Lionel Messi, a legend in both the football and watch-collecting worlds, recently sparked excitement among fans and collectors alike when he appeared wearing a rare watch designed by rapper and fashion icon Travis Scott. The watch in question, the Audemars Piguet Royal Oak Perpetual Calendar “Cactus Jack,” is a piece of both craftsmanship and cultural symbolism, merging the worlds of luxury timepieces and contemporary music culture.
With only 200 of these unique timepieces ever made, each adorned in a distinct brown ceramic design, Messi’s choice highlights the crossover between sports, fashion, and pop culture that resonates with millions worldwide.
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Messi: A Football and Watch Icon
Lionel Messi is widely regarded as one of the greatest football players of all time, but his interests extend beyond the pitch. Messi has developed a reputation as a discerning collector, boasting a lineup that includes some of the world’s most coveted watches. Among his collection are various Rolex models, including the Yacht-Master, Daytona, and Datejust. However, it’s his affinity for the Audemars Piguet (AP) Royal Oak that has set him apart in the eyes of watch enthusiasts.
The Royal Oak, initially introduced in 1972, revolutionized the watch industry with its distinctive octagonal bezel and integrated bracelet, becoming a signature of luxury sports watches. Over the years, AP has collaborated with athletes and musicians to create limited-edition models, and Messi’s choice of the Travis Scott-designed Royal Oak Perpetual Calendar “Cactus Jack” is the latest in this tradition. The collaboration brings together the worlds of haute horlogerie and hip-hop, reinforcing the cultural significance of both.
The Travis Scott “Cactus Jack” Royal Oak
Travis Scott, known for his musical success and creative collaborations, has an influence that extends far beyond music. From partnerships with Nike and Dior to his successful Cactus Jack Records label, Scott has built a brand that resonates with both fans and fashion followers. His collaboration with Audemars Piguet stands as a testament to his impact on the luxury market. The limited-edition “Cactus Jack” Royal Oak was launched in 2022 with only 200 pieces made, marking a milestone as AP’s first brown ceramic watch.
The watch’s unique aesthetic—a blend of rich brown ceramic and the meticulous craftsmanship AP is known for—has led to its nickname, the “Chocolate AP.” Retailing initially at $201,000, the “Cactus Jack” has soared in value, with resellers pricing it at nearly double its original retail price. Scott’s Royal Oak is distinguished by its openworked perpetual calendar, a feature that allows wearers to glimpse the intricate gears and mechanisms within, exemplifying the meticulous artistry AP has upheld for over a century.
A Match Made in Cultural Heaven
Messi’s decision to wear the Travis Scott-designed Royal Oak Perpetual Calendar “Cactus Jack” could be interpreted as more than just a choice of luxury accessory; it’s a symbolic gesture that reflects the convergence of football, music, and fashion. Messi, a global icon in sports, and Scott, an influencer in music and style, each bring distinct cultural narratives to the table. Their individual accomplishments reflect a broader cultural synergy—one that is celebrated through the “Cactus Jack” Royal Oak.
Messi’s public display of the watch on Instagram, where he shared the image with his wife, Antonela Roccuzzo, to his more than 500 million followers, added a layer of significance. It is a moment of cross-cultural appreciation, particularly meaningful as Scott has also shown admiration for Messi. In a song from his recent album, Scott references Messi with the lyrics, “The boy going Lionel Messi, I go Tom Brady,” linking two sports icons in a nod to their unparalleled greatness. This lyric, alongside Scott’s release of an Argentina-inspired jersey for his “Circus Maximus” tour, underscores the mutual respect between the artist and athlete.
The Royal Oak and AP’s Legacy of Collaborations
Audemars Piguet has a longstanding tradition of partnering with high-profile figures to design exclusive watches that bridge the gap between luxury and pop culture. The brand’s first venture into this realm began in 2005, when AP teamed up with rapper Jay-Z to commemorate his 10th year in the music industry. This collaboration produced the Royal Oak Offshore Jay-Z, limited to just 20 pieces, setting the stage for future celebrity partnerships.
In 2013, AP collaborated with basketball icon LeBron James on an Offshore Chronograph, solidifying its relationship with the sports world. Each collaboration brings something unique to the AP portfolio, celebrating both the brand’s heritage and the distinct personalities of its collaborators. The “Cactus Jack” Royal Oak extends this legacy, connecting AP’s tradition of excellence with the influence of modern cultural figures like Scott.
The Rising Value and Exclusivity of Collaborative Timepieces
The skyrocketing value of the “Cactus Jack” Royal Oak on the secondary market reflects a growing trend: collaborative timepieces are becoming investment pieces. The exclusivity of these watches, combined with the cultural significance of their celebrity designers, creates high demand among collectors and enthusiasts. Watches like the “Cactus Jack” become more than just timepieces; they are artifacts of a moment in cultural history, representing the fusion of fashion, art, and sport.
For Messi, wearing a watch like the Royal Oak “Cactus Jack” isn’t solely about style; it’s a statement. By choosing such a rare, culturally resonant piece, he aligns himself with a tradition of innovation and exclusivity. Moreover, his choice reinforces the notion that sports icons, like musicians and fashion influencers, are powerful cultural symbols. These watches transcend their practical purpose, instead serving as status symbols that communicate a sense of belonging within a global network of cultural influence.
The Impact of the AP-Travis Scott Collaboration on the Watch Market
Scott’s collaboration with AP has undeniably impacted the watch industry. As demand for unique and limited-edition timepieces rises, brands are seeking ways to connect with younger, more diverse audiences. Scott’s influence reaches beyond traditional watch buyers, appealing to a generation of fans who value both luxury and authenticity. This shift is reshaping the watch market, encouraging established brands to collaborate with artists who bring fresh perspectives and new audiences to the table.
For Audemars Piguet, partnering with Scott was not only a business decision but also a move that highlighted the brand’s commitment to cultural relevance. In an industry traditionally dominated by heritage and exclusivity, AP’s collaboration with Scott signals an openness to modern influences and the acknowledgment that luxury can coexist with street style and contemporary music. This fusion of high-end craftsmanship with urban culture represents the future of luxury, appealing to a more diverse demographic while preserving the brand’s legacy.
Why Messi’s Choice Matters to Fans and Collectors
Messi’s choice of the “Cactus Jack” Royal Oak carries significance beyond fashion. As one of the most admired athletes globally, Messi’s endorsement of the watch brings it into the public eye, influencing not only his fans but also collectors and fashion enthusiasts. The connection between Messi and Scott through the Royal Oak fosters a sense of unity among fans of both figures, bridging gaps between different cultural spheres. For watch collectors, Messi’s choice validates the “Cactus Jack” as a sought-after piece, underscoring its worth and appeal in the luxury market.
This relationship between a football star and a musician, embodied in a timepiece, illustrates how cultural icons can shape trends and redefine what luxury means. Messi’s role in this narrative exemplifies the modern athlete’s influence on fashion and lifestyle, an influence that extends beyond sports into broader cultural spaces. Fans who see Messi wearing the “Cactus Jack” may be inspired not only by the watch’s aesthetic but by the meaning it carries—symbolizing success, ambition, and a willingness to embrace different cultural expressions.
