05.11.2020
It’s no secret that Mr. American Dream, Ralph Lauren, loves his wristwatches. In fact, he is a well-known collector of horology and has never been afraid to flaunt what he loves on his wrist and even openly shares what he owns (a few progressive Urwerks and plenty of vintage models from Cartier, IWC Schaffhausen, and Panerai, just to name a few). It’s the same kind of frankness when he humblebrags about his garage of prized cars such as the US$40 million Bugatti Type 57SC that has been the crown jewel of his success story and lifestyle. This multibillion-dollar empire he has built over the last five decades owes part of its success to the name Polo and a logo that reps the prestige of the sport. Lauren admitted at that time that he never watched or played the sport but he needed a pedigree-level name and a vibe that connected with the aspirations he was trying to convey with his brand. An 11 billion-dollar valuation or so later, one can come to the conclusion that something must have worked. Today, the Bronx-born visionary is arguably trying to transfer the same marketing magic he gave to those iconic polo shirts to his brand of wristwatches which only became a serious part of his offerings little more than a decade ago. Whatever your thoughts are about fashion labels making wristwatches, this timepiece isn’t holding any hopes that you’re nominating it for Best Watch of the Year. Instead, what it aims to do is to trigger feelings of nostalgia for those who grew up in the era when Polo fandom was at its peak (if you don’t know what we’re talking about then this isn’t for you). Smack right in the middle of the dial is a printing of that famous logo, one that is more detailed than its embroidered version on fabric. But don’t think this 42mm PVD-treated stainless steel wristwatch is all looks and no substance; under its hood is a self-winding workhorse movement that will satisfy the needs of those wanting to graduate onto something more legitimate than battery power. And who knows, just like those polo shirts, you might be wearing this forever.
