by John Russel Jones

Today Timex and UFC, the world’s premier mixed martial arts organization have debuted a collection of officially branded UFC Watches that are expertly engineered with legendary durability and best-in-class design, created at the Giorgio Galli Design Lab in Milan, Italy. The result is an unbeatably tough, sport-centric wearing experience for any fighter and the only watch tough enough for UFC.

Following last year’s announcement of its major global sponsorship and licensing partnership, Timex has officially entered the Octagon as the first-ever Official Timekeeper and Watch Partner of UFC, continuing the brand’s reputation for designing some of the toughest watches that take a licking and keep on ticking in the industry.

“Timex and UFC share a heritage of determination, ingenuity, and grit and we are honored to join the most innovative force in combat sports to clock its greatest moments,” says Shari Fabiani, Sr. Vice President Brand & Creative at Timex Group. “Being able to bring accurate, durable, and innovative timekeeping to fighters and fans alike and offering hard-hitting features that embody the toughness and tenacity of two powerhouse brands is a match worthy in its own right.”

The collection will be supported with a fully integrated campaign, including content collaboration with UFC Bantamweight “Suga” Sean O’Malley, who will bring his signature colorful personality out in support of the new co-branded collection. Joining O’Malley will be fan favorite and former interim UFC lightweight champion Dustin Poirier who will be rocking his Timex in preparation for his big showdown with Michael Chandler at Madison Square Garden as part of UFC 281 ADESANYA vs. PEREIRA on November 12. In the words of the iconic voice of the Octagon Bruce Buffer, “It’s Timex! The only watch tough enough for UFC.”

It’s all in the details: comprised of multifunctional digital and analog-digital timepieces, the Strength Collection is built as tough as they come thanks to the rugged case design, molded resin straps, and ISO shock-resistant construction of its standout styles. It’s a collection that’s going to tick a lot of boxes for those with an affinity for high-performing watch design. So, too, will its dapper counterpart, the Street collection, a series of self-expressive watches directly inspired by the panache of UFC’s greatest athletes. From the bold detailing on the dials, and comfortable straps, to the Octagon-shaped bezels and crowns, we’ve injected this ready-to-wear capsule with an inimitable sense of character—something that fans of both powerhouse brands will certainly recognize. 

The full collection is available now on Timex.com, the official UFC Store, and select retailers globally.