In the latest edition of the Grammy Awards, Taylor Swift has officially joined the watch enthusiast community. She showcased her newfound love for traditional watches in a remarkable way, wearing a vintage piece that had been transformed into a custom choker adorned with diamonds and possibly hidden meanings.
Back in November, Rihanna, a trendsetter herself, attended the Formula One Grand Prix in Las Vegas with a diamond watch anklet from Jacob & Co. Since then, there has been an increase in sightings of timepieces used in unconventional ways. Celebrities like Megan Thee Stallion and Olivia Rodrigo have been seen wearing a watch ring and a skirt made of wristwatches, respectively.
Although Taylor Swift may be a bit late to the game, she made quite an impression at the 2024 Grammys. She walked the red carpet wearing a black and white Schiaparelli outfit with a dramatic slit, complemented by layered diamond necklaces for added flair. The highlight of her jewelry was a black watch choker that displayed the time as 12 o’clock sharp when she arrived in front of the photographers.
The custom piece consisted of an Art Deco-style Concord watch with exploding Arabic numerals and diamonds on the bezel. The choker itself was a creation by Lorraine Schwartz, weighing over 300 carats. Taylor was literally dripping in diamonds.
Concord may not be a well-known name among today’s watch enthusiasts, as it fell out of fashion in the 1990s. However, it was once a leading luxury brand, supplying timepieces to prestigious names like Cartier, Van Cleef & Arpels, and Tiffany & Co. Even U.S. President Harry S. Truman was a fan of Concord watches, gifting them to Winston Churchill and Joseph Stalin.
For the special night of the Grammys, Taylor Swift became a fan of Concord. Her choker timepiece was set at midnight when she walked the red carpet, leading to speculation that it might not be functional. However, her dedicated fans quickly debunked these reports, providing screencaptures that showed the hands of the watch moving during the show. This could suggest a countdown for a new release from Taylor Swift.
Just before the show, Taylor surprised her fans with an announcement of a new album, titled “Tortured Poets Department,” set to be released on April 19. The announcement included the phrase “The tick, tick, tick of love bombs,” which could be connected to her watch choker.
Alternatively, the piece may also be a nod to her Grammy-nominated album “Midnights” or the fact that her album “Reputation” was released at midnight. Taylor Swift is known for her love of Easter eggs, and this diamond watch choker is the ultimate Easter egg.