In its first historic collaboration, Graff and Beats came together to create a one-of-a-kind product. Nothing in the world of audio exists of this stature.
Graff Diamonds, at the pinnacle of the luxury jewelry industry since its founding in 1960, continues to push the boundaries of ever-greater innovation and excellence. Meanwhile, Beats by Dr. Dre, which launched in 2006, has introduced an entirely new generation to the possibilities of sound entertainment—bringing the energy, emotion and excitement of playback in the recording studio back to the listening experience. Both brands are leaders in their respective industries, albeit industries that had never collaborated before.
In 2010, the thought of pairing the hottest electronics brand in the world, Beats by Dr. Dre, with an elite luxury brand like Graff was simply crazy. The concept was perceived by chance when Kirk Posmantur, Axcess Worldwide Chairman/CEO, introduced Omar Johnson, the one-week-old CMO of Beats, to Henri Barguirdjian, the longstanding CEO of Graff, and jokingly mentioned the idea of a Graff-Beats headset on the way to the SAG Awards. That night, the two forged a bond that inspired—and actually created—the headset one year later.
The launch of the Graff-Beats partnership began with a single product: a majestic pair of Beats by Dr. Dre headphones encrusted with 112 carats of the finest Graff diamonds. The headphones are expertly set with 28 rubies contrasting beautifully with over 1600 of the finest white diamonds. All the hardware is immaculately custom cast in 18K white gold. It took 4 of Graff highly-skilled master craftsmen working meticulously for 7-8 months to create these headphones.
Valued at $1.2 million and introduced during Madonna’s halftime show at Super Bowl XLVI, this one-of-a-kind headset made history in one of the most disruptive partnerships, setting the stage for many Beats by Dr. Dre collaborations down the road.
The Beats by Dr. Dre Graff Headphones are a true collector’s item for those who love extraordinary jewels, music and ultimate coolness. For more on the making of this incredible product, please watch the video below.
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