Lex Borrero on Miami’s Dynamic Watch Collecting Culture

Lex Borrero has a passion for watches that transcends beyond just collecting into a reflection of his journey as a cultural tastemaker and visionary entrepreneur. As the CEO and co-founder of NEON16, a powerhouse in music, film, and content production, Borrero has collaborated with global icons such as Bad Bunny, Justin Bieber, and Maroon 5, earning accolades including Billboard’s “Latin Power Players” and Fast Company’s “Most Innovative Music Company.” 

His Instagram account, @0260andco, offers an intimate look into his world of horology, showcasing a collection that spans rare vintage timepieces to cutting-edge modern designs—ultimately, making him an integral figure in the Miami watch community. With a deep appreciation for craftsmanship and history, Borrero sees each watch as a piece of wearable art, a milestone, and a connection to culture. 

Ahead of our inaugural Miami Watch Summit, Haute Time sits down with Borrero to understand the evolution of his collecting journey, the significance of key pieces, and his vision for shaping the future of the Miami watch community through innovative initiatives.

HAUTE TIME: How did your passion for collecting watches begin?

LEX BORRERO: My passion for watches really started with my love for hip-hop in the ’90s. Back then, artists were making bold statements with their timepieces. The gold Presidential Rolex was the ultimate symbol of success, and later, the five-time-zone Jacob & Co. became a cultural icon. Seeing those watches, I aspired to own them one day. As my music career began to take shape, my journey with watches followed alongside it. Every piece I acquired marked a milestone, a reminder of how far I’d come. What started as an aspiration quickly turned into an appreciation for the artistry, heritage, and culture behind each watch.

HT: How have you evolved as a collector today?

LB: When I first started, I looked for inspiration in culture, what artists and tastemakers were wearing at the time. Today, my collecting has evolved into something much more personal. I buy what I love, whether that’s a $100 Timex x Peanuts collaboration that makes me smile or a highly complicated piece from Patek Philippe. For me, it’s no longer about chasing trends; it’s about celebrating craftsmanship, creativity, and the joy each piece brings me. 

HT: Oftentimes, watches hold a significant meaning / serve as a milestone — what are some notable pieces in your collection and why?

LB: One of the most important pieces in my collection is the Audemars Piguet Royal Oak Perpetual Calendar Openworked 25636BA. This was always my grail watch, the piece I promised myself I’d buy when I closed my first seven-figure deal. It’s a reminder of hard work paying off and a personal milestone I’ll never forget.

Another piece that means a lot to me is my Rolex GMT 116713. I bought it when I was 20 through financing at Mayors, it was my first major watch. A week later, I lost my job, and that watch nearly ruined my credit. But I refused to give up, stayed disciplined, and eventually paid it off in full. A reminder that even when things got tough, I was determined to follow through.

HT: You’re deeply involved in the Miami collecting/watch community — how has it changed over the years, and where do you see it going?

LB: There’s always been a very distinct idea of the “Miami watch.” Even brands recognize this; they ship specific models here because they know the local taste leans toward bold colors, bright dials, diamonds, and, of course, gold. That aesthetic is still very much part of the DNA of Miami collecting. But in recent years, I’ve seen the community evolve in some interesting ways. Collectors here are gravitating more toward independents like F.P. Journe and others who offer a different kind of exclusivity. There’s also been a noticeable shift into vintage people are looking for rarity, provenance, and stories rather than flash. Miami will always love statement pieces, but the scene has matured into a place where connoisseurship and narrative carry as much weight as carats and color.

HT: Why do you think the inaugural Watch Summit in November is important for the Miami watch community?

LB: The Summit is an opportunity to showcase Miami not only as a thriving sales market but as a place actively shaping global watch culture. What’s emerging here is a community that still embraces bold design, but also deeply values high horology, provenance, and history. By bringing collectors, brands, and voices together on this stage, we’re signaling to the world that Miami is no longer just consuming culture; it’s helping define it.

HT: You recently launched 0260 as a brand curating the worlds of watches and cars. Beyond the lifestyle element, what’s your larger vision for how 0260 can shape culture, and how do you see it creating value for watch brands in particular?

LB: At its core, 0260 is about bringing diversity, energy, and cultural currency into the watch industry, and doing it in a way that respects high horology while pushing it forward. I aim to create a platform where heritage meets disruption, one that can help brands not only sell watches but also become part of a larger cultural movement.