Entertainment
Off-White Introduces “TIME,” Its First-Ever Watch Collection
Off-White has officially stepped into the watch industry with the launch of its first-ever watch collection, TIME. The Milan-based fashion brand is bringing its signature streetwear identity into luxury watches, introducing five different designs that blend fashion, creativity, and modern watchmaking.
Rather than creating traditional luxury watches, Off-White is offering pieces that reflect the brand’s bold design language while appealing to a new generation of fashion lovers and collectors.
This is not a Watch
For this debut collection, Off-White is introducing the idea that a watch can be more than something that simply tells time. The campaign is built around the phrase “THIS IS NOT A WATCH,” presenting each piece as a fashion statement and collectible rather than just a functional accessory.
The collection reflects the brand’s long-standing approach to design by mixing industrial elements, bold graphics, and contemporary culture into everyday products.
The TIME collection is made up of five different watch families, each with its own personality.
- PROTO features transparent cases that reveal parts of the watch’s inner construction.
- BEAT comes with bold geometric shapes and sharp lines.
- HEAVY DUTY focuses on chunky, industrial-inspired designs.
- STREET BLING adds a more glamorous touch with eye-catching finishes.
- AFTER HOURS offers darker colour tones and a more understated look.
Together, the five collections give buyers different ways to wear Off-White’s signature style.
Signature Off-White Details
Fans of the brand will immediately recognise several familiar design elements.
The famous Arrows logo appears on the watch dials, while transparent materials expose some of the internal components, reflecting the deconstructed aesthetic that became one of Off-White’s trademarks.
Typography also plays an important role. Labels such as “CROWN” and “DIAL” appear on different parts of the watches, continuing the quotation-inspired design approach that helped define the brand’s identity.
The colour palette leans towards matte black, grey, metallic finishes and bright orange accents, giving the watches an industrial look that matches Off-White’s fashion collections.
Continuing Virgil Abloh’s Vision
Although founder Virgil Abloh passed away in 2021, his influence remains at the heart of the brand.
Abloh was well known for pushing creative boundaries across fashion, art, and design, and he also had a deep appreciation for luxury watches. His interest in reimagining classic products is reflected throughout the TIME collection, which combines contemporary fashion with traditional watchmaking in a fresh way.
Accessible Pricing
One of the biggest surprises is the pricing.
Instead of competing with traditional luxury watches that often cost thousands of dollars, Off-White has priced the collection between $145 and $425 in the United States. That makes the watches more accessible to younger buyers who want designer accessories without paying premium luxury prices.
Limited Releases Expected
Like many of Off-White’s fashion drops, the watch collection will be released in stages. New colourways and limited editions are expected over time, creating the same excitement often seen around sneaker launches.
The watches will be available through selected fashion retailers and watch stockists around the world.
A New Chapter for Off-White
The launch of the TIME collection marks a new direction for Off-White as it expands beyond clothing and accessories into watchmaking.
Instead of simply placing its logo on existing watch designs, the brand has created a collection that reflects its own identity through bold shapes, industrial influences and modern design.
If the first release is anything to go by, Off-White’s move into watches could become another important part of the brand’s growing legacy.
The Hollywoodbets Durban July has never been just about horse racing. Every year, it becomes one of Africa’s biggest fashion stages where designers tell stories through clothes. For 2026, the theme is Country Allure, inviting creatives to draw inspiration from wide landscapes, equestrian culture, natural textures and timeless elegance instead of taking a costume approach. The idea is to celebrate the beauty of the countryside through modern fashion.
This look understands that assignment from the very first glance. Instead of reaching for denim, boots or obvious country references, the designer builds the story through texture. The animal print fabric immediately brings nature into the conversation, while the dramatic white fringe gives the dress movement that feels almost like tall grass blowing across an open field. It is bold, artistic and impossible to ignore.
The sculpted shoulders deserve their own moment. They create a powerful shape that gives the gown confidence without making it feel heavy. As the fringe flows down the body and spreads into the train, the dress becomes more than evening wear. It becomes wearable art.
