Travis Scott has consistently demonstrated a dual passion for both music and fashion, making his recent collaboration with a luxury watch company a seamless blend of his interests. 

The unveiling of a highly anticipated new song featuring Future at a promotional event further underscored this natural alignment.

On Thursday, November 30, Scott took center stage at a launch party for his latest venture, the Cactus Jack collaboration with prestigious Swiss watchmakers Audemars Piguet. The event unfolded at the Domino Sugar Factory in Williamsburg, Brooklyn, providing a fitting backdrop for the introduction of the collaboration.

During the event, Scott not only premiered a new song with Future, referred to by fans as either “Family Forever” or “Cinderella,” but also showcased another track he had previously teased at a nightclub show in 2022. 

Additionally, he collaborated with Cash Cobain and delivered several performances alongside Future, creating a musically dynamic atmosphere.

The Cactus Jack x Audemars Piguet co-branded collection, featuring a $201,000 watch alongside clothing and accessories, reflects Scott’s deep appreciation for the convergence of engineering, fashion, technology, and design in watchmaking. In a press release, Travis Scott expressed his excitement for the collaboration, likening the process to sampling or creating a beаt by drawing inspiration from classics while infusing innovation for a futuristic touch.