Diesel is continuing its web3 project Metamorph with the launch of a timepiece collection called Vert where each watch comes with a digital collectible. It is also launching an immersive, virtual world with the same name.
The physical watch comes in five iteration, two of which are limited edition. They are described by Diesel Creative director Glenn Martens as recalling “vertebrae” or “bone structure.’
Purchasers will receive a code through which they can register for a corresponding NFT (nonfungible token). This will evolve or “metamorphosize” through three stages to become an avatar (known as an A:VERT:AR) which they can then mint. These avatars can be played in aforementioned virtual world through November 17.
Developed in partnership with Web3 creative agency Artificial Rome, the look of Metamorph’s “game-like” experience is derived from the design details of the Vert watch itself.
According to a press release, players will be tasked with various challenges to “reactivate time in a fictional land where time has stopped.” On completing said quests they get to attend a virtual concert by artist Lil’ Dre.
This tie-in with the music world follows on from Diesel‘s previous Metamorph NFT drop last month, part of an ongoing partnership with NFT music marketplace Public Pressure. The drop, a limited edition of 300, featured a soundtrack by composer Sejan Jansen and access to music events organized by Public Pressure. Holders also received priority access to one of the limited edition watches in the new Vert collection.
This link with the world of music aligns with a wider trend for fashion brands teaming up with music industry talent — not least Louis Vuitton which tapped Pharrell Williams as its menswear creative director earlier this year.
However, you don’t have to own a watch to take part in the virtual experience. Non purchasers will receive a base avatar with which to play. Diesel’s more inclusive Web3 strategy runs in marked contrast with Web3 initiatives from brands such as adidas which are limited to those who have purchased or acquired tokens.
The objective being to appeal to a wider audience beyond Web3 natives — driving forward Web3 adoption. Diesel parent company OTB Group launched its own metaverse division BVX in 2021 which is headed up by Stefano Rosso, board member of Diesel parent, OTB Group.
The Vert project is a partnership with Fossil