Zenith and Swizz Beatz Made a Watch That Comes In an Actual Record Player

Coolest watch packaging ever?
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When Kanye West called Swizz Beatz "the best rap producer of all time” it wasn’t his usual blustering hyperbole. Swizz, real name Kasseem Dean, has produced hits for the likes of Jay-Z, DMX, Beyoncé, Busta Rhymes and more. 

The Grammy Award-winner, who is married to Alicia Keys, is also a dedicated collector of contemporary art, cars, watches and classic vinyl. And in a beautifully-designed new collaboration with famed Swiss watch brand Zenith, Swizz brings the last two together in an entirely new way.

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At Art Basel in Miami, the partners unveiled the Zenith Defy Classic Swizz Beatz edition, an online exclusive for the U.S. market. Only 50 pieces are being made priced at $7,900 each. 

The 41mm automatic timepiece features a blacked-out ceramic case and a skeleton dial, set off by a bright orange flange ring and matching central seconds hand, as well an orange textured rubber strap and a rubber-backed black alligator strap with orange stitching. 

With its darkened movement visible its somewhat spider-like and menacing, while the pops of orange keep it from being too stealthy.

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The darkened movement is also visible through a sapphire crystal exhibition window on the caseback, which is engraved with a quote from Swizz: “Confidence + Positivity = Longevity”. But that’s not even the coolest part. 

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Buy one of the limited edition watches, and you’ll be handed what looks like – and is – a functioning turntable, with a watch box incorporated on its side. 

Connect to an audio system and you can DJ the night away, with the watch either strapped to your wrist or displaying the time from its cradle next to the tonearm and controls. Now get out there and make some beautiful music….