Taylor Swift rocked a timepiece that even true watch nerds can get behind

We have to hand it to Taylor Swift. For someone who could have any watch he wanted, the megastar has been making some left-of-center horological choices lately. There was this vintage Concord watch that she wore as a diamond-encrusted choker to the Grammys — the first time in a long time that she wore a watch, even if it wasn’t on her wrist. Now there’s a modern watch that could well prove to be a future classic, perhaps with some new help from Swift.

At this weekend’s game between the Kansas City Chiefs and Denver Broncos, Swift wore Louis Vuitton’s redesigned drum kit. Launched in 2023, the collection is a slimmer version of an early LV watch line from 2002, updated with Gérald Genta-style integrated bracelets and features La Fabrique du Temps movements. There is a connection here: In 2011, LV bought the manufacturer, which designs and builds high-quality movements for Louis Vuitton, Gérald Genta and Daniel Roth. While LV’s watch division, led by Jean Arnault, initially focused on fine haute horlogerie pieces, the Maison was able to establish itself among everyday watch consumers by switching to luxury sports watches.

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Louis Vuitton

Of course, the Tambour is not an entry-level watch, even in steel. Starting at $19,000, it features a La Fabrique du Temps micro-rotor automatic watch designed by founders Michel Navas and Enrico Barbasisni. In addition to the impressive movement, the Tambour features a matching brushed and polished bracelet that blends seamlessly with the drum-inspired case to form a flowing shape. The dial, on the other hand, is a modern interpretation of the “sector” design with an outer minute ring, applied Arabic indices, an inner vertical brushed area in a contrasting color, an illuminated and skeletonized hand and a small seconds display above 6 o’clock.

The Swift version in 18k yellow gold with a gray dial nails it, doubling the price to $54,000. Critics will inevitably complain that this is simply too much to ask for a “fashion watch” – but that completely misses what Louis Vuitton and Jean Arnault were working towards with La Fabrique du Temps. They are strategically focused on building the company’s watch division into something that commands respect from even the most die-hard watch nerds, and are slowly transforming LV into a world-class manufacturer. Beautifully crafted and undeniably good-looking, the Tambour is a thoughtful remastering of an old record – which is why it’s fun to see it on the wrist of the world’s most visible pop star, known for tweaking her own classics.

If the collection flew a little under the radar last year, it certainly doesn’t anymore.