At a private event on Nov 7, 2019, Watches of Switzerland celebrated the opening of “Sneaker Time” a purpose-built exhibition exploring the obsessive culture of collectability and rarity through fifteen inspired combinations of unique timepieces and rare sneakers.
Curated by Watches of Switzerland and developed in collaboration with the team at Stadium Goods—the world’s premier sneaker and streetwear marketplace— “Sneaker Time” will be open to the public through December 2, 2019, on the lower level of the Watches of Switzerland Soho flagship.
The exhibition serves as an observation of how timepiece collecting fits into “hype” culture and how the sneaker marketplace mirrors that of the watch industry.
“Our Soho flagship has been a game-changer since day one. And now 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,” said David Hurley, Executive Vice President of Watches of Switzerland. “We’re all about giving people an experience they can’t get anywhere else.”
Echoing the title “Sneaker Time,” the exhibit environment represents the dual subjects displayed in a series of vitrines that utilize a combination of linear lights and metal rods to highlight the specific pairings. Timepieces from brands including Girard Perregaux, Grand Seiko, Hublot, HYT, IWC, Jacob & Co., Tudor, and Ulysse Nardin, among others, are paired with iconic and rare sneakers provided by streetwear marketplace Stadium Goods. The inspired combinations take into consideration design details, origin stories, materiality, craftsmanship and history to showcase the synergies between timepieces and footwear.
The exhibition also features numerous highlights from Stadium Goods’ famed Trophy Case of rare sneakers, including the Nike “Paranorman” matched with a radical new “Drop” watch from HYT that is being launched at “Sneaker Time” and takes the company’s iconic skull model to an over-the-top colorful extreme.
“One of the founding concepts behind Stadium Goods is the idea that sneakers and streetwear are the new luxury items for today’s young consumers,” said John McPheters, co-founder and co-CEO of Stadium Goods. “We come from a culture that venerates the design and beauty of sneakers in much the same way connoisseurs of fine watches approach classic timepieces. It makes perfect sense to us to display some of our most coveted sneakers alongside these iconic watches and we’re thrilled that Watches of Switzerland sees that same synergy.”
The debut installation for the newly designed Lower Level of the Watches of Switzerland Soho flagship is set to become a favorite among all watches and sneaker lovers. Opening last November with a custom-built hospitality bar and exclusive library, the downstairs space has already become a hub for watch connoisseurs and collectors. Building on that vibe, Watches of Switzerland brought in comfortable lounge seating and created workspaces for guests, while also introducing a series of exhibitions, installations and rotating pop-ups for smaller, emerging watch brands.