MAD and GRWN’s Aleali May Give the Royal Oak 39mm an Iced-Out “Ultra Violette” Makeover
Featuring a dark purple dial and rainbow baguette diamond indices.
Lab-grown diamond brand GRWN has linked up with MAD to unveil “Ultra Violette,” their limited-edition customized timepiece on the occasion of Paris Fashion Week. Led by GRWN’s recently appointed creative director, Aleali May, the brands’ inaugural collaboration sees a duo of one-of-a-kind Audemars Piguet Royal Oak 39mm, each distinguished by the naming convention of numbered concepts.
The first grand reveal focuses on the “Ultra Violette” Concept 1, a piece that’s adorned with 652 diamonds and an alluring, brushed purple dial. The dial is embellished with 11 rainbow baguette-cut diamonds, while the 12 o’clock mark is replaced with AP’s logo in dark purple — echoing the GRWN logo above 6 o’clock as well as the central seconds hand. The bezel features 32 square, emerald cut diamonds, while the case and bracelet are fitted with round pavé diamonds, laid out in a rain-fall-inspired effect.
“I’ve always been inspired by the watch game and its connection to a community that has a deep understanding and appreciation of luxury. In collaborating with MAD, we designed and customized one of the most iconic timepieces that are a fusion of fashion and ‘The New Luxury’ that speaks to the next generation of Gen-Z consumers,” says May in an official press release.
The “Ultra Violette” Concept 1 Audemars Piguet Royal Oak 39mm has a starting price of around $100,000 USD. It’s now open for inquiry through GRWN’s official website.
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