From SNKRS to Authorized Dealers

How a generation of sneakerheads fell in love with watches

Source: Ingrid Nelson for Hodinkee

Sneaker culture has never been just about shoes, it’s about storytelling, design, history, exclusivity, and, most of all, community. Now, as that generation levels up with more disposable income, their focus is shifting to something that carries the same energy: watches. The parallels are impossible to ignore, both worlds thrive on limited drops, archival deep dives, high-profile collabs, and a passion for craftsmanship. With hype-driven releases like the Swatch x Omega Moonswatch, platforms like Hodinkee fueling discussion reminiscent of the early days of NikeTalk forums, and auction houses putting Jordans and Rolexes side by side, it’s clear that watches are the next frontier for sneakerheads.

A Bathing Ape, or BAPE, the legendary Japanese streetwear brand founded by Nigo in 1993, laid the groundwork for what we now recognize as modern streetwear. Nigo’s distinctive design language, defined by bold camo patterns and ape motifs, immediately struck a chord with consumers. One of BAPE’s most iconic releases is its take on the Nike Air Force 1, a testament to Nigo’s love for reinterpretation. But his fascination with reimagining classics didn’t stop at sneakers.

Source: A Bathing Ape

In 2003, BAPE introduced BAPEX, a line of quartz watches heavily inspired by the Rolex Submariner and Daytona at an accessible price point. To the untrained eye, BAPEX watches looked nearly identical to their luxury counterparts, but they carried a playful twist that set them apart. For many sneakerheads, BAPEX was their first introduction to the deep influence Rolex has had on broader culture. The line remains a cult favorite, proving that the love for luxury watches has always been there in the sneaker world, it just needed the right entry point. And that’s exactly what BAPEX provided along with brands like G-Shock that seamlessly blended street and skate culture into watches.