Both have extensive double century histories and both can lay claim to top-of-their-game craftsmanship – John Smedley in knitwear, Brooks Brothers in tailoring. And all Supreme had to do was come along and stick its box logo on the high-quality garments, creating a massively hyped collection in the process and all while giving its young audience an introduction to two brands it would never normally have had anything to do with.

If streetwear can do the same with watches – and on early evidence, it can – then it will draw a new and hungry audience into a centuries-old hype machine.

The Watches Generating Huge Hype