Shelter Serra creates all of the luxury items you need – from Hummers, to black AMEX cards, to Birkin Bags, to Rolex Submariners, and so on. But these luxury goods have a bit of a twist to them – they’re fakes. Serra’s Homemade Birkin Bag and Fake Rolex are cast in platinum silicone. One of GREY AREA’s top selling products, Fake Rolex encapsulates a watch worn not for its function, but for its “ultimate sign of status.” Serra describes his own work as a means of “re-presenting these cultural items as functionless objects.”
The artist describes the piece as “designed to wear as a replacement for the original." But Serra’s watch is a blatant gadget and luxury symbol that doesn’t even tell time. Rather, it hugs one’s wrist, sitting pretty, and perhaps even mocking those who bother to spend the thousands on a sparkling Rolex. Serra sells his silicone recreation for just $40, the same price as a Canal Street knock-off.
Since graduating from the Rhode Island School of Design, Serra has exhibited internationally including with Marlborough Gallery, Perry Rubenstein Gallery, and Renwick Gallery. He has also worked with his uncle, the sculptor, Richard Serra.