Luxury watchmaker Patek Philippe is one of the most popular brands in hip-hop, with frequent references by artists such as Migos, Young Thug, Future, and even Beyoncé. One-third of the songs on the Billboard Hot 100 in 2017 included a Patek mention, and the trend continues in 2018 with 13 tracks charting to date. Migos' No. 1 album 'Culture II' particularly stands out for its 28 references of the watch, with 24 name-drops from Offset alone.