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.
More on Technology
The Latest
TrendsJul 10, 2026
Jade Trau Creates a Constellation of DiamondsThe “Constellation Plié” collar, our Piece of the Week, features diamonds arranged in a constellation of shining stars.
SourcingJul 10, 2026
CFO of De Beers’ Consumer-Facing Division Leaves Company Shaun Wills joined the company in 2024 and was chief financial officer of the De Beers Brands and Consumer Markets division.
WatchesJul 10, 2026
Brilliant Earth Expands Into WatchesIn honor of its 20th anniversary, the jewelry brand has released a limited-edition collection of Swiss-made timepieces.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
CollectionsJul 09, 2026
Boucheron’s New High Jewelry Collection Is an Ode to the Human Touch“Human Being” highlights the similarities and differences between us through five sets of jewelry that celebrate fine craftsmanship.
Weekly QuizJul 09, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesJul 09, 2026
Damiani Group Finalizes Acquisition of Baume & MercierRichemont will continue to provide operational services for the watch brand for a period while the group prepares to integrate it.
AuctionsJul 09, 2026
Pharrell Williams’ Joopiter Hires Former Bonhams Exec to Head New Watch DivisionNate Borgelt will lead the digital auction house and content platform’s new division as head of watches.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
Events & AwardsJul 09, 2026
Halstead Names 2026 Grant WinnerEnoch Platero, founder and designer behind Enoch Michael, is the first Native American jeweler to win the award.
Events & AwardsJul 09, 2026
AGS, GIA Name 2026 Beatrice Shipley Scholarship WinnerAGS also announced the recipient of its “Women in Leadership” scholarship.
MajorsJul 08, 2026
Kendra Scott Joins ‘Shark Tank’ As Permanent Investor The founder of the billion-dollar jewelry and lifestyle brand will debut as a full-time “Shark” on the upcoming season of the show.
SurveysJul 08, 2026
Signet Jewelers Falls 5 Spots on NRF’s ‘Top 100’ Retailers ListPlus, why retailers should be ready to adjust as the U.S. population may decline this year for the first time since the Great Depression.
CrimeJul 08, 2026
Here’s What Thieves Stole From the Lalique Museum René Lalique’s “Woman Dragonfly With Open Wings” pendant, the first piece the museum acquired, was one of the jewels taken.
MajorsJul 08, 2026
Richline Group Promotes 2 ExecsArien Gessner and Moss Makhoulian have been elevated into newly created roles.
ColumnistsJul 07, 2026
Peter Smith: Diamond Branding and the Origin ParadoxA podcast prompted Smith to share his views on where origin fits into the natural diamond story and the viability of branded diamonds.
Events & AwardsJul 07, 2026
JA Announces 2026 Impact Initiative RecipientsThe association selected eight recipients for the funding program, which is in its second year.
TrendsJul 07, 2026
Amanda’s Style File: Ruby, White and Blue Whether celebrating America’s 250th birthday or the USA’s World Cup run, July birthstone jewelry can double as a patriotic accessory.
CrimeJul 07, 2026
Thieves Steal Millions in Jewels From France’s Musée LaliqueAround 20 pieces of jewelry were stolen from the museum dedicated to French jeweler and glassmaker René Lalique.
CollectionsJul 07, 2026
Robinson Pelham Is Partying Like It’s 1996The “Summer of ’96” campaign and collection celebrate the year the brand was founded for its 30th anniversary.
SourcingJul 06, 2026
Gemfields CEO Sean Gilbertson Steps DownAfter eight years, Gilbertson is leaving his post at the mining company, which is currently facing a slew of operational challenges.
IndependentsJul 06, 2026
Bachendorf’s To Open Fifth Store In DallasThe new location is set to open this winter, featuring the retailer’s first rotating jewelry designer residency.
MajorsJul 06, 2026
Graff Names BTS Star Jung Kook as New AmbassadorThe pop artist appears in the latest campaign for the “Laurence Graff Signature” collection.
CollectionsJul 06, 2026
Pandora’s New Baroque Pearl Collection Is a Whimsical ‘Wonder’One-of-a-kind pearls take the shape of ice cream cones, frogs, submarines, and other imaginative charms.
SourcingJul 02, 2026
London Diamond Bourse Elects First Female PresidentCharlotte Rose said her election is “a sign that this is an industry capable of change.”
Supplier BulletinJul 02, 2026
Elevating Retail Showcases with Today's Necklace & Bracelet TrendsSponsored by Rio Grande Jewelry Supply
TrendsJul 02, 2026
Oscar Heyman’s Flag Brooch Celebrates AmericaThe American jewelry house, founded by Latvian immigrants, has been creating American flag brooches since 1917.
IndependentsJul 02, 2026
D. Geller & Son Partners with KSU Art Students on Store MuralThe artwork celebrates the Atlanta jeweler’s legacy and symbolizes its commitment to supporting local artists and its community.
