From the Depths to the City: Blancpain Reimagines Adventure
In an urban landscape where every street corner presents its own challenge, the vibrant, and chaotic rhythm of the city can feel more extreme than a 100-meter dive. It is in this spirit that Blancpain has chosen to evolve the narrative and introduce the Fifty Fathoms Tech for the core collection. Designed to withstand the most demanding underwater conditions, it now proves its relevance in a very different environment: the fast-paced, unpredictability of city life.
In New York City, the brand collaborated with Perri Dash and Rashawn Smith, founders of Super Niche and the Wrist Check Podcast, and leading voices of a new generation of collectors, to embody this vision.
The shoot was orchestrated by the talented Atom Moore, a renowned photographer celebrated for his striking macro photography of watches, as well as his unique, artistic compositions. Through his lens, the Fifty Fathoms Tech reveals its dual identity—equal parts rugged tool watch and stylish cultural statement—just as at home underwater as it is in the intensity of city life. Driven by the raw energy and aesthetic of the city, this campaign marks a new chapter: one where heritage is in motion, where new voices and new narratives are welcomed, and where adventure is embraced to the fullest —from the ocean depths to the tops of city skylines.
It’s unsual for a brand to highlight true watch enthusiasts instead of traditional models. How did that feel?
Perri: Honestly, it was surreal. To go from being an admirer to actually being part of the brand’s story—it’s powerful. It shows that Blancpain isn’t just observing how watch culture is evolving; they’re actively taking part in it.
Rashawn: It felt authentic. This wasn’t about checking a box. We were allowed to bring our full selves—our style, our voice into a legacy brand. And that’s rare.
The Fifty Fathoms Tech is built for extreme conditions. How does that resonate with your daily life?
Rashawn: City life is extreme in its own way. The pace, the pressure... it takes resilience. That’s what I see in this watch. It’s made for depth, but it’s also built for the city.
Perri: Exactly. It’s like wearing a piece of high-performance engineering that also speaks to culture. That duality? That’s exactly where I live.
Why do you think it matters for collectors like you to be visible in campaigns like this?
Perri: Visibility invites new voices in. It broadens the idea of who gets to belong in this world. That matters, because when you see yourself reflected, you feel comfortable building your community.
Rashawn: This isn’t about being trendy. It’s about being truthful. The world of watch collecting is diverse and evolving. Brands need to reflect that if they want to stay relevant.
How do you define luxury in 2025?
Rashawn: For me, it’s about connection. The story behind the object. The people you meet through it. Not just prestige.
Perri: And craftsmanship. Always. But luxury today also means transparency, culture, and even a sense of purpose. It’s no longer only about exclusivity, it’s about meaning.
If you had to describe this moment in one phrase, what would it be?
Perri: Old school meets new cool.
Rashawn: Legacy, remixed.
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