DIESEL VERT
EXPERIENCE

A product launch that became a world you could enter
DIESEL VERT – BORN VIRTUALLY, SHAPED BY YOU.

Developed by Glenn Martens, VERT was the first Diesel Watch born in Virtual Reality, by using new Forms of 3D concepting in the Design Process. Each Diesel Vert Watch ensured access to a limited edition NFT evolving over time. NFT owners were also granted a premium experience in the Vert Metamorph Experience, with special character skins and enhanced gameplay. Visually, the world draws from cinematic VFX and game design—placing users inside a surreal landscape where time has stopped, and progress depends on collective action. The final reveal is not a product drop, but a moment earned through participation, culminating in a shared live event.

Most launches create attention. This one created participation. The Diesel Vert Experience turns a product drop into an interactive world—blending game mechanics, digital environments, and physical retail into one connected system. The watch becomes a key. Users enter a shared space, take on challenges, and collectively unlock the story behind the product. Instead of explaining features, the experience is built around action. People don’t observe the campaign—they activate it.

Retail becomes part of the gameplay. Digital becomes social. The launch becomes something you’re inside of. A shift from announcing products to creating worlds people engage with.

The focus of the VERT experience was a digital and gamification approach combined with a retail experience for a seamless link between online and offline experiences. The virtual world is shaped by VERT design details with breathtaking scenery and a sprawling environment where visitors will move through various challenges with their A:VERT:AR (avatar) to reactivate time in a fictional land called Tempus where time has stopped. Vert holders and Diesel fans globally are invited to experience an unseen narrative-driven brand experience – the Diesel VERT Experience – to take part in a multi-layered, interactive journey inspired by the collection.

Online Users interact with their avatar together with Players in Interactive retail installations based in selected Diesel stores globally-including Paris, New York, Barcelona, Las Vegas and Tokyo. The focus of the VERT experience is digital combined with a gamification approach in retail for a seamless link between online and offline experiences. The project was presented for the first time during the Diesel fashion show at Milan Fashion Week 2023.

The experience culminates in a virtual concert celebration with artist Lil‘ Dre at the completion of the quests. 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 organised by Public Pressure. Holders also received priority access to one of the limited edition watches in the new Vert collection.

This Web3 Experience is a groundbreaking culmination with the launch of Vert, a timepiece collection that bridges the gap between the physical and digital worlds and redefines conventional design. The new collection comes with NFT (non-fungible token) avatars. In addition, an immersive virtual world of the same name invites the Diesel community and pushes the boundaries of reality, engages the senses and inspires the imagination.