In today's world of rapid globalization and digitalization, the trend of traditional brands seeking cross-border cooperation to attract the younger generation of consumers is becoming more and more obvious. When the Swiss high-end watch brand MRISSTIME and its sub-brand MX meet the Web3 street fashion brand HAPE, the collision between the two is not only a fusion of design, but also an exchange of ideas and technological innovation under two different cultural backgrounds.
Founded in 1978 , MRISSTIME is one of the world's leading watch brands . Its younger sub-brand MX has gradually emerged in recent years. MRISSTIME has always adhered to the fine traditions of the Swiss watchmaking industry - precision, reliability, and beauty. On this basis, it continues to innovate and strives to bring consumers better product and service experience.
HAPE was born in the UK. It is a 3D fashion IP created in 2022 by the world-renowned British art team Digimental Studio, which is based on a monkey and combines the three elements of "street", "fashion" and "art". HAPE is independently operated by Hape Labs, and in 2024, it derived the trend brand Hape Prime representing "street fashion". As a revolutionary art NFT IP in the digital age, HAPE® has rapidly expanded from London to the world through amazing 3D rendering aesthetics, and quickly captured more than one million fanatical fans around the world in a short period of time. In 2024, HAPE® began to expand its promotion and layout in the Asian market, further consolidating its position in the global trend field.
With the rise of blockchain technology and the concept of NFT (non-fungible tokens), the art market is undergoing an unprecedented transformation. For brands with creative content like HAPE, Web3.0 provides new opportunities to expand their influence and build closer community connections. By combining physical goods with virtual assets, it can not only enhance the added value of the product, but also allow users to participate in the entire creative process and form a stronger emotional bond.
Each MRISSTIME and HAPE co-branded watch is equipped with a unique NFT. NFT is generated based on blockchain technology, ensuring the authenticity and uniqueness of each watch.
In addition, each watch has NFC encryption authentication and technologically encrypted inductive anti-counterfeiting NFC chip, which greatly enhances the anti-counterfeiting performance of the product.
In this joint series, each watch is a carefully crafted work of art. From the choice of case material to the design of the dial pattern to the matching of strap colors, all of them reflect the attention to details and the pursuit of perfection of both teams. More importantly, these watches carry the common values of the two brands - innovation, freedom, and uniqueness.
The cooperation between MRISSTIME and HAPE symbolizes the perfect combination of traditional craftsmanship and modern art. MRISSTIME's exquisite craftsmanship ensures the high quality of each watch, while HAPE's trendy elements give them more vitality and personality. Such cooperation not only creates products with collection value, but also conveys a positive and self-expressive attitude to the wearer.
As a trendy IP originating from the UK but facing the world, the cooperation between HAPE and the Swiss watch brand MRISSTIME is not just a simple superposition of two classic brands, but also marks a new cooperation model - how to find the balance between tradition and innovation in a digital age full of uncertainty. In this process, both parties have shown great openness and creativity, and jointly created a new trend.
By embracing Web 3.0, MRISSTIME and HAPE not only provide consumers with more attractive products, but also provide valuable experience for other traditional brands on how to better adapt to rapidly changing market demands, setting an example worthy of reference for the entire industry.