Timex’s collaboration with members of the Bored Ape Yacht Club demonstrates how a maker of traditional timepieces can engage with younger consumers and digital communities. By creating custom, limited edition watches that have digital twins, the brand is tying the NFTs to something that has real-world value, unlike other branded NFT activations that only exist in the digital realm.
“Timex is entering Web3 by keeping creativity and community at the forefront,” said Shari Fabiani, senior vice president of global marketing and creative services for Timex Group in a press release.
Key to the collection is a collaboration with members of Bored Ape Yacht Club, one of the best-known NFT collections, which have been purchased and popularized by a range of celebrities including Justin Bieber, Jimmy Fallon, Snoop Dogg and Gwyneth Paltrow. Timex consulted with longtime Bored Ape holders Josh Ong, CryptoVonDoom, The Miami Ape, LOGIK, BaronVonHustle and Zeneca on the project, which was created with Daz 3D, a company that specializes in Web3 strategy, marketing and full-stack development.
The NFT-focused collection comes at an inflection point for the blockchain-based technology that seemed to crater by the end of 2022 after the market for NFTs collapsed. However, brands including Macy’s and Starbucks have continued to experiment in the space, which some believe could see a resurgence as better use cases proliferate.
Timex made access to the collection available to the BAYC community at a launch party during Art Basel in Miami in December 2022 and later opened the offering to NFT holders for a price of 2 ETH. Holders of Timepiece Forge Pass NFTs were able to design the watches online, which are set to arrive in Q2 2023. The activation demonstrates how NFTs and other blockchain technologies can be used by brands to ensure authenticity.
While billed as its first Web3 activation, Timex is no stranger to emerging technologies, having launched a metaverse experience within Fortnite, “Race Against TimeX,” in November.
Clarification: This story has been updated to reflect that this collaboration is between Timex and members of the Bored Ape Yacht Club community.
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The Gen Z retailer looks to immerse consumers in celebrations as company research found this holiday season is all about “revenge living.”
Amid persistent economic woes, an ongoing war and a series of controversies, efforts by McDonald’s, Old Spice and Chipotle found a way to cut through the noise.
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