FLuD x ATR Watch Launch Event (PHOTOS)

by October 26, 2012


Images via ATR

Wednesday at WiP nightclub in New York City, Above The Rim launched a limited edition watch in collaboration with FLuD, a NYC-based accessory company. Fans and VIPs kicked it at the exclusive club to the sounds of DJ Soul. Celebrities in attendance included Tina Charles and Chamique Holdsclaw.

The watch itself is the limited-edition ATR PTN, a special collaboration watch that can be worn at work or on the court. Check out some photos of the launch party above, and more information on the watch, straight from ATR:

The limited edition ATR PTN watch is an interpretation of FLüD’s classic “Pantone” silhouette that ties into ATR’s current campaign “One City at a Time.” The watch features a cityscape and ATR logo printed on the dial, a minimalistic circular face, all pieced together by a white band. A limited number of watches will be sold at Community 54 in NYC, Succezz in Chicago and Secret Society in Westchester. The suggested retail price of the watch is $60.

“At FLüD, we take pride on only collaborating with brands that fit the ethos of our company – authenticity above all,” said Doug Cohen, CEO of FLüD. “Each of our collaborators has to be authentic in their vision and products, and Above the Rim brings just that when it comes to basketball. Back in the 90s, we all wore ATR playing ball, so to be able to collaborate with the brand now in 2012 is amazing. We are proud to introduce the ATR PTN. As authentic as it gets, this timepiece is #thefludway.”

The watch collaboration is an extension of ATR’s “One City at a Time” year-long campaign. The brand hosted a number of basketball clinics throughout the year in Seattle, Los Angeles, Houston and Puerto Rico, and produced several events over the summer in New York City, including the sponsorship of the L.E.S Express Basketball Tournament in Soho. The skylines of the numerous cities inspired the aesthetics of the FLüD watch.