Emily Oberg — watch collection

About Emily Oberg’s watch collection

Emily Oberg is a New York-based entrepreneur, creative director, and the founder of Sporty & Rich, a lifestyle brand she launched in 2014 that grew from a mood-board-style Instagram account into a full clothing and wellness label with a devoted following. Before building her own brand, Oberg worked as a content creator and editor, contributing to Kith and Complex, where she developed a reputation for sharp visual instincts and an ability to identify and shape emerging cultural trends. Sporty & Rich, with its vintage-inflected aesthetic and deliberately paced product drops, has become one of the more closely watched independent brands in contemporary fashion.

The Emily Oberg watch collection, as far as public sightings go, leans into the kind of understated connoisseurship that suits her brand identity. Rather than reaching for the most visible or commercially obvious references, Oberg has been photographed wearing a Cartier Tank Obus in yellow gold — a piece that sits well outside the mainstream Tank lineup. The Tank Obus, which dates to 1929 and bears the strong geometry of the Art Deco period, is square rather than rectangular, immediately distinguishing it from the Tank Louis or Tank Américaine. It is a reference that tends to appear in serious private collections and at auction rather than in retail boutiques.

The choice of the Tank Obus says something concrete about Oberg's approach. The setting — photographed at night in the Cour Napoléon outside the Louvre in Paris — was appropriately theatrical for a piece with that much history, but the watch itself is the kind that rewards research rather than recognition. For someone whose entire brand is built on the idea that the best references are the ones you have to look for, wearing a Tank Obus rather than a Panthère or a Santos reads as entirely consistent.