Hip-hop, at its core, is a competitive art form. From the lyrical battles that have captivated listeners to the beefs that have made headlines, one-upping your fellow MC is part of the game.
With that in mind, cast your mind back to 2010 when Nike’s “Boom” campaign began airing. The television commercial for the campaign ends with Rick Ross opening a jewelry box only to find a diamond-studded chain with his own face on it.
Well consider ye olde gauntlet thrown.
Fast forward to the present-day and the image above. What you’re looking at is Kanye West’s new watch. And it has his face ON THE FACE.
This 18-karat gold watch might have run Kanye around $180,000 (chump change for ‘Yeezy), but consider this: from now on, whenever someone goes up to Kanye West and asks, “Yo, ‘Ye, what time is it?” Kanye can hold up his watch and say, “IT’S YEEZY TIME, FOOL.” Maybe he doesn’t have to call him a fool. But it sure sounds better, right?
Your move, Rawse.
UPDATE: According to no less a reliable source than Kanye’s own Twitter, this is actually a non-story: “There’s a new lie everyday… a new media spin… I never got a watch with my face on it!!! A company tried to give that to me 9 yrs ago!”