When Rolex Teams Up with Labubu: Analysis of a Collaboration Redefining Luxury Watchmaking

We thought we'd seen it all in luxury watchmaking. Limited editions with fashion houses, partnerships with F1 drivers, collaborations with deep-sea explorers. And then Rolex shows up with Labubu, that little pink creature with rabbit teeth that's been captivating Asia for years.

First reaction: "Seriously?"

Second reaction: "Wait, this is brilliant."

Because this partnership, as improbable as it may seem, tells us something fundamental about the evolution of modern luxury. And believe us, at Morin 24, we observe these kinds of movements with particular attention. Not to copy them, but to understand where our industry is heading.

Luxury Is No Longer Afraid of Pop Culture

Ten years ago, a house like Rolex would never have imagined partnering with a designer toy character. Traditional luxury kept its distance from anything that resembled "youth culture" or merchandising. That era is over.

Labubu is the rebellious child of Pop Mart, this Chinese company that transformed collectible figurines into a global phenomenon. Lines outside stores, resales at premium prices on secondary platforms, a hyper-engaged community. An ecosystem that looks strangely similar to that of luxury watchmaking, actually.

The difference? Labubu reaches a generation that didn't grow up with traditional luxury codes. A generation that values authenticity, personal expression, and the story behind the object more than pure prestige. Exactly the audience that all premium watch brands are trying to seduce.

By partnering with Labubu, Rolex isn't just making a marketing move. The brand recognizes that tomorrow's luxury is also built on these new cultural references.

A Multi-Generational Desirability Strategy

Let's look at the numbers. Pop Mart generated over $680 million in revenue in 2022. Labubu represents a significant part of this success, especially in Southeast Asia where the creature has become a true cultural symbol.

This isn't a niche market. It's a phenomenon touching millions of collectors, mainly aged 18 to 35, with constantly growing purchasing power. Precisely the age bracket Rolex is targeting to ensure its longevity.

Traditional watchmaking faces a challenge: how to remain desirable to a generation that values experience and identity more than social status? How to speak to people who invest in limited sneakers, NFTs, or collectible figurines with the same passion their parents put into buying a prestige watch?

This collaboration answers that question. It creates a bridge between two seemingly incompatible universes and proves that you can be serious without taking yourself too seriously.

Limited Editions as Luxury's New Language

If you follow watch news, you know that limited editions have become brands' favorite playground. Not just to create scarcity, but to tell stories, test concepts, surprise.

Rolex x Labubu fits into this logic but goes further. The brand doesn't simply offer a watch with a Labubu logo engraved on the back. The entire experience is designed to merge both universes: collector packaging, design that subtly integrates the creature's codes, exclusive accessories.

This is exactly the type of approach that works today. Premium watch buyers are no longer just looking for a precise timepiece. They want a story to tell, an object that reflects their personality, something that stands out from the crowd.

At Morin 24, we've applied this philosophy from the beginning. Each of our watches is designed as a unique piece, with a strong identity and a story to share. Because a watch today is much more than a tool that tells time.

When Swiss Watchmaking Meets Asian Creativity

This collaboration also marks a geographic shift in the luxury industry. Asia is no longer just a consumer market, it's become a major source of cultural inspiration.

Labubu comes from Thailand, created by designer Kasing Lung. Pop Mart is Chinese. This creature's success was built on TikTok, Instagram, and Asian social networks before conquering the West. It's the reverse of the traditional pattern where European luxury radiated toward Asia.

For Rolex, partnering with Labubu means recognizing this new reality. It's accepting that desirability is also built from Shanghai, Bangkok, or Seoul. That luxury codes are evolving, and that the brands that succeed tomorrow will be those that know how to integrate these multiple influences.

We deeply value this cultural openness. Watchmaking can no longer just reproduce recipes that worked fifty years ago. It must evolve, draw inspiration, dare.

The Authenticity Bet in a Saturated World

There's something refreshing about this partnership. In an era where all luxury brands look alike, where collaborations seem calibrated to the millimeter by marketing departments, Rolex x Labubu stands out through its unexpected nature.

It's risky. Some purists will roll their eyes. Others will cry sacrilege. But it's precisely this risk that makes the approach interesting.

Because authenticity today also means the ability to surprise. To step out of your comfort zone. To make decisions that don't please everyone but create conversation, emotion, debate.

The watch brands that work in 2025 aren't those playing it safe. They're the ones that dare, test, accept occasional failures. Those that understand their audience expects more from them than simple reproduction of established codes.

What This Collaboration Teaches Us About Modern Luxury

First lesson: luxury no longer opposes popular culture, it digests and transforms it. The boundaries between haute horlogerie and street culture, between tradition and modernity, become porous.

Second lesson: a watch's value no longer resides solely in its technical complications or historical heritage. It's also built on its ability to create emotion, connection, identification.

Third lesson: improbable collaborations work when they're sincere. Not when they're opportunistic. Rolex doesn't pretend to become a streetwear brand. Labubu doesn't claim haute horlogerie status. Both remain true to their DNA while creating something new.

This approach particularly resonates with our vision at Morin 24. We're not trying to imitate industry giants. We're building our own identity, staying true to our values while embracing modernity.

Impact on the Premium Watchmaking Market

This collaboration will set precedents. Other brands will follow, some successfully, others with less finesse. The premium watchmaking market will continue to diversify, explore new creative territories.

For consumers, this is excellent news. More choices, more personality, more different stories to tell. Watches become even stronger objects of personal expression.

For established brands as well as new players, it's a challenge. How to stand out in an increasingly saturated environment? How to remain relevant to a rapidly changing audience?

The answer lies in authenticity, quality, and the ability to offer something different. Not different for the sake of being different, but different because you have a real vision, a real story to share.

Why This Trend Will Intensify

The numbers speak for themselves. The global designer toys market should reach $2.8 billion by 2028. Luxury watch collectors are increasingly young. Both communities share common values: search for rarity, passion for well-designed objects, importance of community.

This convergence isn't coincidental. It reflects a profound transformation in how new generations consume luxury. Less rigidity, more creativity. Fewer imposed codes, more freedom of expression.

Watch brands that understand this evolution will be those that prosper. Those that remain stuck in a 20th-century vision of luxury risk gradually losing relevance.

We're witnessing a redefinition of luxury watchmaking. Rolex x Labubu is just a symptom of this transformation. A visible, surprising symptom that gets people talking. But behind this collaboration lies a deeper truth: tomorrow's watchmaking will be built on the ability to create connection, emotion, and authenticity. Brands that can tell their story with sincerity, that dare to step off the beaten path while remaining true to their values, will be those that stand the test of time. Exactly like the watches they create.