Much in the Journeys spirit of &quot;An Attitude You Can Wear&quot;, <b>Wize &amp; Ope</b> sees itself as &quot;an identity, an attitude, and a way of life.&quot; Based on the fictional alien character &quot;Wize&quot;, who came to earth to escape his boring/conformist planet, the brand story is one that celebrates open-mindedness and originality. Rapper Lil' Wayne had been following the brand since it started in Paris in 2008 and officially announced in October 2013 that he has become the ambassador of the brand and the major shareholder. The collection features analog and digital styles ranging from $55-$90, including the Gummy - the first Wize &amp; Ope watch designed specifically for Lil' Wayne.