The world of luxury watches is changing. NFTs are making a spectacular entrance into the watch industry, disrupting established codes and opening up new perspectives for collectors. Dive into a world where virtual meets watchmaking excellence.
World's Oldest Jewelry Store Launches NFT Watches
Beyer Watches & Jewellery, located in Zurich, is not your average brand. Founded 262 years ago, it holds the title of the oldest jeweller in the world. However, this venerable institution does not hesitate to reinvent itself and embrace the most avant-garde technologies.
In April 2022, Beyer surprised everyone by launching the Time Warp Collection, a series of 30 virtual NFT watches designed by four renowned designers. This bold initiative makes Beyer the first jewelry store to offer NFT watches, marking a turning point in the watch industry.
The originality of the approach does not stop there. In order to make these unique pieces accessible to as many people as possible, Beyer has chosen to market them both in cryptocurrency (Ethereum) and by classic bank card. A decision that demonstrates the desire to democratize access to these new collector's items.
A two-stage launch that is causing a stir
The Time Warp Collection was launched in two distinct phases, each of which was met with overwhelming success:
The “Genesis Drop” saw the first 100 NFT watches go on sale at a unit price of €380. A special feature of this first wave was that buyers did not know in advance which model they would receive. This virtual “Mystery Watchbox” generated real excitement, with the 100 copies being snapped up in just a few minutes.
The second launch phase, scheduled for June 29, put 382 additional NFTs on the market, this time at a price of €800 each. A higher price that did not dampen the enthusiasm of collectors, quite the contrary.
Behind the scenes of creation: meeting with Simon Husslein
Among the four designers selected by Beyer to bring this unique collection to life, Simon Husslein occupies a special place. This German-Swiss designer, already recognized for his collaborations with prestigious brands such as Nomos, Braun and Ventura, shares his thoughts on this innovative project.
Cinematic inspiration
For his first creation, Husslein was inspired by a mythical object from the seventh art: the watch appearing in Quentin Tarantino's film Pulp Fiction. This piece, loaded with history and emotion in fiction, nevertheless only exists in a single copy in the real world. The idea of reproducing it in the form of an NFT, thus allowing millions of fans to own a virtual “copy”, seemed obvious.
The Impossible Watch: Continuum
Husslein’s other flagship creation for the Time Warp collection bears the evocative name “Continuum.” It is a watch made entirely of a single continuous thread, forming the case, bracelet, dial and hands. This constantly moving, spider-web-like structure pushes the boundaries of what is possible in watchmaking.
While the physical realization of such an object remains theoretically possible thanks to 3D printing, it would come up against insurmountable technical obstacles. This is precisely where the interest of NFT watches lies: they make it possible to bring to life watchmaking concepts that were previously unrealizable.
Technology at the service of watchmaking creation
To bring his virtual creations to life, Simon Husslein exploited the possibilities offered by virtual reality. Equipped with a VR headset and using Gravity Sketch software, the designer was able to literally sculpt his watches in virtual space. This innovative approach offers unprecedented creative freedom, freeing him from the physical constraints inherent in traditional watchmaking.
3D objects in a still 2D world
While the NFT watches in the Time Warp collection are designed as three-dimensional objects, their current representation still faces the technological limitations of NFT exchange platforms. To overcome this constraint, the creations are presented in the form of 360° rotating animations, thus offering a complete view of each piece.
NFTs: More Than Just a Passing Trend
Beyond the innovative and fun aspect of NFT watches, Simon Husslein sees in this project the beginnings of a real revolution in the world of watchmaking and, more broadly, in our relationship with luxury objects.
Digital identity, a new field of expression
Like fashion accessories in the physical world, NFTs are set to become strong markers of our identity in the digital universe. Owning a rare or unique NFT watch will allow you to assert your personality and tastes in the metaverse, this rapidly expanding virtual space.
A new Eldorado for designers and brands
The rise of NFTs opens up fascinating possibilities for the luxury industry. Major watch brands could soon offer virtual limited editions, giving their customers a new way to collect and display their favorite pieces.
Towards a redefinition of value
The emergence of NFT watches raises fascinating questions about the very notion of value in the world of luxury. Could a unique virtual watch one day reach, or even surpass, the price of an exceptional mechanical timepiece?
Beyer's Time Warp Collection project undeniably marks a turning point in the history of watchmaking. By merging the centuries-old expertise of a prestigious house with the most advanced technologies, it paves the way for a new era where the virtual and the real coexist harmoniously. NFT watches are perhaps just the tip of an iceberg that could well revolutionize our relationship with time, luxury and our digital identity.
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