TimexThe legendary Timex corporation has been a leading American manufacturing company for a century and a half, its reputation built on its sterling watch product lines. Headquartered in Middlebury, Connecticut, Timex was one of the forefathers of digital watches, having developed the impressive “Ironman” watch collection, inspired by the Ironman World Championship. Currently Timex Group USA, Inc. is owned as a subsidiary by Dutch conglomerate Timex Group B.V. Ever since 2009, Timex has functioned as the official sponsor of the NFL’s New York Giants new headquarters and practice facility called the Timex Performance Center.
Founded in 1854, the company that would grow and later be named Timex was initially known as the Waterbury Clock Company, created by brass manufacturer Benedict & Burnham. The watch company found immense success in its early days due to its employment of hundreds of women for their “slender fingers” and “delicate manipulation.” The injection of women workers and the effects of the what the women did helped that early incarnation of Timex grow into the world’s largest volume producer of watches by 1888. The late 1800s saw business dwindle due to poor sales techniques, and the company’s attempt to salvage itself by generating higher-end models failed. Things began to turn around once the United States entered the first World War, meeting new demands for watch design. The primary watch model before this was the pocket watch, which proved impractical for soldiers, especially artillery gunners who needed an easy way to see and calculate time while still being able to work the guns – thus one of the earliest wristwatches were developed, leather straps allowing soldiers to easily check their watches without unnecessary distraction. What truly rescued the company from financial disaster, however, was a deal reached with Walt Disney, in which Mickey Mouse watches would be created. They were an instant hit upon their introduction at the 1933 Chicago World Fair, swiftly rising to become the company’s first million-dollar collection. The ‘60s saw the company grow into a worldwide juggernaut, and to commemorate this, it was renamed Timex Corporation. Popularity surged for the watches, as Timex produced an incredible marketing campaign “It Takes a Licking and Keeps on Ticking,” wherein Timex watches would be subjected to “torture” by way of jackhammers, dishwashers, etc. Timex watches, with their impressive leather bands and straps, held the number one market share position in the United States by 1962. During this period, if one were to buy a watch, it was a one in three chance it’d be a Timex. In the ‘70s and ‘80s. cheap and efficient mechanical watches from the Far East devastated the American watch industry. In order to combat this, Timex evolved to focus specifically on watches, in particular product quality and stylistic designs. 2005 saw Timex enter the luxury watch market when its parent company acquired Swiss-based Veritime SA. The next year, Timex launched TX, marketed around “innovative technology and affordable luxury.” From watches to the very leather of the straps, Timex prides itself on the affordability of its quality.