer watch. It was as if he was possessed by the high quality craftsmanship that has always been the bread and butter of the Swedish watch industry. From the Audemars Piguet he claimed was "losing time" to the new Hublot watch alert he shouted out in the lead single from his and Kanye West's Watch The Throne there seemed to be a non-stop cavalcade of high end time pieces ready to be discussed on the biggest hits of the year. Why the continued attention being paid to designer watches? Good question. These brands have all been around for decades sometimes even more than a century. They are a namesake that comes with a world of imbued value from the hand-crafted engineering to the high quality precious metals and other materials going into their production, these watches are the industry standard. Hublot watches and the rest of the aforementioned ilk are widely known properties with fantastic records for quality and generally very luxurious price-tags. Getting one of these watches is, for even some of the wealthiest people around, a once in a lifetime event. These watches are built to last decades and the brands are known to be those preferred by folks living the most lavish of lifestyles. An Audemars Piguet is not about to be found on the wrist of anyone who is not worth a high end six figure salary. So it is with the intention of aligning themselves with names like Donald Trump that your average rap artist will throw these designer watches' brand names around. The result is a recorded output where the topic is looking sharp and spending lavishly to keep looking that way. It is a high end fantasy that most people listening at home will never even get a small taste of. A designer watch is just one part of an elaborate articulation of a lifestyle built into the records of these artists. They take on larger than life status because they have adorned their wrists with clearly expensive products from the biggest names in watch making. Of course there are options for people who are interested in these watches. Most places build payment plans that can allow you to begin wearing one of these high end models as you pay off the big price-tag.
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