TechnologySep 19, 2022
Signet Enters the Metaverse With Banter, DressX PartnershipTechnologyDec 05, 2022
Timex Ticks into the Metaverse with Bored Ape Yacht Club
The watch brand will create 500 custom timepieces for holders of Bored Ape Yacht Club NFTs.
The Bored Ape Yacht Club is a collection of NFTs featuring cartoon apes generated by an algorithm. Timex is partnering with the brand on a limited-edition collection of one-of-a-kind watches, available only to Bored Ape NFT holders.
Middlebury, Conn.—Timex is entering the metaverse with its first collection of one-of-a-kind watches accompanied by an NFT.
An NFT, or a non-fungible token, is a financial security comprised of digital data stored on a blockchain.
The timepieces will be available to select members of the Bored Ape Yacht Club and Mutant Ape Yacht Club communities.
Created by Yuga Labs, the Bored Ape Yacht Club, often shortened to Bored Ape, is a collection of NFTs built on the Ethereum blockchain.
Members own unique profile pictures of cartoon apes that are generated by an algorithm, choosing from more than 170 possible traits, including expressions and clothing. Owning the NFT also gets members access to an online community.
The price of a Bored Ape is 0.08 ETH, or $103 as of press time, when purchased directly. There are only 10,000 available.
Ownership of an NFT is able to be transferred to a new owner as NFTs are sold and traded. Bored Apes sold on a secondary marketplace can sell for much higher prices.
Bored Ape created an extension of the community via the Mutant Ape Yacht Club, a collection of NFTs that display a Bored Ape that has been mutated. There are 20,000 available.
Like the NFT, each Timex watch will be unique, custom made in physical form and as a digital collectible.
Only 500 of the watches and their matching NFTs will be made available to Bored Ape and Mutant Ape NFT owners.
Based on the Timex Waterbury Classic design, the watch will be personalized with the holder’s ape and customizable case, strap, and etchings options.
There will be 500 watches and matching NFTs available exclusively to Bored Ape and Mutant Ape NFT owners.
"Timex is entering Web3 [another name for the metaverse] by keeping creativity and community at the forefront," said Shari Fabiani, senior vice president of global marketing and creative services at Timex Group.
"In partnership with the Bored Ape Yacht Club community, we are redefining and pushing the boundaries of physical, virtual and now ‘phygital’ products."
Timex consulted long-standing Bored Ape community members—including Josh Ong, CryptoVonDoom, The Miami Ape, Logik, BaronVonHustle, and Zeneca—about creative direction, design, and Web3 utility,.
"As a part of the OG [original gangster] Bored Ape community, it's been dope to collaborate with the OGs of watchmaking," said CryptoVonDoom.
Community member Josh Ong said, “From customizing the digital collectible and unboxing the physical watch to flexing at ApeFest, these incredible timepieces will delight Ape holders and keep them guessing at surprises yet to come."
ApeFest is a community gathering of Bored Ape and Mutant Ape holders hosted by the Bored Ape Yacht Club team.
A Timex pre-sale event for community members was held Dec. 2 at an invite-only launch party during Art Basel in Miami.
From Dec. 4-31, all Bored Ape and Mutant Ape NFT holders can buy a Timepiece Forge Pass NFT for 2 ETH ($2,566) to purchase the watch and verify its authenticity.
In mid-December, pass holders can go online to customize their one-of-a-kind watch, expected to arrive at the beginning of Q2 2023.
Timex is working with Daz3D, a leader in Web3 strategy, marketing, and full-stack development, to create the watches. The company also operates a 3D creation platform with millions of professional and recreational artists.
Tiffany & Co. also entered the metaverse in August, launching a collection of pendants available exclusively to CryptoPunk NFT holders. Priced at more than $50,000, the limited-edition collection quickly sold out.
Signet Jewelers brand Banter also stepped into the metaverse via a partnership with DressX, launching a jewelry collection that’s available in physical and digital form.
Editors' Picks
Sponsored by
More on Technology
The Latest
WatchesApr 10, 2026
These Watches Have Increased in Value the Most Since 2018, Says Chrono24The top-performing watch models may be surprising, with Rolex and several popular pandemic-era picks notably absent from the top 20.
CollectionsApr 10, 2026
Ophelia Eve’s Toggle Pendant Holds Your SecretsThe “Scroll” toggle pendant, our Piece of the Week, opens to reveal a hidden message, mantra, or love letter written on washi paper.
