The MX brand under MRISSTIME collaborates extensively with BAYC on the numbered #3540 and #4949 editions, unveiling a collection of joint timepieces that marks the perfect fusion of digital art and fashionable watches.
MRISSTIME is a globally renowned watchmaking brand and is part of the SWISSTIME Group. SA, founded in 1978 with its headquarters in Lausanne, Switzerland. To meet the demands of a younger, more diverse, and individualistic consumer base, the SWISSTIME Group. SA, steeped in a rich historical heritage, embraces a youthful attitude with a trendy posture. Under the MRISSTIME umbrella, the group has established the affiliated brand MX, as a carrier of fashionable style, and simultaneously introduced high-quality, cost-effective products. This strategic move positions the brand, with nearly a century of history, to align more closely with a younger demographic.
The MX brand was founded in 2008 by the renowned Swedish designer Jonas Wagell. His MX series watches have garnered numerous awards in design competitions. Now, the MX series design by Jonas Wagell joins forces with MRISSTIME, becoming one of its affiliated brands.
BAYC stands as one of the world's most expensive and influential digital collectibles today. Recognized as the 'hottest monkeys globally,' it comprises 10,000 distinct ape avatars, each characterized by unique expressions, postures, and attire. BAYC has garnered widespread acclaim from numerous global brands and trendsetters.
In recent years, cross-industry collaborations have become increasingly commonplace, losing some of their initial luster and failing to easily resonate with users. Against this backdrop, the collaboration between MX and BAYC not only innovates the traditional model by bridging the virtual and real worlds but also demonstrates how digital collectibles can empower brands on a commercial level. The partnership addresses the challenge of perceptibility in marketing for digital collectibles, bringing the seemingly mundane Bored Ape digital collectibles from Web3.0 into the real world, fostering intimate interactions with watch collectors.
In the current landscape where cross-industry collaborations have become less novel and users are more discerning, the MX and BAYC collaboration stands out. By not only transcending the virtual and real realms but also innovating the collaboration model, it successfully commercializes the integration of digital collectibles with brand marketing. Simultaneously, this collaboration addresses the challenge of attracting attention to digital collectibles in marketing, as the Bored Ape digital collectibles created with Web3.0 technology step into the real world, engaging in close interactions with watch collectors.
In addition, MX will integrate MX-BAYC digital collectibles with real-world experiences and benefits, offering users opportunities to participate in co-creation activities, offline events, and gain access to limited edition merchandise and customized products. These scarce and engaging experiences not only bring users closer to the brand but also directly lead to increased attention on the brand and its products.
The collaboration between MX and BAYC not only enhances recognition in the virtual world but also elevates the brand's influence in the real world. Unlike conventional IP collaborations where brands are limited to using or replicating specific images, this collaboration reflects a distinctive decentralized characteristic. Leveraging the business licensing model pioneered by BAYC's parent company, Yuga Labs, MX not only acquires virtual assets but also has the flexibility to redesign and re-create them. Thus, inspired by the collaborative BAYC, MX introduces several new images, including styles such as Burst Eye Spiderweb, Laser Eye, Sailor Banana, Pizza Polka Dot, and more.
As a proactive innovator in marketing, new brands continually explore novel strategies. In such an environment, MX, as the newly launched brand under MRISSTIME, remains at the forefront of marketing innovation. With a core emphasis on a trendy attitude, MX promotes a state of mind that rejects mediocrity while embracing trends and fashion. BAYC and MX both symbolize a lifestyle rooted in the spirit of the trend, sharing a consistency in their ethos and cultural significance.
Emerging brands have consistently been pioneers in marketing innovation, perpetually creating new strategies to stay ahead. In such an environment, MRISSTIME's newly launched brand, MX, continues to hold a pioneering position. The cultural essence of the MX brand revolves around uniqueness, dedicated to embodying a brand spirit that embraces trends, fashion, and rejects mediocrity. Both BAYC and MX represent the lifestyle of trends, and there is a high degree of alignment and resonance in their ethos.
Considering the current landscape, the momentum of digitization is unstoppable. In the realm of art, technological innovations have propelled significant advancements over the past few centuries, especially with the production of oil painting pigments and the emergence of perspective principles. These innovations have led to groundbreaking works of art by masters such as Van Gogh and Qi Baishi, which are highly revered, yet physical ownership of their original works is limited to a few. Leveraging blockchain technology, these art pieces can transcend global geographical limitations, enabling more widespread trading and collection. Moving forward, MX will continue to focus on digital collectibles that resonate with young consumers, possess iconic attributes, and engage in more collaborative explorations to create a hyper-realistic experience for watch enthusiasts.
The collaboration between MX and BAYC not only explores new models of IP collaboration in the Web 3.0 era but also intimately connects with current trends, capturing the pulse of fashion and further deepening the concept of trendy timepieces.