TIME, REIMAGINED
Discover Off-White™ Time
Off-White™ stands at the intersection of fashion, art, design and culture. Founded by Virgil Abloh in 2013, the brand challenged the traditional boundaries between luxury and streetwear, creating a new space in contemporary fashion — a world of “New Luxury.”
What once felt disruptive has since become part of the cultural landscape. Through continuous drops, collaborations and a constant remixing of familiar ideas, Off-White™ transformed everyday objects into cultural icons. Arrows, quotation marks and industrial codes became instantly recognisable visual languages — symbols that have travelled far beyond fashion.
Today, that same creative language moves into a new category.
TIME.
A NEW LANGUAGE OF TIME
Off-White™’s interpretation of the watch is an extension of the brand’s creative instinct: to challenge what an object can be, and what it can represent.
It is not simply about telling time.
It is about expression.
The Off-White™ “Time” collection approaches the watch as a cultural accessory — an object that sits naturally between fashion, design and contemporary culture.
Rather than following the conventions of traditional watchmaking, “Time” reflects the attitude of Off-White™ itself: unexpected, expressive and unmistakably contemporary.
NOT A WATCH.
THE COOLEST OBJECT.
Off-White™ “Time” feels closer to sneaker culture than to traditional watchmaking.
An object you choose in the same way you might choose a pair of sneakers before stepping out.
Instinctively.
Emotionally.
According to who you are that day.
The idea is simple: a watch does not always have to complete an outfit. It can define it.
It can reflect a mood, an attitude or a particular moment.
In this sense, “Time” becomes more than a timepiece. It becomes part of the way you express yourself.
DESIGNED TO EVOLVE
Off-White™ “Time” follows the rhythm of contemporary fashion.
Frequent drops. New colourways. Collaborations. Constant transformation.
Each release brings something different, creating new reasons to look again.
Much like sneaker culture, the collection is designed to evolve with the world around it. Colours, references and ideas shift with contemporary fashion and street culture, allowing the collection to remain dynamic rather than fixed.
There is always something new to discover.
And always another reason to want the next one.
WHERE CULTURE HAPPENS
Off-White™ “Time” belongs where culture happens.
In concept stores.
In fashion spaces.
In sneaker destinations.
And, of course, in watch stores.
It moves naturally between worlds — fashion, design, street culture and horology — without needing to belong entirely to any one of them.
That is perhaps what makes the collection distinctive.
It does not ask whether a watch belongs to fashion or whether fashion belongs in watchmaking.
It simply exists in the space between.
“TIME” BY OFF-WHITE™
A disruptive reinterpretation of the watch.
Not simply a timepiece, but an object shaped by culture, design and identity.
Something that lives between fashion and watchmaking.
Between object and accessory.
Between tradition and what comes next.
This is “Time” by Off-White™.
A new way to wear time.
