7 months ago
20
It’s hard to keep a brand fresh over nearly two centuries.
But for Shari Fabiani, CMO of Timex, that’s exactly her job. This year, Timex is celebrating its 170th anniversary with a series of collaborations centered on the brand’s long legacy. Timex is letting buzzy outside brands take their crack at some of its iconic watch models.
For example, at the end of June, Timex will release a new all-metal version of its iconic Ironman watch. Initially released in the 1980s, the Ironman became a symbol of affordable fitness gear in the 1990s when it was worn by President Bill Clinton when running. This year’s take on the Ironman was designed in collaboration with Japanese fashion label Beams, which created a more premium version of the watch that sells for around $500. The standard Ironman watch sells for around $120. Timex has already released six collaborations in 2024, with over 20 more planned for the remainder of the year.
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English (US) ·