When a question of time becomes a question of style… Taylor Swift has just supplanted Frank Sinatra, Stevie Wonders and Paul Simon winning a fourth Grammy Award for album of the year.
The new queen of pop has just become the ultimate star of American music... and gained half a million subscribers to her Instagram account in the space of a month.
Enough to make her more than ever a trendsetter.
A choker watch for Taylor Swift.
ROBYN BECK / AFP
Precisely, during this ceremony of the 66th Grammy Awards, the singer made the event by combining a watch with her black and white look, between Schiaparelli evening dress and Giuseppe Zanotti shoes.
If we credit her with a fine collection in this area, we have hardly seen her wear a watch until now apart from a Rolex Day-Date, like her lover, Travis Kelce.
But on the occasion of the Grammy Awards ceremony, she created a surprise not only by making history in the music industry, but also by calling on the jeweler of American stars, Lorraine Schwartz, to wear around the neck a Swiss Concord Art Deco style watch customized into a necklace adorned with a whopping 300 carats of diamonds... Impossible not to notice it in any photo of the star... Enough to give a real spotlight to a Swiss Made brand born in beginning of the 20th century, but a little forgotten since then, it must be admitted.
Clearly, in watchmaking, the past has a future, and second-hand watches can sometimes experience a new life, much more flamboyant than the first, in the spotlight.
With her watch worn as a necklace, will Taylor Swift start the trend?
KEVIN WINTER / Getty Images via AFP
She will not have been the first to dare to wear a watch choker: Rihanna had already worn an imposing flying tourbillon signed Jacob & Co adorned with 30 carats of diamonds around her neck during the Las Vegas F1 Grand Prix, then another around the ankle during Pharrell Williams' show for Louis Vuitton on the Pont Neuf in Paris.
After this gala evening, will Taylor Swift start the trend with “Swifties” around the world?
It's not impossible.
In any case, although it is not the most practical way to wear a watch, or tell the time, it is in itself a great way to complete the metamorphosis of the watch into a fashion accessory.