DDG is pissed off that Audemars Piguet and Swatch are releasing an affordable collaboration because he paid so much for an AP watch previously.
During a May 9 livestream, DDG ranted about the collab (around the 29-minute mark) as a concerned customer — seemingly angry that more people will be able to wear the watch without spending hundreds of thousands of dollars as he did.
“Just seeing this makes me want to sell my AP,” he began. “AP, what’s up, man. What’s going on? I done spent $200,000 on one of your watches. You telling me I could have waited until 2026 and spent $300 and got the same effect? The hoes can’t tell the difference.”
DDG continued his rant, expressing his frustration based on how much he paid for the watch. “That shit ain’t right,” he said. “It’s n***as out that really paid resale. I could see if I was getting my watches for fucking retail. I’m getting hit over the head for another $20,000 just to rock y’all watch.”
DDG concluded his rant by expressing how well the collab sells could impact whether he wears his watch anymore.
“Y’all going to make a billion dollars off this shit,” he claimed. “I can’t rock no AP no more, bruh. If this shit go up too much or gets too hot, I’m selling my shit.”
In a post shared on X, formerly Twitter, he added, “Only n***as who collect watches understand my reasoning for frustration. My AP watch is rare & discontinued, so I HAVE to pay resale. That’s like buying a Ferrari & they collab with Honda & make a Ferrari Civic for $30k… but my bad for pissing y’all lil n***as off! get ya AP!”
DDG’s passionate rant came a day after Swatch confirmed the new collab that blends AP’s high-end watchmaking with Swatch’s colorful, accessible identity.
“Introducing Audemars Piguet x Swatch,” the company wrote online. “A disruptive collaboration that fuses joyful boldness and positive provocation with the art of haute horlogerie.”
Swatch’s teaser campaign has been ramping up over the last few weeks with references to the phrase “Royal Pop,” which is believed to be tied to AP’s Royal Oak line.
Instead of costing tens of thousands of dollars, the collab watches are estimated to range between $300 and $500.
The collab comes out officially on May 16.
DDG’s rant has gone viral for being out of touch, and people have begun responding to his plans to ditch the brand. One response comes from popular hip-hop persona Dat Boi Vic, who shared his thoughts about DDG’s perspective on X.
“THE CAPITALISM HUMAN CONSUMER MIND ONLY FINDS THINGS VALUABLE WHEN POOR PEOPLE CAN’T HAVE IT,” Vic wrote. “I THINK THAT’S A FORM OF MENTAL ILLNESS AND INSECURITY.”
Meanwhile, ASAP Nast, regardless of what DDG thinks, is ready for the new watch to drop. The rapper posted a picture on his Instagram Stories with the words, “I need the AP Swatch collab somebody help !” written over it.
In other DDG news, the streamer/rapper got into an intensely personal rap battle with Nick Cannon on Wild’n Out after the latter mentioned his custody battle over his son Halo.
