By BrandsShouts No, Timex is not a luxury brand. It never was, and from the looks of it, they’re not thinking of going down that route. Why? Well, from the very beginning of this brand, they have been all about affordable and, surely, somewhat premium-feeling watches. So, that’s that!
What Makes a Watch a Luxury Watch?
To begin with, explaining why Timex doesn’t belong to the luxury ranges, we shall have a look at the real meaning of “luxury”. Luxury watches usually have:
- High-end materials like gold, platinum, or sapphire crystal.
- Mechanical movements are built and assembled by hand.
- Strong heritage with limited production, keeping them exclusive. Sometimes super exclusive.
Such craftsmanship and exclusivity usually appear with a pretty pricey tag, sometimes running into thousands or, more rarely, hundreds and hundreds of thousands of dollars.
The Timex Story
Timex has always looked at things differently. It started as the Waterbury Clock Company in 1854 in the United States, with an aim to produce items that were helping in making timekeeping affordable for the common man. The world’s so-called “dollar watch” brought fame to Timex, as millions of people could now wear a personal watch.
By the time World War II began, the company was already manufacturing precision timers for the military, earning the distinction of a company capable of producing tough and accurate parts. And so, in 1950, it was finally renamed the greater Timex, with a line of wristwatches known for their durability, reliability, and affordability. The slogan “Takes a licking and keeps on ticking” was never used as a promotional advertisement, but rather served as a benchmark for the company.
Where Does Timex Stand Today?
In today’s scenario, Timex figures as one of the superbrands in the inexpensive-watch segment. It competes for attention with Casio, Fossil, and Swatch. While Timex is a long way from luxury, it scores slightly above the basic fashion watches because of all the history it carries and the assurances of quality. Some collections are advertised as “premium,” which really just means they are better designed and reliable performers, nothing to do with genuine luxury.