Photo: Instagram/The Recording Academy (Composite)
Love her or hate her, but Taylor Swift is the kind of celebrity who can single-handedly change the world, whether that means getting people to vote, sustaining the national economy through ticket sales, or getting girls into the NFL.
As of last night, when the 66th edition of the Grammy Awards took place, she's officially a member of the watch nerd club and may have just made the first step towards a newfound love for traditional watches among her gazillion fans. She did it in the most spectacular way, too, with a vintage piece that was converted into a custom choker, dripping in diamonds and possible secret meanings.
Last November, another trendsetter, Rihanna, showed up at the Formula One Grand Prix in Las Vegas with a diamond watch anklet by Jacob & Co. Sightings of timepieces used in more unconventional ways went up after that. We've seen Megan Thee Stallion with a watch ring and Olivia Rodrigo with a skirt made out of wristwatches, and these are just two of the most recent and publicized examples.
Taylor Swift might be a bit tardy to the game, but she's here to make an impression. At the Grammys 2024, she walked the red carpet in a black and white Schiaparelli outfit with a dramatic slit and layered diamond necklaces for some extra drama. The highlight of these was a black watch choker that showed 12 o'clock sharp when she set foot on the red carpet in front of the photographers ahead of the gala.
Photo: Twitter/SwiftNYC
The piece was a custom one. The watch itself was an Art Deco-style Concord piece with exploding Arabic numerals and diamonds on the bezel, while the choker was a Lorraine Schwartz creation weighing more than 300 carats. Taylor was dripping in diamonds, in the most literal sense.
Concord might not be a name familiar to many of today's watch enthusiasts, having fallen out of style by the 1990s, but it was one of the leading luxury brands in the last century, supplying the likes of Cartier, Van Cleef & Arpels, and Tiffany & Co. with timepieces. U.S. President Harry S. Truman liked Concord watches so much that he personally gifted them to Winston Churchill and Joseph Stalin.
Concord now counts with Taylor Swift as a fan, at least for the special Grammys night. Her choker timepiece was set at midnight when she walked the red carpet, which prompted speculation online that it wasn't functional. Her eagle-eyed fans have since debunked the reports, with screencaptures showing that the hands on the watch moved during the show, which could hint at some kind of countdown for a new Swift release.
Just before the show, Taylor made a surprise announcement for a new album, the Tortured Poets Department, which drops on April 19. The announcement includes the phrase “The tick, tick, tick of love bombs," which might tie in with her watch choker.
Either that or the piece was a nod to her Grammy-nominated album Midnights or to the fact that the Reputation album dropped at midnight. If there's anything Taylor Swift loves more than NFL games, it's Easter eggs, and this diamond watch choker is the mother of Easter eggs.
Elena has been writing for a living since 2006 and, as a journalist, she has put her double major in English and Spanish to good use. She covers automotive and mobility topics like cars and bicycles, and she always knows the shows worth watching on Netflix and friends. Full profile
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