In fact, there are about a dozen lyrics in his early albums about watches. His love affair with Audemars Piguet
link seemed to fully take off in 2001 on The Blueprint 2: The Gift and the Curse, shouting out "Audemars-Piguet,
link with the alligator strap" on "Show You How." It was around that time Jay had started to come into his own as a businessman and entrepreneur, founding Rocawear in 1999 and endorsing Reebok just two years later. In
link 2004, he became president and CEO of Def Jam.
link