Time Well Spent

Thumbnail Photo Credit: Karl Ferguson Jr.

Written by: Justin Kase

“Throw your Rollies in the sky / Wave ’em side to side and keep your hands high…”

That line from the late, great Notorious B.I.G. would resonate for generations, helping steer many within hip-hop from simply admiring luxury watches to becoming serious collectors.

In hip-hop, watches have never merely told time. They’ve been worn like trophies, symbols of achievement, status, access and, ultimately, the value of time itself.

So, what kind of watch was Biggie wearing? What was it worth then and what would it be worth today?

Whatever the exact reference, it’s safe to say that his would now be priceless.

Notorious B.I.G.

But the lyric raises a bigger question: Do luxury brands truly understand hip-hop’s impact and does the culture fully recognize the value of the brands it helped elevate?

Collectors like Rashawn Smith move seamlessly between those two worlds. Through education, appreciation and storytelling, Smith brings cultural context to a space that has historically been guarded and gatekept to maintain its exclusivity, access and prestige.

Timing, as they say, is everything.

For Smith, that phrase carries new meaning as he launches his latest venture, Rashawn’s Corner.

Fresh off a content deal with REVOLT TV, Smith found himself at a familiar crossroads for creators: continue building within someone else’s ecosystem or take greater control of his destiny. His goal wasn’t simply to elevate his brand. He wanted to own the infrastructure supporting it.

In 2026, Smith connected with Streamline Collective to bring that vision to life.

The relationship began when Streamline Collective CEO Rich Perez met Smith at Scarr’s Pizza in New York City. Over a slice and a little food for thought, the message was simple:

“There’s a difference between looking successful and actually being successful.”

If you want to control your destiny, you have to control the infrastructure, every vertical.

Own the land. Build the house.

If it’s going to be Rashawn’s Corner, Rashawn must own it.

Thirty days later, here we are.

I had the opportunity to sit down with Smith for an exclusive walkthrough of his new endeavor from its fitting home: Planet X Studios, located in the heart of Brooklyn, the borough that raised The Notorious B.I.G.

 

Scar's Pizza, NYC

Rashawn Smith! First question and obviously the most important: What’s on the wrist today?

Rashawn: I’m wearing my everyday watch, the Blancpain Villeret. I absolutely love it because it reminds me of all the hard work I’ve put in to reach this point.

The rose-gold case and chocolate dial represent luxury and sophistication. It’s not a watch you often see among collectors, but when you do, you know it was an intentional choice.

Tell me about Rashawn’s Corner. Planet X Studios is absolutely breathtaking. It reminds me of that Ye line: “It’s hard to be humble when you’re stuntin’ on a Jumbotron.” When you walk into this space and see what you’ve built, what does this moment mean to you?

Rashawn: When I step into Planet X, I repeat to myself, “This is my life.” My life’s purpose is being fulfilled every time we press record.

Being respected for my opinion is a responsibility I don’t take lightly. People hold my thoughts and perspective in high regard, so having access to the best technology and production resources at Planet X was important to me.

There’s a saying that goes something like, “Great bosses create other great bosses.” I might have just made that up, but let’s apply it to collecting. Do great collectors create other great collectors?

Rashawn: Absolutely. Like anything in life, there’s always someone with more experience and exposure who can help show you the way.

Collecting is subjective. People will debate what needs to be in a collection for it to be considered great—or what it takes to become a great collector. But the way I see it, if you’re collecting at the highest level your budget and knowledge allow, you’re already one of the greats.

Who is someone you’ve helped understand the world of watches and what did they eventually purchase that made even you say, “Wow”?

Rashawn: I’ve helped hundreds of people build private collections, but one young man stands out.

When we met, he was in his early 20s barely old enough to drink and came to me looking for an Omega Speedmaster. He had a genuine emotional connection to the watch that made the purchase especially important to him.

Based on his age and what I understood about his interests at the time, I assumed he would be a one-and-done collector. He’s a tech genius who builds hardware for fun and develops software professionally, so he’s the real deal.

But the Speedmaster wasn’t a one-off. He continued buying watches with me, starting with pieces at more approachable price points. I watched him check the boxes, study the craft and become a true student of the game.

Then, one year, he jumped from the basics to the big leagues. I was extremely impressed when he inquired about an H. Moser & Cie. Streamliner Small Seconds with a blue enamel dial.

