Off-White has officially stepped into the watch industry with the launch of its first-ever watch collection, TIME. The Milan-based fashion brand is bringing its signature streetwear identity into luxury watches, introducing five different designs that blend fashion, creativity, and modern watchmaking.
Rather than creating traditional luxury watches, Off-White is offering pieces that reflect the brand’s bold design language while appealing to a new generation of fashion lovers and collectors.
This is not a Watch
For this debut collection, Off-White is introducing the idea that a watch can be more than something that simply tells time. The campaign is built around the phrase “THIS IS NOT A WATCH,” presenting each piece as a fashion statement and collectible rather than just a functional accessory.
The collection reflects the brand’s long-standing approach to design by mixing industrial elements, bold graphics, and contemporary culture into everyday products.
The TIME collection is made up of five different watch families, each with its own personality.
- PROTO features transparent cases that reveal parts of the watch’s inner construction.
- BEAT comes with bold geometric shapes and sharp lines.
- HEAVY DUTY focuses on chunky, industrial-inspired designs.
- STREET BLING adds a more glamorous touch with eye-catching finishes.
- AFTER HOURS offers darker colour tones and a more understated look.
Together, the five collections give buyers different ways to wear Off-White’s signature style.
Signature Off-White Details
Fans of the brand will immediately recognise several familiar design elements.
The famous Arrows logo appears on the watch dials, while transparent materials expose some of the internal components, reflecting the deconstructed aesthetic that became one of Off-White’s trademarks.
Typography also plays an important role. Labels such as “CROWN” and “DIAL” appear on different parts of the watches, continuing the quotation-inspired design approach that helped define the brand’s identity.
The colour palette leans towards matte black, grey, metallic finishes and bright orange accents, giving the watches an industrial look that matches Off-White’s fashion collections.
Continuing Virgil Abloh’s Vision
Although founder Virgil Abloh passed away in 2021, his influence remains at the heart of the brand.
Abloh was well known for pushing creative boundaries across fashion, art, and design, and he also had a deep appreciation for luxury watches. His interest in reimagining classic products is reflected throughout the TIME collection, which combines contemporary fashion with traditional watchmaking in a fresh way.
Accessible Pricing
One of the biggest surprises is the pricing.
Instead of competing with traditional luxury watches that often cost thousands of dollars, Off-White has priced the collection between $145 and $425 in the United States. That makes the watches more accessible to younger buyers who want designer accessories without paying premium luxury prices.
Limited Releases Expected
Like many of Off-White’s fashion drops, the watch collection will be released in stages. New colourways and limited editions are expected over time, creating the same excitement often seen around sneaker launches.
The watches will be available through selected fashion retailers and watch stockists around the world.
A New Chapter for Off-White
The launch of the TIME collection marks a new direction for Off-White as it expands beyond clothing and accessories into watchmaking.
Instead of simply placing its logo on existing watch designs, the brand has created a collection that reflects its own identity through bold shapes, industrial influences and modern design.
If the first release is anything to go by, Off-White’s move into watches could become another important part of the brand’s growing legacy.
