Timex are going more inclusive. No, we never thought they were excluding anyone on the basis of income, race, sexual preference or gender either, but there y’go, wokeness is the main thing to brag about online these days.
Basically there is a new collection from Timex and yep, that’s always worth a look because the NWC mag loves the retro revival work Timex has been doing recently. Here’s the PR blurb;
Timex®, a world leader in watchmaking, introduces its Spring/Summer seasonal collections, which were designed at the Giorgio Galli Design Lab in Milan, Italy.
The Spring/Summer 2021 collection includes expanded product lines and several bold new designs that embody the spirit of the brand’s We Don’t Stop™ campaign, paying tribute to the brand’s 167-year legacy of grit and perseverance while also speaking to its strides toward a brighter, stronger and more inclusive future.
The Spring/Summer 2021 season is about strength and perseverance. This collection was designed with optimism and passion, building on our foundation, reimagining past eras and eliciting thoughtful interpretations of brighter days ahead,” said Giorgio Galli, Chief Executive Creative Director of Timex Group.
Arguably the season’s biggest addition is a total refresh of the iconicWaterbury Traditional collection where past meets future. The range features all-new case designs, new dials and a stylized Waterbury Watch Company motif throughout all the new watches in the range including automatic, quartz, three-hand, GMT and chronograph watches.
Adding to the women’s portfolio is the new Timex Malibu Collection with a splash of surf-to-street styling. Inspired by the colors of the ocean and the beaches of Malibu, this collection stands out with a playful color palette of coral and turquoise, perfect for that transition from spring to summer and available in select styles across the Q Timex, Waterbury Boyfriend Legacy and Transcend collections.
RETRO Q RANGE EXPANDS IN THE USA
Expanding on the often-sold-out Q Timex franchise are new diver-inspired seasonal colors to meet consumer demand and compliment the original 1979 reissue.
Also making its debut is the forthcoming Q Timex 1978 Reissue, delivering understated retro refinement and complimenting the December US release of the Q Timex 1975 Reissue, now available globally.
Timex will also expand its most popular offerings with a new red and black take on the popular M79 Automatic, and will expand the Navi XL Automatics with the timeless and archival trend of double-layer fabric slip-thru straps. fresh colors and styles are coming across Essex Avenue with its oversized 44mm case, Harborside Coast with its rotating bezel and date magnifier and the Standard with classic looks and a traditional oversized crown — a nod to our original wristwatch.
Also, new this season is Timex Pay, powered by Tappy, a new evolution of secure contactless pay, simply tap and go! With all of the technology in the strap, no batteries or charging are required to use Timex Pay. Pair a Timex Pay strap with your favorite watch and your Chase Visa® Credit or Debit card for an easy way to pay without sacrificing your favorite looks. Timex Pay can be used anywhere contactless payments are accepted.
On the more progressive and future-focused front, Timex is still pushing into new territory with long-time partners and compelling new collaborations will continue to flow throughout 2021, including streetwear brands and avant-garde designers as well as all-American mainstays and nostalgia icons.