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
CrimeFeb 13, 2026
JSA Offering $10K Reward in Nancy Guthrie Case Guthrie, the mother of “Today” show host Savannah Guthrie, was abducted just as the Tucson gem shows were starting.
IndependentsFeb 13, 2026
97-Year-Old New Mexico Jewelry Store To CloseButterfield Jewelers in Albuquerque, New Mexico, is preparing to close as members of the Butterfield family head into retirement.
CollectionsFeb 13, 2026
A ‘Rosebud’ Necklace for Valentine’s DayPaul Morelli’s “Rosebud” necklace, our Piece of the Week, uses 18-karat rose, green, and white gold to turn the symbol of love into jewelry.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
MajorsFeb 13, 2026
JFC Announces New BeneficiariesThe nonprofit has welcomed four new grantees for 2026.
Weekly QuizFeb 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsFeb 12, 2026
These 8 Saks Fifth Avenue Stores Are ClosingParent company Saks Global is also closing nearly all Saks Off 5th locations, a Neiman Marcus store, and 14 personal styling suites.
CollectionsFeb 12, 2026
British Museum Raises $5M to Keep Jewel Linked to Henry VIII, Katherine of AragonIt is believed the 24-karat heart-shaped enameled pendant was made for an event marking the betrothal of Princess Mary in 1518.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
SourcingFeb 12, 2026
‘Cotton Candy’ Necklace, 35-Carat Kunzite Win 2025 ‘Buyer’s Choice’ AwardsThe AGTA Spectrum and Cutting Edge “Buyer’s Choice” award winners were announced at the Spectrum Awards Gala last week.
Events & AwardsFeb 12, 2026
Kering Opens Entries for 2026 Sustainability-Focused AwardThe “Kering Generation Award x Jewelry” returns for its second year with “Second Chance, First Choice” as its theme.
TrendsFeb 11, 2026
Halle Berry’s Retro Engagement Ring Is a Sapphire-Set StunnerSourced by For Future Reference Vintage, the yellow gold ring has a round center stone surrounded by step-cut sapphires.
MajorsFeb 11, 2026
Francesca’s Files for Chapter 11 Bankruptcy AgainThe clothing and accessories chain announced last month it would be closing all of its stores.
CollectionsFeb 11, 2026
Zales Turns Sweethearts Into Jewelry for Valentine’s Day CollectionThe “Zales x Sweethearts” collection features three mystery heart charms engraved with classic sayings seen on the Valentine’s Day candies.
Events & AwardsFeb 11, 2026
TJS Announces Roundtable, Launches New AppRegistration is now open for The Jewelry Symposium, set to take place in Detroit from May 16-19.
SourcingFeb 10, 2026
At Meeting in South Africa, Support for Natural Diamonds Picks Up Steam Namibia has formally signed the Luanda Accord, while two key industry organizations pledged to join the Natural Diamond Council.
TrendsFeb 10, 2026
Bad Bunny Wears Football-Shaped ‘Desert Diamond’ for Halftime PerformanceLady Gaga, Cardi B, and Karol G also went with diamond jewelry for Bad Bunny’s Super Bowl halftime show honoring Puerto Rico.
SurveysFeb 10, 2026
Shoppers to Spend Big on Jewelry This Valentine’s Day, Says NRFJewelry is expected to be the No. 1 gift this year in terms of dollars spent.
FinancialsFeb 10, 2026
Kering Plans Transformation as 2025 Sales Sink 13%As star brand Gucci continues to struggle, the luxury titan plans to announce a new roadmap to return to growth.
SourcingFeb 10, 2026
AGTA To Debut ‘Stuller Color of the Year’ Spectrum Awards CategoryThe new category asks entrants for “exceptional” interpretations of the supplier’s 2026 color of the year, which is “Signature Red.”
Policies & IssuesFeb 09, 2026
U.S., India Trade Deal One Step Closer to Being FinalizedThe White House issued an official statement on the deal, which will eliminate tariffs on loose natural diamonds and gemstones from India.
Events & AwardsFeb 09, 2026
JA Now Accepting Entries for 2026 CASE AwardsEntries for the jewelry design competition will be accepted through March 20.
IndependentsFeb 09, 2026
James Free Jewelers Unveils Revamped FlagshipThe Ohio jeweler’s new layout features a curated collection of brand boutiques to promote storytelling and host in-store events.
TrendsFeb 09, 2026
These 14 Jewels Will Melt Your Heart This Valentine’s DayFrom heart motifs to pink pearls, Valentine’s Day is filled with jewelry imbued with love.
CrimeFeb 06, 2026
Florida Man Sentenced After Selling Fake Native American Jewelry for a Decade Prosecutors say the man attended arts and craft fairs claiming he was a third-generation jeweler who was a member of the Pueblo tribe.
FinancialsFeb 06, 2026
Pandora’s North America GM Departs Amid Executive ChangesNew CEO Berta de Pablos-Barbier shared her priorities for the Danish jewelry company this year as part of its fourth-quarter results.
TrendsFeb 06, 2026
Margot Robbie, Jacob Elordi Wear Matching Cece Jewellery Signet RingsOur Piece of the Week picks are these bespoke rings the “Wuthering Heights” stars have been spotted wearing during the film’s press tour.
MajorsFeb 05, 2026
Pandora to Begin Selling Platinum-Plated JewelryThe introduction of platinum plating will reduce its reliance on silver amid volatile price swings, said Pandora.
