Luxury watches and snowsports go hand in hand.
This time last year a new event popped up in Aspen: Snow League. Created by Olympic gold medalist Shaun White, it was a novel concept — a one year long competition for elite snowboarders with a hefty cash prize that added up to $2.2 million across four contests. With the likes of Hublot as the official timekeeper, Tiffany & Co. creating the trophy, and a slew of other luxury partners, Snow League has emerged as a highlight during a time when snowsports are hotter than ever. And given the crowd that gathered last weekend at Buttermilk Mountain for its grand finale, it’s safe to say that the enthusiasm is far from waning. “When you look at snowboarding and freestyle skiing, it’s a luxury sport,” said White of his desire to meld two seemingly disparate worlds that have more in common than meets the eye. “[Snow League] is a delicate balance of not forgetting the culture but then adding this new twist. Working with Hublot has been amazing — It’s such a great brand and a true partnership.”
The weekend’s festivities kicked off with qualifiers on Friday with the final taking place on a warm, sunny Saturday. Given the timing (mere days after the Winter Olympics had wrapped) it was a rare treat for viewers as many of the athletes opted to head to Aspen after Cortina. Among the competitors included Yuto Totsuka, the current men’s gold medalist while the reigning women’s gold medalist (and third place finisher in last year’s Aspen contest) Gaon Choi made an appearance despite her injury. With the likes of Ayumu Hirano (gold medalist in Beijing). Mitsuki Ono (bronze winner in Cortina), and top ranked American Maddie Mastro among the mix, no one held back from throwing some of their best tricks. As they spun and went inverted, the audible gasps from the crowd cemented the fact that this event was as competitive as any Olympics. And that’s exactly what White has dreamed of. “I’m just beaming. This was an idea, we got funding and everything came together beautifully. Reimagining the format in a way that the athletes want and seeing how excited the kids are to see it, this is a pinch me moment.”
From left: Shaun White, Gaon Choi, Yuto Totsuka, Odell Beckham Jr.
In the end there was an upset as Ryusei Yamada took home the top prize, beating Totsuka while on the women’s side Sara Shimizu came away with the win. As for that Tiffany & Co. trophy? That went to the overall winners, Totsuka and Choi, who beamed as the giant silver cup was presented between them. From there the energy shifted as Wyclef Jean took to the stage, opening with “No Woman, No Cry” before segueing to some classics from his time with The Fugees. The biggest cheer came as he gathered up all of the Olympic athletes to join him on the stage. As “Hips Don’t Lie” played over the loudspeakers, the competitors were able to finally relax and party — something they likely needed after months of intensive focus.
To cap off the day Hublot hosted the official afterparty at the Snow Lodge at the St. Regis Aspen. Watches were presented to both Choi and Hirano, to mark their impact on the sport. One last surprise awaited guests as Lupe Fiasco took to the stage. As the crowd screamed along to “The Show Goes On”, it closed out a wildly successful year for White’s endeavor and given the turnout, guaranteed next year to be even bigger and better.
