Because life is short, J. Cole advises we gather our Hublots and Rollies while we may.

On the just-released 'Mr. Nice Watch,' the sixth track to surface from his hotly anticipated debut, 'Cole World: The Sideline Story,' the North Carolina rapper and producer uses the fleeting nature of human existence to justify spending big bucks on designer watches, among other things.

"They say time is money, but really it's not," Cole raps on the hook. "If we ever go broke, girl, then time is all we got."

"Let's ball while we're here," he urges, "like there there ain't no tomorrow, there ain't no next year."

Like many of the tracks on 'Cole World,' due out Sept. 27, 'Mr. Nice Watch' features production work from Cole himself. The verse's chilly synth blips and skittering drums give way to smooth, understated piano chords, as Cole's braggadocio turns to philosophizing.

Toward the end, Cole's label boss, Roc Nation head Jay-Z, drops in for a verse, rapping about his Hublot -- replete with its "gator band" -- and giving his 27-year-old signee a bit of encouragement: "Whenever you ready, go."

For additional insight on 'Cole World,' check out The BoomBox's exclusive first listen here.

Listen to J. Cole's 'Mr. Nice Watch' Featuring Jay-Z