Exclusive: 'Gaming is the next step' — Hamilton CEO reveals how the watchmaker is leveling up its entertainment heritage in new Modern Warfare 4 special edition
When you read ‘video game fashion’, you likely picture faintly embarrassing Pokémon-inspired onesies, awkward PlayStation-branded rucksacks, or cringeworthy Sonic the Hedgehog T-shirts. But the world of video game and lifestyle collaborations has changed markedly over the last few years. With gaming becoming more of a major cultural force, higher-end brands have started to get involved.
You can probably already think of some examples. It wasn't long ago that cult streetwear brand ARK/8 launched a capsule inspired by the world of Elden Ringat the peak of that game’s popularity, including a coat that made headlines thanks to its eye-watering $1,700 price tag.
On the more approachable end of the cost spectrum, premium watchmaker Hamilton has been collaborating with some of the biggest names in gaming for years and has big plans for the Call of Duty: Modern Warfare 4 launch in just a few weeks.
Exclusive interview with
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