How Timex Collaborated Its Way To Being Cool Again

As long as I can remember, there’s always been one failsafe present for my notoriously impossible-to-shop-for father: a Timex watch. For him, they tick all of his most important boxes, namely: unfussy, functional, long-lasting, and perhaps most of all, affordable. And by and large, that has been the brand’s reputation since 1854, when Timex began as the Waterbury [Connecticut] Clock Company, a reputation cemented by the famous 1956 “It takes a licking and keeps on ticking” ad campaign. In fact, with the exception of Bill Clinton famously wearing a Timex Ironman to his first inaugural ball, Timex’s lot in life was that of the first watch, the backup watch, or maybe the workout watch, but definitely not the “show off” watch. Read more at Esquire.