There’s perhaps only one brand on the planet more desirable than Supreme, and that’s Rolex. But what about a collaboration between the pair? Shut up and take my money.
As it happens, this is no mere hypebeast’s pipe dream. There is indeed such a thing as a Supreme Rolex. Now, in 2021, one New Yorker has got his hands on one and has put it up for sale – and it’s one rude piece of wrist candy.
Justin Reed, a creative who’s quickly gained a reputation for his ability to source rare and desirable streetwear and other ‘hyped’ collabs, caused a stir earlier this week when he listed one of these rare and desirable watches for sale on his e-commerce platform. He’s also shed some light on the history of these watches, which were once considered nothing but a rumour.
“[In 2013], Supreme decided to customize a small handful of Rolex watches and gift them to a select group of friends and family members of the company.. it is believed that only 20 of these exclusive watches were ever produced,” he explains.
![](https://www.dmarge.com/wp-content/uploads/2021/11/supreme-rolex-submariner-back.jpg)
Specifically, the Submariner ref. 114060 ‘No Date’ was the model chosen for the family and friends release, with well-known British watch customiser Bamford Watch Department tapped for the commission. In this sense, it wasn’t a collaboration between Rolex and Supreme per se – although the watches can be considered ‘official’ Supreme goods, if you catch our drift.
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“The extent of the customization work was overall rather subtle and minimal,” Reed continues. “Supreme’s ‘F*** EM’ slogan appears in bold, red text above the Submariner name on the dial (more than slightly reminiscent of a red-line Submariner or Sea-Dweller), and the case-back is engraved with Supreme’s signature ‘box’ logo.”
Imagine being bold enough to walk around with that on your watch’s dial… Let alone wear such a rare Rollie.
Mounted on an Oyster bracelet, the watch Reed has for sale is far from mint condition – chipped and worn, it was a watch that saw action (which we actually respect). That said, it comes with its original box, wallet, manual/chronometer certification and Rolex warranty card, as well as a unique Supreme ‘warranty card’ which adds further credence to its official status.
Speaking of rare Rolexes, check out our round-up of the five most expensive Rolexes of all time below.
The price? Reed’s asking US$100,000… Or almost 10 times the retail price of a normal Submariner. Bloody hell. Undoubtedly, this is a rare and desirable watch, but we’re not quite sure who the target market for it is.
The average Supreme fan is probably too young and not wealthy enough to spend $100,000 on a watch. Those who would have that sort of money would probably baulk at the fact it’s pretty pre-worn, as well as the fact that you’re paying a huge premium just to say ‘f***’ to the world.
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But maybe that’s the appeal. Supreme has built its reputation on in-your-face branding and being provocative. They’re a status symbol and counter-cultural force all rolled into one. Rolexes, too, are unmistakable status symbols; they’re hardly subtle watches.
All we know is that we’d rather pay $100,000 for this thing than wear one of Supreme’s Jacob & Co. collaborations…