# Phygital Luxury Watch Releases M/M (Paris) Partners with ANIOCRN to Launch Timepiece Capsule By Niko Pajkovic | Published 2021-12-06 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/mm-paris References: [hypebeast](https://hypebeast.com/2021/12/mm-paris-anicorn-watches-luxury-nft-collaboration) & [anicorn-watches](https://www.anicorn-watches.com/collections/mm-paris) Art and design studio M/M ([PARIS](https://www.trendhunter.com/trends/sun-poem)) has teamed up with watchmaker [ANICORN](https://www.trendhunter.com/trends/time-for-fun) to launch its first-ever collection of timepieces, and NFTs dubbed '2.' The unique "phygital" collection consists of five one-of-a-kind luxury pieces, including watches, a ping pong set, a silk square, a puzzle, two statement tees, and three exclusive NFTs, all of which are intended to represent the world of M/M (PARIS). The three models, playfully named '2HAPPY,' '2LAZY,' and '2BUSY,' are designed to "tell both time and stories." Delivered in M/M (PARIS)'s signature typography, these timepieces feature a 3D dial showcasing a display of mini sculptures on the wearer's wrist. These three luxury watches will also arrive as an NFT release, allowing shoppers to own both a physical and digital version of the timepieces. Image Credit: M/M (Paris) ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 67% | Activity: 35% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Watches](https://www.trendhunter.com/watches) ## Key Themes ### What's Driving This Trend - **Phygital Collections:** Businesses can create unique, interactive collections that bridge the physical and digital worlds, offering customers both a tangible and digital experience. - **Luxury Nfts:** Luxury brands can leverage the growing popularity of NFTs to create unique, limited edition digital assets that complement exclusive physical products. - **Personalized Luxury:** Customized luxury products, such as M/M (PARIS)'s unique timepieces, allow consumers to have a more personal and intimate relationship with luxury brands. ### Who This Affects Most - **Luxury Watchmaking:** Watchmakers can explore new ways to incorporate technology and personalization into their designs, creating unique experiences for customers like ANICORN's 'phygital' watches. - **Art and Design:** Art and design studios can collaborate with luxury brands to create unique collections that showcase their signature style and offer customers a complete brand experience. - **Fashion and Apparel:** Luxury fashion brands can expand their offerings beyond traditional clothing and accessories, creating unique products like M/M (PARIS)'s statement tees with bold typography that align with their brand image. ## Related on Trend Hunter - [Digital-First Luxury Apparel](https://www.trendhunter.com/trends/mmerch-1.md) - [Streetwear-Inspired Watch Collabs](https://www.trendhunter.com/trends/audemars-piguet-x-kaws.md) - [Haute Fashion Digital Watches](https://www.trendhunter.com/trends/timex-x-mm6-maison-margiela-collection.md) - [Golden Luxe Digital Watches](https://www.trendhunter.com/trends/mm6-maison-margiela-x-timex.md) - [Web3-Integrated Luxury Timepieces](https://www.trendhunter.com/trends/franck-muller-solana-watch.md) - [Blockchain-Connected NFC Watches](https://www.trendhunter.com/trends/the-cographix.md) - [Luxury NFT Drops](https://www.trendhunter.com/trends/prada-nft.md) - [Phygital Luxury Trunks](https://www.trendhunter.com/trends/treasure-trunks.md) - [Precision Time Collabs](https://www.trendhunter.com/trends/ulysse-nardin-x-urwerk.md)