Digital watches were a huge thing back in the 1970s, to the extent where the Swiss watch industry was almost destroyed by the Japanese brands. The Japanese pioneers like Seiko and Casio were followed by US watch brands and even a few UK companies like Accurist finally jumped on the quartz/digital bandwagon.

The classic `TV dial’ digital watch design still looks cool today and you can add on some 1971 Coca-Cola advertising colours too, for that super retro touch. There are other watch designs in the Timex-Coke range too by the way.

The Indiglo lume button is a feature that we love at NWC mag too, just handy if you wake up in the night all dazed n confused.

Here’s the word from Timex;

Timex are pleased to announce a limited-edition collection of vintage-inspired watches, in partnership with Coca-Cola®. The capsule collection brings together two iconic American brands, Timex and Coca-Cola®, to herald an enduring message of tolerance and hope. Meant to inspire watch wearers around the world to make time for what matters – peace, love and harmony – Timex is releasing three commemorative styles, a Timex T80, a Timex Standard and the Q Timex, to celebrate Coca-Cola’s® time-honoured 1971 ‘Hilltop’ commercial and the unity message it portrays.

“In the same way you offer to buy someone a Coke®, the act of asking for the time is a meaningful gesture – a way of bridging differences, striking up good conversation, and finding community,” says Shari Fabiani, Senior Vice President Brand Marketing and Creative for Timex Group.

“We are dedicated to bringing quality timekeeping to all and have always believed in making time for community. We’re thrilled to team up with Coca-Cola® in their original message of solidarity and continuing to inspire the world to sing together in perfect harmony.”

Available at Timex.co.uk, RPP: £79 – £169.