Timex used to take a licking and keep on ticking. Now, it seems, Timex takes $20 at a drug store and gives you a cheap, serviceable watch made of dubious components. Luckily, the Connecticut-based company has seen the error of its ways and is launching its first American-assembled piece in decades.
The new American Documents line features timepieces with Swiss quartz movements that are assembled in Timex’s factory in Waterbury. The pieces, which come in 41mm cases on leather straps, cost a mere $495.
In celebration of the new watch, Timex commissioned photographer Bryan Schutmaat to travel the US and take beautiful shots of the landscape. Every watch comes with a full resolution download of the picture of your choice.
The collection currently features four striking American-made watches, drop forged in US-sourced stainless steel and hand finished to a brushed satin with a highly polished top ring. Impact-resistant GorillaÂ® Glass 3 protects the sub-second dial and gold-plated Swiss movement. The rich leather straps are made with American hides by American craftsmen. And right down to the details, the â€œAged Waterbury Brassâ€ case back coin and crown insert honor our original stamped brass clocks and our roots in Waterbury, Connecticutâ€”the Brass City.
I’m of two minds regarding these pieces. One part of me says that America should be making watches and that this is a Good Thing. But this piece is quite simply “US- assembled,” like a Honda that comes over in parts and is assembled in Indiana. Sure, the cows are American and someone is milling those cases, but it’s not quite the same.
That said, it’s nice to see Timex giving it the old Waterbury try. Now if they could make a movement out in Connecticut just like back in the old days I could really get behind this Documents idea. Baby steps, I suppose.