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October  14,  2024

Run Harder, Slow Time

Acid Running x Pro Hunter

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In order to break the rules, one first has to master them.

This is the ethos of Pro Hunter, the trailblazing, London-based luxury watch house renowned for its meticulously modified, ultra-durable Rolex sports watches.

Kamal Choraria founded Pro Hunter in 2008 after more than two decades dealing in the vintage Rolex and Patek markets.

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AFor many years, Choraria’s sporting clients had challenged him to source the impossible: a hardwearing luxury watch that could withstand the challenges of global travel, scratches, sweat and oppressive elements.

Heeding their requests, Choraria returned again and again to a singular memory of an exceptionally rare timepiece: an anti-glare black-coated Submariner, specially made by Rolex for a few British Army officers based in Africa in the 1950s.

Mythologised by many but seen by very few, Choraria had actually felt the weight of one
in his hands.

Unable to shake the image, he set off to recreate a modern iteration of the priceless military watch, and thus the first Pro Hunter was born.

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AAfter the first of his groundbreaking watch was handed to a discerning client, Choraria’s brand grew organically through word of mouth, swiftly becoming synonymous with exclusive, performance luxury for active, discrete collectors.

The long collectors’ list demonstrates the appeal amongst creatives, politicians, businessmen and athletes alike - Bill Clinton, 5th Baron Rothschild, Francois-Henri Pinault, Orlando Bloom and Bastian Schweinsteiger to name but a few.

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AToday, Kamal’s daughter Nikita Choraria helms Pro Hunter as Creative Director.

Having grown up immersed in the culture and gleaning from her father a deep knowledge and reverence for Rolex, Nikita steers every Pro Hunter decision from design to operations.

Fast forward to Summer this year and Pro Hunter were looking to demonstrate their ultra-durable performance credentials to a new class of discerning runners.

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A A chance encounter between members of the Pro Hunter and Acid Running teams in the South of France, led to the two brands coming together for a joint campaign.

“Run Harder, Slow Time” juxtaposes the precise timekeeping of Pro Hunter and Rolex, with the enlightened experiences of the Acid Runner, exploring the idea that time can be experienced slower, through the intensity of performance.

In a series of short videos released by both brands, Irish 400m athlete Brandon Arrey takes us through the daily ritual of the runner.

As he increases his intensity he acknowledges that time cannot be fought and overcome, but must instead be embraced as a partner, enabling a final experience of timelessness.

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