Watches of Switzerland used its Manhattan showroom last week to launch a month long exhibition of rare limited edition sneakers promoted alongside top end timepieces
The Sneaker Time event runs through to December 2.
Selling high end watches alongside limited edition sporting footwear is certainly more logical than it might at first appear because both are highly collectible with the rarest examples rocketing in value and becoming investment class assets.
Online marketplace StockX began life as a rare sneaker platform before evolving into selling watches as well.
Watches of Switzerland New York is presenting 15 combinations of unique timepieces and rare sneakers in collaboration with Stadium Goods, an online sneaker and streetwear marketplace.
The aim was to bring together two groups of equally passionate and knowledgeable enthusiasts. It took place at the store’s lower ground floor, which has been recently revamped into a flexible event space.
“With the renovation of our lower level and innovative programming like Sneaker Time, we are creating a dynamic new platform that will allow us to engage with an even broader community,” says David Hurley, executive vice president of Watches of Switzerland. “We’re all about giving people an experience they can’t get anywhere else.”
Watches from Girard Perregaux, Grand Seiko, Hublot, HYT, IWC, Jacob & Co., Tudor, and Ulysse Nardin, and others are paired with including Nike’s Paranorman, Fragment x Air Jordan 1 and ultra-rare Adidas NMD Hu Trail sneakers designed by Pharrell in collaboration with Chanel.
Watches of Switzerland’s lower Manhattan showroom is located in Soho, a neighbourhood famous for its younger, creative crowd so presenting collectible sporting footwear alongside top end timepieces is bang on message for the affluent hipster target market.