TOKYO — In a bold move to bridge its iconic G-Shock watch brand with the emerging metaverse, Japanese electronics powerhouse Casio is set to launch “Virtual G-Shock,” a blockchain-powered community-driven initiative in collaboration with Polygon Labs.
The inaugural phase of this groundbreaking journey involves the distribution of 15,000 G-Shock Creator Pass NFTs, freely mintable by enthusiasts. These unique NFTs grant holders exclusive access to the program’s newly unveiled Discord channel, where they can partake in a collaborative design competition to conceptualize a variant G-Shock pass. The ultimate winner will be determined through a community vote.
Scheduled for rollout this month via Casio’s official website, the NFT claim window is divided into two phases. The initial opportunity will be open to users possessing a Casio ID, running from September 23 to 26. Subsequently, a public mint will be accessible from September 26 to 29. Notably, these NFTs will be minted on Polygon, an Ethereum scaling network.
Takahashi Oh, senior general manager of Casio’s timepiece division, emphasized the motivation behind this pioneering initiative: “In recent years, with the proliferation of the decentralized internet known as Web3, there has been an upsurge in demand for immersive experiences within virtual realms. We have launched this endeavor to extend the reach of the G-Shock brand by establishing connections with previously untapped demographics.”
Oh expounded that Casio envisions a fusion of its illustrious G-Shock watch brand, which has seen over 100 million units sold since its inception in 1983, with the metaverse and interactive online domains. This NFT-centered venture serves as a catalyst for the collaborative development of wearable accessories within the G-Shock community.
He went on to say, “The co-creation embedded within the Virtual G-Shock Project seeks to augment the presence of the G-Shock brand in the virtual and Web3 realms, fostering a culture of wristwatch wearing within the digital expanse.”
“For instance, within a metaverse intertwined with NFTs, we aspire to materialize a scenario where numerous avatars sport wristwatches and G-Shocks, reminiscent of the tangible world,” Oh elaborated. “To bring this vision to fruition, we aim to cultivate virtual enthusiasts through this co-creation project and amplify the network of collaborators in pursuit of the future that Virtual G-Shock endeavors to construct.”
This groundbreaking approach of implementing Web3 loyalty programs with co-creation elements bears semblance to strategies employed by other prominent brands like Lacoste. Tommy Hilfiger, in a similar vein, engaged in an AI design competition in collaboration with DressX during March’s Metaverse Fashion Week. Notably, Polygon, the chosen Ethereum scaling network for Casio’s initiative, has attracted notable brands such as Adidas, Nike, and Starbucks for ventures on its platform.
