TIMEX

Timex is a brand of watches produced and marketed by Timex Group USA, a subsidiary of Timex Group BV. The Timex line is known for affordable, durable timepieces with broad distribution in North America and around the world.

The brand’s roots lie in the Waterbury Clock Company, founded in Waterbury, Connecticut, in the 19th century. In the mid-20th century, the Waterbury firm began using the Timex trademark for its consumer watches, associating the name with reliability, practicality, and value for money. The Timex name gained widespread recognition through mass advertising and a focus on rugged, everyday use.

A defining moment came in 1957 with the advertising slogan It takes a licking and keeps on ticking, which highlighted the watches’ durability and helped establish Timex as a budget-friendly, dependable option. Over the following decades, Timex expanded its product assortment to cover casual, sport, and outdoor styles.

Key technologies include the Indiglo electroluminescent backlight, introduced in 1992, which improved nighttime readability. Timex also released digital and data-enabled watches in the 1990s, such as the Timex Datalink line, which offered data transfer features via infrared interfaces and computer compatibility.

Timex products span several collections, including the Weekender (casual and versatile), Ironman Triathlon (sports), Expedition (outdoor adventure), and classic Waterbury-inspired lines. The watches are predominantly quartz-powered, with some analog and hybrid models, and are widely distributed through department stores, specialty retailers, and online channels.

Today Timex operates as a global brand under Timex Group BV, with Timex Group USA handling much of North American sales and marketing. The company emphasizes value, ease of use, and recognizable features such as Indiglo across its traditional and contemporary lineups.