KEY POINTS
Phygital watch company Monovant has collaborated with virtual design studio NTZNS to create limited-edition digital wristband watches for the metaverse.
These digital watches will be available in three designs — rainbow adorned with the NTZNS logo, as well as silver and gold editions featuring the Monovant logo — and can be worn by users’ avatars within Zepeto.
There will also be a physical version of these watches limited to only 99 pieces, which can be purchased through Monovant’s website. The launch of both the digital and physical versions will happen on April 24, 2024.
Monovant is known for being the first watch brand to offer digital versions of its watches compatible with various metaverse platforms, including Decentraland, Roblox, and Ready Player Me.
Nonetheless, this is not the first example of a company bringing watches into the metaverse. Last year, Casio opened a virtual store where users could customize and purchase digital G-SHOCK watches for their avatars in VRchat.
Such initiatives underscore the growing trend of “phygital” releases, catering to the increasing desire for self-expression in the virtual domain.
According to a recent report from Roblox, which surveyed 1,545 Gen Z users, 56% prioritize styling their avatars over their physical appearance, while 84% recognize the importance of digital fashion.
Moreover, 84% acknowledged that their avatar’s style influences their real-life fashion choices. This trend presents an opportunity for fashion brands, as many users are likely to consider a brand in the real world after having a positive experience with their virtual products.
