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In Grand Theft Auto: San Andreas, CJ can buy the Silver Crowex and Gold Crowex watches from Didier Sachs for $8000 and $5000, both of which are the most expensive watches available in the game. Many rich pedestrians can also be seen wearing Gold Crowex watches. A billboard can also be found in Rodeo, near the Didier Sachs store the watches are sold in. The company's slogan in 1992 is "When You're Too Rich To Care What Time It Is".
The brand also features in Grand Theft Auto IV as one of the brands featured on Peepthatshit.com. There is also a Crowex store in Leftwood, Alderney. In Grand Theft Auto V, Crowex billboards can be seen around Los Santos, with the slogan "Strap On Time". In Grand Theft Auto Online, it is possible to buy Crowex watches from clothing stories, and organizations can store and sell looted Crowex watches.
During the events of Grand Theft Auto Online, Crowex is in a presumed rivalry with cheaper watch brand Kronos, with the inscriptions on their purchasable watches claiming they are willing to pay more than Kronos for product placement.
Crowex's logo and watch designs are heavily based on the luxury watch brand company Rolex. The "Chronosphere" watch the player can purchase in Grand Theft Auto Online is based on the waterproof Sea Dweller watch.
- Interestingly, the logo shares the same design with the map pointer in Grand Theft Auto: San Andreas.
- The billboard in Grand Theft Auto: San Andreas ironically misspells the "to" near the end of the motto as "too".
- In Grand Theft Auto: Chinatown Wars, African American drug dealers, when selling drugs at discount can say they are selling "Crowex quality at Gaunt prices", implying Crowex products are reliable.