MARATHON WATCH AND JEEP BRAND COLLABORATION CELEBRATES SHARED MILITARY HERITAGE.

Marathon Watch and the Jeep Brand have launched the Jeep x Marathon collection with four timepieces that honor each brand’s rich history and honorable service supplying the Allied Forces dating back to 1941. The series draws inspiration from two iconic vehicles, the Willys MB—the first automobile used by the U.S. in World War II— and the modern Jeep Wrangler Rubicon.

Further tying the two brands together is the military specification of “General Purpose.” In 1941, the U.S. military awarded American firm Willys-Overland a contract to supply four-wheel-drive reconnaissance vehicles for use in the European theater. Some say that soldiers shortened the “General Purpose” designation to “GP,” from which the easily pronounceable word “Jeep” was derived.

Meanwhile, Marathon Watch Company officially began manufacturing timing instruments for the Allied Forces infantry. Marathon’s current field watch collection continues to follow the proper government designation of “General Purpose,” shortened by the brand and denoted as simply “GP.”

“We are thrilled to embark on this partnership with Jeep,” said Mitchell Wein, President of Marathon Watch Company. “It’s been a long time coming. Our new collection is all about honoring the rugged, authentic Americana spirit that both brands embody. Marathon’s legacy, forged by my grandfather back in 1939, was all about crafting tough, mission-ready timepieces for the Allied Forces. Now over 80 years later, we’re teaming up with the Jeep Brand and highlighting our shared military heritage in a truly special endeavor.”

“We are extremely proud of this very unique collaboration that speaks to a shared legacy of common values, and legendary history in our Jeep X Marathon Officer’s and SAR watches,” said Kim Adams House, Head of Licensing and Merchandising at Jeep. “These timepieces aren’t just to tell time – they tell a story of two brands uniting based on shared values and purposeful use for consumers, uniting ‘Jeep people’ and ‘watch people.’ Both the Jeep and Marathon brands have built sterling trustworthy reputations, so whether you’re hitting the road in a Jeep or navigating the terrain on foot, these brands can be relied upon to lead the way as true partners and companions allowing consumers to ‘go anywhere and do anything.’”

General Purpose (GP) Officer’s Series

Two 41mm field watches, the Officer’s Series, feature an updated original Marathon WWII-issued dial. Each model boasts a 316L steel case with a Parkerized finish, reducing reflectivity and increasing corrosion resistance. The set is offered in hand-wound mechanical (SSGPM) and quartz (SSGPQ) versions, both featuring 12-hour and 60-minute scales. Each watch comes with a new three-piece leather strap kit made from Crazy Horse leather. The watches retail for $650 and $500.

Search and Rescue (SAR) Series

Complementing the Officer’s watches are two new additions to the SAR line. The designs create a timeless military look and are also offered in self-winding automatic (GSAR) and quartz (TSAR) versions. Both dials feature a distinctive “red line” indicator repurposed as a 15-minute count-up, inspired by Jeep dashboard instruments, with type treatments inspired by the Jeep Wrangler 1941 Limited Edition. the seven-slot Jeep grille is engraved on both watches. The SAR Series retails for $1,500 and $1,200.

The Jeep x Marathon collection is available for purchase beginning today exclusively at Marathonwatch.com and select authorized dealers.