PRO HUNTER AND ARMADA MUSIC COLLABORATE TO CELEBRATE THE 20TH ANNIVERSARY OF THE INDEPENDENT DANCE RECORD LABEL

London, United Kingdom - Pro Hunter, the trailblazing luxury customization watch brand, has joined forces with Armada Music, the largest independent dance record label in the world, to commemorate the 20th anniversary of Armada Music by creating a collaborative limited edition watch. The collaboration marks a milestone in both industries, blending the art of horology customization and the power of music to create a limited edition collection of ten exceptional timepieces.

The Pro Hunter x Armada Music collection pays homage to the concept of time passing and our collective place in it; the past, present and future. The collaboration honors Armada Music’s journey over two decades and marks this historic point in the brand’s history.

Each customized 41mm Rolex Submariner Ref. 124060 boasts a striking stealth, matt black DLC coating, a sandblasted matt bezel insert with a blue triangle. The black shiny dial features 'SUBMARINER' in Armada Blue, while the sweeping hand, also in Armada Blue, proudly displays the logo of the legendary record label on the arrow. The color scheme is reminiscent of Armada Music’s three offices across the globe, where the dance music label has made momentous achievements over the past 20 years. These exquisitely crafted timepieces are individually numbered and come with a bespoke custom caseback.

Inspired by the pulsating rhythm of a bass line and the vibrant ambiance of an electric cobalt strobe light in a nightclub, the design details of the Pro Hunter x Armada Submariner collaboration capture the essence of Armada Music's energy and legacy.

Nikita Choraria, Creative Director of Pro Hunter, shared her excitement about the collaboration, saying, "Working with Maykel Piron and the Armada Music team on this special collection has been an incredible experience. We aimed to create timepieces that encapsulate the essence of the brand  and celebrate Armada's remarkable journey over the past 20 years. The Pro Hunter x Armada collection merges craftsmanship and creativity, and embodies the contributions of Armada as the biggest player in the electronic music scene,  resulting in truly unique watches that resonate with music enthusiasts and watch collectors alike."

Maykel Piron, co-founder of Armada Music, expressed his enthusiasm for the collaboration, stating, "Armada Music has always been driven by innovation and pushing boundaries, and partnering with Pro Hunter perfectly aligns with our ethos. We've come so far as a company and a team, and the partnership is a symbol of that journey and the new path we're venturing on. We are thrilled to celebrate our 20th anniversary with these exceptional timepieces, which reflect the passion and dedication to an elevated human experience that both Pro Hunter and Armada Music share. These watches serve as a symbol of our collective love for music and the timeless memories it creates. Now the owners of these watches can carry a piece of Armada Music with them."

Each of the ten watches within the collaboration is displayed in a unique, matt black DLC presentation box lined in the signature Armada blue suede, complete with link pouch, dust cloth and wallet.

Armada Music, co-founded by Maykel Piron, Armin van Buuren and David Lewis, has become one of the most influential record labels in the industry. With a roster of globally recognized artists and a commitment to nurturing talent, Armada Music has been at the forefront of electronic dance music for two decades.

The collaboration was initiated after a conversation between Maykel Piron, co-founder of Armada Music, and Nikita Choraria, Creative Director of Pro Hunter. Their brands share a mutual appreciation of legacy, marking historic moments, and the concept of time passing. This partnership honors Armada Music’s momentous 20th anniversary and two decades of championing dance music.

Eight of the ten limited edition Pro Hunter x Armada Submariner watches have already been pre-sold, indicating the anticipation and demand for this remarkable collaboration. The remaining two timepieces are available for purchase exclusively through the Pro Hunter website discoverprohunter.com/armadamusic.

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ABOUT PRO HUNTER 

Founded in London in 2008 by Kamal Choraria, Pro Hunter is the pioneer of modified steel Rolex sports watches. Inspired by a rare black-coated Submariner made by Rolex for British Army officers in the 1950s, Kamal set out to recreate a modern iteration of the military watch. Today, Pro Hunter continues to be synonymous with exclusive, performance luxury for active collectors, with Nikita Choraria, Kamal's daughter, leading the brand as Creative Director. Pro Hunter collaborates with esteemed partners and is available in exclusive retailers worldwide.

For more information, please visit discoverprohunter.com

ABOUT NIKITA CHORARIA

Nikita Choraria is a watch collector and the Creative Director of Pro Hunter. Nikita is passionate about watches and watch collecting, with a heavy focus on Rolex and Patek Philippe, having learned the subject under the attentive and meticulous eye of her father, Kamal Choraria a vintage watch academic, collector, and founder of the boutique watch customisation house Pro Hunter. Wishing to continue the legacy of watch connoisseurship in her family, early life for Nikita included curiously peering over the edge of workbenches and marvelling at some of the world’s rarest and most coveted timepieces. Before taking the reins at Pro Hunter, Nikita chose to build her knowledge and experience of business outside of her family and began her career in linguistics, communications, and client relationship management working across the luxury and financial industries. Nikita moved to work with her father at Pro Hunter in 2014. Following several years of instruction under Kamal Choraria, Nikita has taken over running all aspects of the business as Creative Director of the brand. Determined to make innovative and purposeful contributions to the world of watch customisation, Nikita aims to change the mindsets of watch collectors – particularly women watch collectors – and is poised to steer Pro Hunter in a fresh direction.

More about Nikita Choraria

ABOUT ARMADA MUSIC

Armada Music is the largest independent dance music label in the world, founded in 2003 by Armin van Buuren, Maykel Piron and David Lewis (AR-MA-DA). A six-time winner of the IDMA for ‘Best Global Label’, Armada Music boasts the globe’s biggest dance music catalog of over 40.000 titles and a mouth-watering artist roster. Promoting dance music all over the world from its offices in Amsterdam (HQ), New York and London, Armada Music represents and cultivates the creative exploits of some of the biggest players in the electronic music game, including Armin van Buuren, ARTY, Audien, Brando, Cat Dealers, D.O.D, Ferry Corsten, Jan Blomqvist, Loud Luxury, and Tensnake. Through this star-studded dance music army, Armada Music collects over 1 billion streams per month, secures weekly airplay on the biggest nation-wide broadcasting stations (such as BBC Radio 1 and Sirius XM), and frequents the top spots of the U.S. Mediabase Dance Airplay charts. Continually bringing out the best in its artists has led to various high-magnitude achievements, including Armin van Buuren’s Grammy nomination for ‘This Is What It Feels Like’, Lost Frequencies’ Diamond Award for exceeding the mark of one billion streams on Spotify and the huge success of Loud Luxury and Brando in the U.S. and beyond. A global brand outfitted with the esteemed ‘Armada Invites’ events, state-of-the-art, in-office facilities (The Club!, the radio studio and two production studios), producer platform Armada University and over 1 million followers across its biggest playlists, Armada Music can look back on many wondrous years while pulling out all the stops to ensure plenty more. For more information please visit armadamusic.com