Vinicius Jnr

SWM founders Liam and Andrew are no strangers to seizing opportunities that are too good to miss. Earlier this year with only a few days’ notice, they embarked on an unforgettable 48-hour journey to meet prodigious talent Vinicius Jnr at his luxurious villa in La Moraleja, Madrid. This encounter would mark the beginning of an innovative partnership between Vinicius Jnr and Golden Concept, the luxury brand responsible for the world’s finest Apple accessories.

The collaboration comes at a difficult time in Vinicius Jnr’s life, after he was recently subjected to appalling racial abuse while playing for Real Madrid in La Liga. The incident highlighted the persistent issue of racism in football and has sparked widespread condemnation from fans, players and organisations across the globe.

Despite the challenges he has faced and continues to endure, Vinicius Jnr remains a resilient and inspiring figure both on and off the field. His response to the adversity has been commendable, as he has shown remarkable strength and determination to stand up against racism in sport.

In the face of such adversity, Vinicius Jnr’s partnership with Golden Concept represents more than just a collaboration. It symbolises his unwavering commitment to using his platform to drive positive change and promote inclusivity.

Everyone at SWM and Golden Concept stands with Vini in the fight against racism.

Golden Concept is renowned for pushing boundaries with products that embody elegance, exclusivity, and functionality, so it’s no surprise the centrepiece is their most advanced watch case to date. ‘The Royal Edition’ has been designed and released exclusively with brand ambassador Vinicius Jnr, and features a patented ‘Hatch-Bezel’ seamlessly integrated with the bracelet to create a case that exudes refinement and resonates with both sports fans and luxury aficionados.

Set against the backdrop of Vincius Jnr’s opulent villa, where modern luxury meets sporting heritage, the stage was set for an unforgettable shoot. From meticulously designed interiors to vast outdoor spaces, his home featured murals of revered athletes Michael Jordan, Pelé and Kobe Bryant; a nod to the sporting heroes who have inspired his journey to the very top of professional football.

This unique collaboration not only unveils a fusion of athletic brilliance and refined luxury but also serves as a testament to the shared values of SWM, Golden Concept, and Vinicius Jnr. It signifies their unrelenting dedication to craftsmanship, innovation, and the relentless pursuit of excellence. In an era defined by boundary-breaking partnerships, this collaboration is poised to leave an indelible mark on the worlds of sports and luxury.

With the world eagerly anticipating the start of the new season, the collaboration between SWM, Golden Concept, and Vinicius Jnr promises to be a catalyst for a new era, where the realms of sports and luxury intertwine seamlessly, propelling innovation and redefining the meaning of exclusivity.