Watch brand Timex is launching one-of-a-kind exclusive watches and NFT digital cufflinks available to owners of the Bored Ape Yacht Cub NFT or sister brand Mutant Apes.

Only 500 custom watches will be created using the design of the NFT owners with personalizations related to the case, strap and engravings.

“Timex enters Web3 by keeping creativity and community at the forefront,” said Shari Fabiani, senior vice president of global marketing and creative services for Timex Group. “In partnership with the BAYC community, we are redefining and pushing the boundaries of physical, virtual and now phygital products.”

The collaboration involved web3 firm Daz3D and various members of Bored Ape. This type of offering is made possible by the flexible intellectual property rights associated with BAYC NFTs, which include providing the NFT holder the right to exploit their NFT commercially.

Combined with BAYC’s distinctive culture, that has meant multiple record labels have relied on BAYC NFTs, including Universal Music’s KINGSHIP, which used its four BAYC characters in an M&M promo.

Other brands turned to the BAYC community for releases, including Adidas when it made its entry on web3.

Timex is not the only watch brand targeting NFT holders. Tag Heuer took a more technology-rich approach by creating a digital watch with a built-in NFT wallet that displays the NFT on the watch face and can therefore be changed.

Despite the slowdown in cryptocurrency, the floor price for BAYC NFTs is still quite high at 67 ETH or $85,000. The fact that numerous celebrities have purchased NFTs helps. In ETH terms, the price is down 57% from its all-time high in early May, but in dollar terms, it is less than a quarter of the May value.