It was a proud moment because we had built his collection together. With the right guidance, he has done incredibly well in the collecting game. We’re still building together today, he’s a lifer.

Let’s go back to Biggie. Do you know which Rolex The Notorious B.I.G. threw in the sky in 1997? Looking at that watch today, what are your thoughts on the piece, its significance and the relationship between hip-hop and Rolex?

Rashawn: Biggie was wearing a Rolex Day-Date, one of the most iconic watches ever made.

That watch represents much more than an instrument used to measure time. It helped shape culture and when I say culture, I mean everyone from the guys on the block to the brokers on Wall Street. If you own a Rolex Day-Date, it doesn’t matter where you come from; the feeling is the same: “I made it.”

Rolex has successfully marketed its watches across generations and communities, becoming one of the earliest luxury-watch brands to recognize the power of ambassadors and cultural influence.

Hip-hop is the most influential genre in music. Brands like Rolex understand that maintaining an undisputed position requires a connection to music and particularly hip-hop, to remain culturally relevant.

How would you say New York City and Brooklyn in particular shaped your journey?

Rashawn: For me, it’s New York or nowhere. I’m from Brownsville, specifically.

I’ve seen enough to understand the fragility of life, and I’ve been through a lot to still be here today. I apply those experiences from my upbringing to every decision I make now.

Creating a talk show was always in the cards for me because I grew up in the church and once wanted to become a minister. Greatness is the only option because poverty is too painful.

When I think about some of the greatest people to come from the hood, 50, Jay and Mike what they all shared was a hunger for more. Their tolerance for pain was greater than that of everyone around them, and it helped carry them to where they are today.

I’m one of them ones, too.

You’ve traveled the world through this watch journey. Have you ever experienced one of those moments when you stopped, looked around and thought, “How did I make it from my block to here?” Of all the places watches have taken you, which destination or experience stands above the rest?

Rashawn: Yes, all the time. One defining moment came during my most recent trip to Japan.

I was on a spiritual hike, alone with my thoughts. There were no outside distractions, just clarity and the time to take a bird’s-eye view of my life.

I realized I was approaching a ceiling, and the only way to break through it was to step out on my own. I didn’t know where to begin, but that wasn’t going to stop me from making the decision.

When I think about everything I’ve experienced, from the block to traveling the world, I’ve learned to move through life unapologetically because I know what it took for me to get here. Other people may have a story, but not one like mine.

Let’s talk about Streamline Collective. From the outside looking in, this partnership appears to go much deeper than a traditional content deal. I’m sure multiple companies were interested in working with you. What made this alliance different, and why was Streamline the right partner for your next chapter?

Rashawn: Simply put, this partnership made the most sense.

Ownership and transparency were extremely important to me. When my friend Rich approached me about creating my own talk show with the resources and support of Streamline Collective behind it, I was all in.

Beyond content, what else can we expect from Rashawn Smith and Rashawn’s Corner? Is this ultimately a show, a media brand, a community or something even bigger?

Rashawn: The sky is the limit.

I work with extremely talented people and interview some of the most accomplished individuals in the world. New ideas and influences emerge after every interaction I have with someone operating at a high level.

Rashawn’s Corner is the foundation. It’s what my legacy will be built upon and the goal is for that legacy to become a towering skyscraper that reaches the greatest heights.

The future is always the most interesting period to envision because it’s where the results of every decision you make today will eventually live. So, let’s end there: If you could look into the future right now, where do you see Rashawn’s Corner exactly 12 months from today?

Rashawn: In 12 months, Rashawn’s Corner will be one of the biggest talk shows of its kind.

With access to some of the world’s brightest leaders and most influential industry figures, Rashawn’s Corner will uncover stories that have never been told.

Through the right strategies and partnerships, we’ll reach the masses and expand far beyond what people expect. What began with a passion for watches has already opened the door to conversations I never could have imagined.

People are searching for community and purpose. Rashawn’s Corner will serve as a lighthouse, helping lead the way while inspiring the next generation of talented, purpose-driven leaders.

Learn more at RashawnsCorner.com⁠

Rashawn, thank you for sitting down with us. Before we go, tell everyone where they can enter the world you’ve built and follow what comes next.

And 12 months from now, I hope we’re sitting right back here, revisiting that final question and seeing just how much of that future became reality.