Aug 13, 2025
G-SHOCK Enters the Metaverse with The Sandbox
There was a period of time in 2020 and 2021 when it felt like you couldn’t have a conversation with someone without hearing about cryptocurrency, the blockchain, or the metaverse. I mean, Facebook literally changed the name of the company to reflect what all signs pointed to being the future of the internet. Of course, watch brands got involved as well, with a variety of projects that sought to integrate watches (physical objects) with the digital world. I actually purchased a watch during that time period that, unbeknownst to me when I handed over the credit card, came with an NFT. The watch is gone, but somewhere on the blockchain, I guess, is an NFT tied to my watch and my watch alone. Thankfully, in my opinion, metaverse mania has slowed a bit in the watch world. It’s been a while since I saw a press release that really touted any sort of blockchain specific features. But last week, some news from G-SHOCK caught my eye. It’s not a new watch release, but rather the implementation of a new virtual G-SHOCK themed world in the metaverse, produced in partnership with The Sandbox. The Sandbox. I’ve learned, is a blockchain-based open world game that launched in November 2021. The Virtual G-SHOCK in The Sandbox project is effectively a G-SHOCK themed Sandbox experience, where you can purchase an avatar to play as based on classic G-SHOCK watch designs, play games that take you through G-SHOCK history. According to the brand, the gameplay involves “shock resistan...