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Justin Bieber X Rolex Datejust : the one to watch

In a music video featuring two gods of the rap game, Drake and DJ Khaled, the star is no other than Justin Bieber! There’s quite an easy reason for that: everybody being under lockdown, only Justin Bieber would have been able to shoot the video at his own L.A. home. In the video, the young artist is seen dancing to the powerful lyrics of the two rappers and walking around in his gigantic house. The whole thing may just be a parody of what Californian rappers might look like. Beyond this genius marketing move, what strikes is the meticulous styling. While all the ultra “bling” and streetwear codes have of course been summoned (including the Champagne shower), our attention is caught by the main protagonist’s watch: the famous Rolex Datejust. The timepiece is celebrating its 75th anniversary this year, yet who would have thought it would become the main character of this global banger? For this white-gold version on a 36mm black dial, this is an ideal counter-use that allows Rolex to successfully infiltrate cool culture.

Justin Bieber X Rolex Datejust : the one to watch

In a music video featuring two gods of the rap game, Drake and DJ Khaled, the star is no other than Justin Bieber! There’s quite an easy reason for that: everybody being under lockdown, only Justin Bieber would have been able to shoot the video at his own L.A. home. In the video, the young artist is seen dancing to the powerful lyrics of the two rappers and walking around in his gigantic house. The whole thing may just be a parody of what Californian rappers might look like. Beyond this genius marketing move, what strikes is the meticulous styling. While all the ultra “bling” and streetwear codes have of course been summoned (including the Champagne shower), our attention is caught by the main protagonist’s watch: the famous Rolex Datejust. The timepiece is celebrating its 75th anniversary this year, yet who would have thought it would become the main character of this global banger? For this white-gold version on a 36mm black dial, this is an ideal counter-use that allows Rolex to successfully infiltrate cool culture.

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