Did Taylor Swift Spark a Watch Choker Trend?

By Anna Tingley, Variety | February 13th, 2024

Her neckpieces at the 2024 Grammys are sure to catch on

Taylor Swift during her show in Rio de Janiero, Brazil. At the 2024 Grammy Awards, Taylor Swift Sparked a Watch Choker Trend

While many baby boomers were merrily unaware of Taylor Swift, except perhaps the name or as a musician beloved by their grandkids, recent news frenzy has put her on our radar screens. From her relationship with Kansas City Chiefs tight end Travis Kelce to her appearance at the Super Bowl and her wins at this year’s Grammy and more, we are more in the know … and, for some, more intrigued. This article from Variety sheds insight onto another element of her fandom – her Easter eggs and hidden messages, and how it’s likely Taylor Swift sparked a watch choker trend. And we thought chokers went out of style in the ’70s!

At this point, you don’t need to be an Easter egg-hunting Swiftie to discern and appreciate the secret codes, hints and messaging Taylor Swift hides in plain sight at every turn. It was no exception at the Grammy Awards [Feb. 4, 2024], where the pop star wore a timepiece, scheduled to 12 a.m., around her neck as a nod to her Grammy-nominated (and now, Grammy-winning) album “Midnights.”

The custom-made Lorraine Schwartz accessory, normally worn as a typical wristwatch, is made out of glimmering black stones while the square-designed face features a classic white dial to match her black-and-white Schiaparelli ensemble. While the timepiece is a clear nod to “Midnights,” the monochrome outfit was seemingly an homage to “Reputation,” whose album features black-and-white imagery and of which many fans expected Swift to announce the re-recording on Sunday night. However, Swift shocked ceremony attendees and her millions of fans across the world when she instead announced a brand new album, “The Tortured Poets Department,” while accepting the award for best pop vocal album. She later won the night’s headlining Album of the Year award, breaking the record for most AOTY Grammy wins of all time.

But it was Swift’s unique, luxury watch choker that was the star of the red carpet – before the pop star’s headline-making announcements and record-breaking wins. The singer’s style is not necessarily her strong suit. Her ensembles, both on and off the carpet, are often knocked as outdated and “cringy millennial core,” but this inventive accessory might be her strongest sartorial decision in a long time.

Swift is not the first star to don a timepiece in an inventive way. Rihanna has experimented with watch chokers; Olivia Rodrigo wore a skirt constructed out of timepieces in this Rolling Stone cover shoot; and Megan Thee Stallion has several ring watches.

Luckily, you don’t need to be a luxury watch collector to get in on the trend. From made-to-order pieces on Etsy to vintage watches on Los Angeles Apparel, other unique and affordable timepiece accessories have been inspired by Swift’s Grammys look.

Perhaps Taylor Swift sparked a watch choker trend. Only time will tell.

2024 Variety Media, LLC, a subsidiary of Penske Business Media; Distributed by Tribune Content Agency, LLC

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