Jay Z helps release a watch from a brand he enjoys name-dropping.
In 2011, Jay Z name-checked Swiss watch brand Hublot on the track "Otis": "New watch alert; Hublots / Or the big face Rollie; I got two of those," rhymes Jay on the track.
Now, two years later, Hov is getting a Hublot collection of his very own. Forbes reports that Jay and the company have partnered to launch "Shawn Carter by Hublot" Classic Fusion watches.
The watches come in either black ceramic or 18k yellow gold. The 45mm-wide watches contain Hublot HUB1300 manually-wound movement that has 90 hours of power reserve.
Jay and Hublot will launch the watch collection together with the Barney's "A New York HOliday" shopping experience at the New York Store that the rapper has curated himself. The launch takes place on November 20.
The watches are limited edition, with 250 black ceramic and just 100 18k gold ones produced. Prices are $17,900 and $33,900 respectively.
The partnership is hardly the first product deal that has been foreshadowed by Jay Z's lyrics. In 2007, GMC partnered with Jay to release the "Jay Z Blue" Yukon Denali SUV, referencing Jay's lyric on Young Jeezy's "Go Crazy" remix: "My favorite hue is Jay Z blue."