Vanguart launched a new model featuring James Harden

Luxury watches are one of the businesses that interest the richest athletes the most, and James Harden - one of the most hidden NBA businessmen who diversifies his investments - has decided to invest in this sector as well. After becoming a minority partner in the Houston Dynamo and Houston Dash, joining the board of directors of Saks and becoming a stakeholder in Therabody,  Harden has officially made his debut in the world of luxury watchmaking. First as a global ambassador and then as a shareholder, The Beard has linked up with Vanguart and is now presenting the first product created in collaboration with the Swiss watchmaker: the latest version of the Black Hole model is entirely handmade in the Swiss workshops and is positioned in the high price range, with a market value of €272,000.

This is not the first time that James Harden has worn a Vanguart on his wrist. In the February cover dedicated to the Harden-Westbrook duo, the Houston Rockets player had three different models of the Swiss brand's line among his accessories. In the shoot inspired by some of OutKast's covers - such as Stankonia (2000) - the collaboration was made official and shown to an audience already educated on the subject of luxury.

The luxury explored by NBA players at events or simply on the red carpet - built and commissioned by the league - before and after games is very diversified, with athletes ranging from independent brands to hype signatures, passing through some great classics. The watch sector has always been present in sportsmen's idea of luxury, as demonstrated by Westbrook's latest outings (seen at the MET Gala with a 552,000 euro Patek Philippe Nautilus Jumbo 18K), Medvedev's award ceremony at the US Open (wearing a Bovet OttentaSei tourbillon worth 175,000 euro) or Daniel Ricciardo's victory at Monza (on the podium with a Richard Mille RM 67-02 Automatic in the "Papaya" colour created in collaboration with McLaren). The new James Harden x Vanguart launch automatically propels the Swiss watchmaker into the forefront of luxury watchmaking.