DJ COMMUNITY

STYLE SPOTLIGHT:FLUD WATCHES

Flud Watches’ Table Turns Watch.

The concept of Flud Watches was born in 2007, when DJ Doug Cohen and a few men who had a passion for street wear tried to create a watch like no other. The company started out as a little operation in Cohen’s parents’ basement. Now, it is a renowned watch brand that is well-loved by urban fashionistas all over the world.

Flud Watches took its name from the suggestion of Cohen’s father. He suggested the name “Flood” because they intended to “flood the market” with their watches. Cohen and Naim didn’t spell it as exact, so they added the umlaut or the ü symbol as ‘sort of a joke on people.’

Cohen chose to create a watch company for many reasons. One of them was that it seemed to be an unpopulated market. But the main reason Cohen wanted to enter the watch business was a desire to bring the ‘design’ back to watches.

Flud Watches is empowered by the objective of making fresh, unique, and affordable watches for people who love the casual and street wear style. In other words, Flud Watches believes in the simple equation of fresh style with a great price. Cohen’s designs come is inspired from his life. In fact many of his watches include designs inspired by being a DJ.

One of his products includes a record watch, or the 33 1/3, that resembles record that sits on a platter. The next designs that were released were the Digi, the Plane, the Crunchtime, and the Kharupt, which Cohen believes to be a “cool mistake.”

Other than producing unique watches in the market, Flud Watches is a proud sponsor of up and coming rap groups. Recently, it has collaborated with Slaughterhouse, a rap super group, to come up with Slaughterhouse-inspired version of the Big Ben Watch. This limited edition watch features the slaughtered pig emblem/logo known to all Slaughterhouse fans on both the dial and the strap. This revolutionary Big Ben model also features a few new touches to this now-classic piece: an onyx dial and gold bezel and indices.

Also its products have developed a huge following in the hip hop industry. Some individuals known for wearing Flud Watches are Kanye West, Keri Hilson, Grandmaster Flash, Curren$y, and Crooked I.