A new collaboration between watchmaker, TIMEX, and Bored Ape Yacht Club (BAYC) was announced at Art Basel last week.

Owners of a Bored Ape or Mutant Ape NFT are able to buy one of the 500 TIMEX watches, with their Ape to be printed on the physical watch face.

Let's discuss some of the bad and the good parts of this collab.

The bad

This is yet another collaboration which is limited to people who own an NFT from one of the most expensive collections available - some would say a BAYC NFT is financially unattainable for them.

The counter point, though, is that that's pretty much the whole point of building BAYC into the valuable brand it's become.

The reason BAYC NFTs are so expensive is because there's a ton of demand. And projects like this are one of the reasons why the price of each NFT is sky high.

The good

Here's another example of an old school company moving from physical products into the 'phygital' world. Sure, having a Bored Ape as your Twitter profile pic is cool, representing it offline could be the next big wave.

While Tag Heuer and Breitling have both jumped into the world of Web3 - Tag Heuer allowing users to view their digital assets on the smartwatch, and Breitling with their 'proof of ownership' NFTs - TIMEX has paved its own unique path.

We're yet to see which strategy consumers like best in the end, but the more innovative approaches that exist, the better.

Let's watch and see how this one play out (accidental pun, leaving it in).