The warm brown and ivory tones also fit perfectly with the spirit of Country Allure. They echo the colours of dry landscapes, horses and natural materials, proving that the theme is not only about what you wear but also about the feeling your outfit creates.
What makes this outfit stand out is its restraint. It does not try to explain the theme in an obvious way. It translates it into couture through craftsmanship, texture and silhouette. That is often where the strongest Durban July fashion moments come from.
If you are looking for inspiration from this year’s red carpet, this is the kind of look worth saving. It reminds us that the best theme dressing is not about copying an idea. It is about transforming that idea into something fresh, elegant and unique.
Photo:@s.crumptious | Instagram
Every year, Durban July gives us two major events in one. There is the horse race that brings thousands of people together, and then there is the red carpet, where fashion takes over. For many people, the outfits have become just as exciting as the race itself. It is the one day designers, stylists and celebrities get the chance to turn a theme into something unforgettable.
This year, the spotlight was on Country Allure. The 2026 theme invited guests to look beyond the usual idea of country style. It was about celebrating the beauty of nature, the elegance of the countryside, rich textures, earthy colours, horse racing heritage and creative craftsmanship. The goal was never to dress in costume. It was to tell a story through fashion.
That is exactly what many celebrities set out to do. Some embraced dramatic fringe that moved beautifully with every step. Others leaned into bold prints, sculptural shapes and flowing trains that brought the theme to life. Animal-inspired fabrics, natural colour palettes and carefully crafted details appeared again and again, proving that Country Allure could be interpreted in many different ways.
What made this year’s red carpet so exciting was the creativity behind every look. Instead of everyone dressing alike, each celebrity found a unique way to express the theme. Some went for quiet elegance with clean tailoring and soft tones. Others made a statement with oversized silhouettes, striking headpieces and eye-catching textures. Every outfit added something different to the conversation.
That is what makes Durban July one of Africa’s biggest fashion moments. It is not just about wearing beautiful clothes. It is about imagination, storytelling and showing how a single theme can inspire dozens of completely different looks.
One thing is clear. Durban July 2026 proved once again that when fashion meets creativity, the red carpet becomes much more than a place to pose for photos. It becomes a runway for ideas, culture and unforgettable style.
Scroll below to see how these celebrities brought the Country Allure theme to life, one unforgettable look at a time.
Every year, Durban July gives us two major events in one. There is the horse race that brings thousands of people together, and then there is the red carpet, where fashion takes over. For many people, the outfits have become just as exciting as the race itself. It is the one day designers, stylists and celebrities get the chance to turn a theme into something unforgettable.
This year, the spotlight was on Country Allure. The 2026 theme invited guests to look beyond the usual idea of country style. It was about celebrating the beauty of nature, the elegance of the countryside, rich textures, earthy colours, horse racing heritage and creative craftsmanship. The goal was never to dress in costume. It was to tell a story through fashion.
That is exactly what many celebrities set out to do. Some embraced dramatic fringe that moved beautifully with every step. Others leaned into bold prints, sculptural shapes and flowing trains that brought the theme to life. Animal-inspired fabrics, natural colour palettes and carefully crafted details appeared again and again, proving that Country Allure could be interpreted in many different ways.
What made this year’s red carpet so exciting was the creativity behind every look. Instead of everyone dressing alike, each celebrity found a unique way to express the theme. Some went for quiet elegance with clean tailoring and soft tones. Others made a statement with oversized silhouettes, striking headpieces and eye-catching textures. Every outfit added something different to the conversation.
That is what makes Durban July one of Africa’s biggest fashion moments. It is not just about wearing beautiful clothes. It is about imagination, storytelling and showing how a single theme can inspire dozens of completely different looks.
One thing is clear. Durban July 2026 proved once again that when fashion meets creativity, the red carpet becomes much more than a place to pose for photos. It becomes a runway for ideas, culture and unforgettable style.
Scroll below to see how these celebrities brought the Country Allure theme to life, one unforgettable look at a time.
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