Kasseem Dean & Alicia Keys:
A Shared Appreciation for Independent Creativity
Some moments carry a significance that extends beyond watches themselves.
For Dennison, one of those moments began when Kasseem Dean known to many as the celebrated producer, songwriter and entrepreneur Swizz Beatz first discovered the brand shortly after its relaunch. While Kasseem’s achievements in music, art and culture are well documented, he is equally respected within collecting circles as a passionate watch enthusiast with a deep appreciation for design, craftsmanship and independent creativity.
In a world where attention is often focused on the most established names in watchmaking, Kasseem’s interest in Dennison felt particularly meaningful. It reflected something we have always believed: that great design transcends scale, reputation and convention. Independent ideas have the power to resonate with those who value originality above familiarity.
One of the earliest public sightings came during the Tribeca Film Festival, where Kasseem was photographed wearing the Dennison ALD Rubellite while celebrating his role as Executive Producer of the MGM series Godfather of Harlem. For a young company still defining its place within contemporary watchmaking, it was an exciting moment. More importantly, it was a reminder that our watches were finding their way onto the wrists of people who genuinely connected with what we were creating.
Soon after, that appreciation extended beyond Kasseem himself.
His wife, Alicia Keys, whose influence across music, culture and the arts needs little introduction, also developed an affinity for the brand. In August 2025, while headlining Japan’s Summer Sonic Festival, Alicia chose to wear the Gold Malachite ALD on stage. Against the scale and energy of one of the world’s largest music festivals, the watch became part of a performance seen by thousands in person and many more around the globe.
What made the moment memorable was not simply the visibility. It was the context. Alicia has built a career defined by artistic independence, authenticity and creative conviction. Those same qualities have long informed the way Dennison approaches design. Seeing the watch become part of her personal expression felt like a natural alignment of values.
Over the months that followed, both Kasseem and Alicia continued to wear Dennison pieces in their professional and personal lives. The watches appeared not as paid endorsements or orchestrated placements, but as objects they genuinely enjoyed living with. As collectors themselves, they understood the importance of design, proportion and storytelling, and their support carried a sincerity that meant a great deal to everyone involved with the brand.
One particularly special moment came during a PBS News interview discussing their work curating art for The Dean Collection. As the conversation explored creativity, collecting and cultural preservation, both Kasseem and Alicia happened to be wearing Dennison watches. For us, it represented something far greater than visibility. It demonstrated that the watches had become part of their everyday lives woven naturally into the broader creative worlds they inhabit.
Perhaps the most meaningful chapter of this story came when Dennison created a unique Dual Time Mini for Alicia. Designed as a one-of-one piece, the watch celebrated the first anniversary of Hell’s Kitchen, the acclaimed Broadway musical for which Alicia serves as lead producer, composer and lyricist. The project itself reflects many of the qualities we admire most: creativity, perseverance, collaboration and a commitment to bringing a personal vision to life.
Watching Alicia wear the piece while celebrating such an important milestone was a privilege. It served as a reminder that watches often become markers of personal achievement and memory, accompanying their owners through significant moments and accomplishments.
For an independent company, relationships like these are never taken for granted. What makes the support of Kasseem and Alicia so special is not their global recognition, but their continued willingness to champion creativity wherever they find it. Whether through music, art, design, philanthropy or collecting, both have consistently demonstrated a curiosity for original ideas and the people behind them.
Their belief in Dennison from the early days has meant more than words can adequately express. As collectors, supporters and friends of the brand, they have become part of our story, just as Dennison has become a small part of theirs.
For that, we remain deeply grateful and excited for what the future may bring.
