Rolex watches made another inroad into popular culture this past week as a rap tune called ‘Wearing My Rolex’ became a club hit in the UK and beyond.  The song, by the rapper Wiley, features the title lyric repeated over a catchy beat. The video is a surreal street dance of girls dressed up as foxes, dancing and eating out of garbage cans. Wiley is known as one of the founders of “grime” a UK-based style of rap that features fast lyrics and dirty beats and production values.
Rolex, also known for the replica watches that bear its name, celebrates its 100th anniversary this year, and this seems an unexpected, though fitting tribute to the luxury watch manufacturer. The song shows that the company has truly infiltrated popular culture.
Rolex Watches have always been coveted luxury items, and Rolex replica watches have been available for some time. Similar companies, such as Breitling watches or Tag Heuer, have tried to replicate the brand recognition of Rolex, but still lag behind. It’s hard to imagine a grime rap song mentioning Breitling Watches or replica watches.
For now, at least, Rolex watches rule the club scene.