Written by: Holly Troupe

Shaun White, professional snowboarder, on the cover of American Way magazine wearing Charriol Force watch.

Shaun White—gold medal Olympian that is generally believed to be the first and last name in competitive snowboarding—is currently featured on the cover of the January 1st edition of American Way magazine wearing a Charriol Force watch. American Way magazine is the in-flight magazine for American Airlines and American Eagle Airlines.

At first glance, snowboarding’s rebellious counter-cultural style wouldn’t seem to jibe with the elegance of the Charriol brand. Charriol watches have a grace and sophistication that bespeak the cultivated image of the brand’s founder, Philippe Charriol. However, Charriol believes luxury and sportiness can coexist. “I would like to be looked at as creative, energetic and sporty,” Charriol says. There is no better way to describe Shaun White, whose tricks and flourishes on the halfpipe won him gold medals galore at the Winter-X games and the Olympics, and there is no better way to describe the Charriol Force watch.

Charriol's Silver Force Chronograph

Charriol’s Force watch collection was first introduced in 2007. Large, vibrant and full of personality, the series has a unique aesthetic due to the fact that the oval dial is positioned horizontally. This assertively named piece comes in three sizes, running from the small 34mm to the whopping 51mm. It is a self winding quartz chronograph with the movement visible through the stainless steel case back. The bezel is affixed with sapphire blue screws symmetrically positioned on the case front. The watch face has either roman numeral or Arabic hour markers, and the dial comes in mother of pearl, brushed steel or micro-grooved black lacquer. The roman numeral editions come with black, white or camel colored karung snakeskin straps. The Arabic numeral versions come in bold vibrant colors and feature gem settings, with black, white, pink or shimmering plum karung snakeskin straps. Steel bracelets are available for the large and small versions.

Shaun White, aka “The Flying Tomato” and “Chairman of the Board,” has been a competitive snowboarder since the age of seven, when he was given a sponsorship from Burton, a snowboard manufacturer. With his supernatural skill and his flaming red mane, White quickly became the most recognizable figure in the sport—he has endorsement deals with Target, Stride Chewing Gum, Oakley and his own skateboard line: Shaun White Supply Co. His popularity has given the once gritty and outsider-ish sport of snowboarding an accessibility and a broad appeal without compromising the uniqueness of the culture, in much the same way Charriol’s Force watch speaks to a vast populace while still remaining an exquisite work of art and craftsmanship.