ColumnistsApr 09, 2026
Jewelry Demand Isn’t Stronger, Prices Are Just Higher Jewelers who misinterpret the state of the jewelry market risk employing the wrong retail strategy, cautions columnist Sherry Smith.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
MajorsApr 09, 2026
Tiffany & Co. Promotes Nathalie Verdeille to SVP, Chief Artistic OfficerIn her newly expanded role, she will continue to oversee the jewelry category, as well as watches, home, and accessories.
Weekly QuizApr 09, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesApr 09, 2026
Jacob & Co. Rolls Out Its Sequel to ‘The Godfather’ Musical Watch“The Godfather II” watch plays two melodies from the mob film’s score, “The Godfather’s Waltz” and “The Godfather Love Theme.”
Events & AwardsApr 09, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerOrganizers have also introduced the new JCK Talks Signature Series, as well as an offering of watch-focused workshops and lectures.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
SourcingApr 09, 2026
AGA To Honor ‘Quiet Leadership’ With New AwardThe Alan Hodgkinson Medal recognizes gemologists who are consistently generous with their time and expertise.
WatchesApr 09, 2026
Oris Names New CEO, CFOThe Swiss watchmaker is changing up its executive leadership team as part of a restructuring.
CollectionsApr 08, 2026
Hearts On Fire Celebrates 30 Years By Asking a QuestionThe “What’s Your Signature?” campaign invites women to think about how they see themselves.
SourcingApr 08, 2026
Sale of 42-Carat Blue Diamond Gives Petra a Boost in Q3The big diamond’s sale added to the company’s revenue though the market remains “challenging” overall, particularly for smaller goods.
Events & AwardsApr 08, 2026
AGS Confluence Returns with AI, Sustainability SessionsRob Bates of The Jewelry Wire will also moderate a panel on the state of the jewelry industry during the virtual event.
Events & AwardsApr 08, 2026
TJS to Honor 2 Longtime Former Stuller EmployeesThe Jewelry Symposium will honor two industry veterans with lifetime achievement awards at its upcoming May event.
TrendsApr 08, 2026
Amanda’s Style File: April’s Brilliant Birthstone With their durability, brilliance, and beauty, diamonds are the perfect stone for everyday birthstone jewelry.
MajorsApr 07, 2026
QVC Group’s Latest Filing Calls Its Future Into QuestionThe retailer failed to file its annual report on time and said it may issue a going concern warning.
ColumnistsApr 07, 2026
Peter Smith: A Tip to the Post Office on Workplace CultureSmith recounts a recent trip to the post office that included an uncomfortable, embarrassing, and public exchange between two employees.
GradingApr 07, 2026
GIA CFO David Tearle to Retire in June John Cowley, who has more than 30 years of experience, is succeeding Tearle as the lab’s chief financial officer.
CollectionsApr 07, 2026
Nerd Out Over Gemology Geek’s First Jewelry CollectionFounder Erica Silverglide has designed 35 colorful pieces set with fluorescing gemstones for the brand's first finished jewelry offering.
CollectionsApr 07, 2026
Ukrainian Jewelers Highlighted In New Book“Ukrainian Jewelry | Contemporary Jewelry and Art Jewelry from Ukraine” features 33 contemporary Ukrainian designers and studios.
CollectionsApr 06, 2026
Fope’s New Jewelry Debuts Are Golden“The Golden Now” campaign celebrates the here and now with the brand’s signature styles and a selection of its new pieces.
MajorsApr 06, 2026
Kecia Caffie, Corinne Bentzen No Longer With Signet JewelersSignet confirmed that Caffie, president of Zales and Banter, and Bentzen, who headed Blue Nile, have left the company.
CollectionsApr 06, 2026
Historian Tanzy Ward Pens Book on Black Victorians’ JewelryThe antique jewelry dealer talks about the importance of including Black Americans in jewelry history and preserving their stories.
SourcingApr 06, 2026
Gemfields Reports $51M Loss in 2025Both its mines faced challenges last year, from operational issues to disruptions in the market.
CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
MajorsApr 03, 2026
Saks Global Says It Will Emerge From Bankruptcy This SummerThe luxury retailer, which went Chapter 11 in January, announced Thursday that it has secured $500 million in exit financing.
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer BallroomThe NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.
