Last night, Watches of Switzerland celebrated the opening of a new exhibition set inside its Soho store. Curated by the watch retailer and developed in collaboration with Stadium Goods, “Sneaker Time” pairs exceptional timepieces with iconic sneakers, offering a comment on the unexpected synergy between two cultures of passionate collecting. The show also provides a glimpse at Watches of Switzerland’s ability to break the mold of the watch industry and introduce a new generation of enthusiasts to the art of watchmaking.
The exhibition is comprised of 15 watch and sneaker pairings on display inside Watches of Switzerland’s recently renovated lower floor, introducing a futuristic element to the space’s warm, study-like setting. Each match explores parallels across craftsmanship, inspiration and design. The process for choosing the combinations required a deep dive into brand heritage, storytelling and visual languages. For example, the Breitling Aviator 8 B01 Chronograph 43 Curtiss Warhawk and Nike Air Max 90 “Warhawk” — displayed together for “Sneaker Time” — were both informed by the famed Curtiss P-40 Warhawk, a World War II Pursuit plane. Another pairing featuring the Jacob & Co. Epic x Chrono HYPEBEAST Edition and the ultra rare Chanel x adidas Originals Pharrell Williams Hu NMD meet at the intersection of fashion and sports, while the Ulysse Nardin Freak X Black Marquetry and Balenciaga Track.2 share mosaic-like design cues. Other featured brands include Grand Seiko paired with the Fragment Design x Air Jordan 1; Hublot paired with one of Kanye West’s first sneaker designs for Louis Vuitton; and the Girard-Perregaux Neo-Tourbillon with Three Bridges Skeleton paired with Nike’s COMME des GARÇONS collaboration.
The exhibition stands as a testament to the growing intersection between footwear and timepieces. Though seemingly quite different, both niches are built on similar models of hype-making through limited-editions and a bustling resale market. Both also have equally as voracious and knowledgeable enthusiasts. While watch collecting has, in recent years, evaded its stereotypical audience, sneaker culture has concurrently grown to embody the same luxury space as watches. To bring these worlds together for the first time marks a significant moment in fashion.
“Sneaker Time” will be on view at Watches of Switzerland’s Soho location at 60 Greene Street until December 2 and is open to the public. All featured watches are available to purchase through Watches of Switzerland and a selection of sneakers are available to purchase through Stadium Goods.