Entertainment

Here’s What’s Behind Off-White’s First Watch Collection

Dj Dan Starboy • Jul 13, 2026 • 2,122 views • 1 min read

Off-White has launched its first-ever watch collection, called "TIME." It officially released worldwide on July 7th. The line is built around five distinct design families.

PROTO uses transparent cases that expose the watch's inner construction. BEAT leans into bold geometric shapes and sharp angles. HEAVY DUTY brings a chunkier, more industrial-looking build.

STREET BLING adds detailing for a flashier finish. AFTER HOURS rounds things out with darker, more understated tones. Off-White's signature arrows logo appears throughout the dials. Transparent materials let some internal components show through openly.

The campaign leans on the phrase "this is not a watch." That framing positions each piece as a design object, not just a timepiece. It's a similar move to what Audemars Piguet did with Swatch. That collaboration also blurred the line between luxury and accessible fashion.

Both projects use hype-driven release strategies typically tied to sneakers. Limited runs, colorways, and drop culture all carry over here too. Off-White developed this collection with TMS Group, a fashion watch manufacturer. Together, these details show fashion labels increasingly treating watches like sneakers.

Finally, most pieces from the "TIME" collection have already sold out. A handful of styles are still in stock on Off-White's website. Given the sneaker-style drop approach, remaining stock likely won't last long. Anyone interested should check availability sooner rather than later.

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Here’s What’s Behind Off-White’s First Watch Collection

Written by Dj Dan Starboy

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Written by Dj Dan Starboy