Off-White™, the fashion label founded in 2013 by the late Virgil Abloh, has unveiled TIME, the brand’s first-ever watch collection. It launches worldwide on July 7, 2026.
For more than a decade, Off-White has built a singular creative universe at the intersection of fashion, art, design and culture, turning everyday objects into cultural statements. With TIME, that approach now extends to a new category: the watch.
Courtesy of Off-White™
Summary
- Off-White has unveiled TIME, its first watch collection, launching worldwide on July 7, 2026
- Under the concept “THIS IS NOT A WATCH.”, the collection positions the watch as a cultural object embodying the brand’s universe rather than a mere accessory
- The line-up is built around concept-driven families including PROTO and BEAT
- The signature ARROWS motif functions as part of the watch architecture, with transparent materials deliberately exposing the structure
- The collection is available through Off-White channels and a curated network of retailers, with U.S. prices ranging from $145 to $425
“THIS IS NOT A WATCH.”: The Watch as a Cultural Object
TIME challenges conventional expectations of the watch category, offering a new perspective that cuts across fashion, design and object culture. Inspired by the energy of streetwear, sneakers and contemporary creative culture, the collection is designed for a generation that values individuality, collectability and cultural connection as much as functionality.
Frequent drops, evolving colorways, limited editions, exclusive releases and instantly recognizable silhouettes — through these sneaker-culture codes, TIME presents the watch as a cultural object embodying the Off-White universe.
From PROTO to BEAT, Families Built on Concepts
Each family in the collection is built around a distinct creative concept. PROTO draws on the unfinished beauty of prototypes and industrial design, expressing transparency, process and visible structure. BEAT captures the rhythm and energy of the modern city, translating a sense of movement and sound into bold watch design.
Across the other families, the exploration continues through alternative geometries, layered constructions, mechanical transparency and graphic experimentation. The line-up spans models including PROTO 01, PROTO AUTO, PROTO LAYER, BEAT and NO GRID, alongside further families such as HEAVY DUTY, STREET BLING and AFTER HOURS. In the U.S., prices range from $145 for the entry-level PROTO 01 to $425 for the automatic PROTO AUTO.
ARROWS as Architecture
Throughout the collection, Off-White’s signature visual vocabulary is unmistakable. The iconic ARROWS motif functions not as mere decoration but as part of the watch architecture itself. Transparent materials are used to expose the structure rather than hide it, while industrial colors, quotation-mark details and architectural forms reflect the codes of a brand that has moved across fashion, furniture, art and design.
The result is a collection that feels instantly Off-White while opening up an entirely new product category for the brand.
Available Now Through Off-White Channels
The collection launches worldwide on July 7 through a curated network of fashion retailers, watch specialists, concept stores, sneaker destinations and selected digital platforms, alongside Off-White channels including the brand’s U.S. online store.
Defining the “gray area” between black and white since 2013, Off-White has expressed a contemporary cultural vision through collections, objects, furniture and publications. Backed by its Milan-based design studio and Italian craftsmanship, the brand’s exploration of the space between youth culture and high fashion now expands onto a new canvas: time itself.
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