Announcing the First Round of Watches from the Official Timekeeper of UFC

Known for over a century for crafting some of the toughest watches in the industry, Timex® is entering the Octagon® as the first-ever Official Timekeeper and Watch Partner of UFC®. We’re kicking off this incredible partnership with the launch of our first round of product: an ultra-limited run of UFC-branded timepieces from two collaborative collections. Expertly engineered with no-nonsense materials and best-in-class design, the selection presents an unbeatably tough, sport-centric wearing experience for fighters and fans alike.

“Every fight fan knows the importance of time and clock management in this sport. Every second counts, and the ticking clock adds to the drama and the fun of a great UFC fight. Now Timex is going to be associated with UFC’s biggest moments as they’re broadcast around the world. Timex is an iconic brand, and we’re looking forward to having them as an official UFC partner.” – UFC President Dana White

This exclusive first look coincides with the 10th Annual UFC International Fight Week™, a week-long celebration of all things combat sports. Whether you’re catching the action from home or bearing witness to the excitement in (where else but) Las Vegas—the entertainment capital of the world—now you can do so with a tough and tenacious piece of gear by your side. Just a small handful of styles from the TIMEX UFC Strength and Street collections will be available while supplies last, but we have a stacked card up our sleeve. Come the fall, more well-rounded watches will be added to the roster, featuring the indestructible design and core timing features you need to compete at the highest level.

Here’s what to know:

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 rubber 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 fighters. 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.

Timex and UFC share a heritage of determination, ingenuity, and grit. We’re honored to join the most innovative force in combat sports to clock its greatest moments—and yours. Don’t miss your first chance at getting the only watch tough enough for UFC, and join the email list to gain members-only access to the prizes, sweepstakes, and product still to come.

Announcing Our Second Collaboration with The James Brand

At the heart of “everyday carry” is a trifecta of utilitarian essentials: the knife, pen, and watch. When The James Brand partnered with Timex® to design the latter back in 2021, the result was a pared-down and practical timepiece that helped close the circle of this function-first assortment. Together, we moved “everyday carry” from the pocket to the wrist, and after a sold-out run, The James Brand has returned to the horological world for a second collaboration.

An adventurous, modern maker of knives and other useful tools, The James Brand is deeply entrenched in a culture that—much like the watch scene—values dependability, ergonomics, and emotional connection. Naturally, we were a great fit from the start. With the Timex Expedition North® collection providing the perfect playing field, we teamed up to design the collection’s pinnacle product: The James Brand x Timex Expedition North 41mm Automatic, an embodiment of our shared devotion to quality design, premium materials, and unmatched performance.

“Beyond the product itself, I think the idea of everyday carry resonates with watch fans. There is a very direct line between the things that you wear on your wrist and the things that you put in your pockets on a daily basis.”

Like its predecessor, our latest collaborative watch falls right in line with the outdoor-ready capsule. It features an exciting pro-planet improvement: a two-piece, quick-release fabric strap made from #tide® upcycled, ocean-bound plastic. “We wanted to update the strap, and having this material available made this choice easy,” explains Ryan Coulter, Founder & Chief Creative Officer of The James Brand. He continues, “We try to make solid environmental decisions any time that we can, and this one was a no-brainer for us. There are no compromises in functionality or hand feel, and we are happy to be able to use upcycled materials. This is where all manufacturing is headed, and we want to do all that we can, when we can.”

The new watch also boasts an easily legible dial layout with a white color update, showcasing lume-filled markings and watch hands of some pretty bold proportions. “We really wanted to work with a white dial, as we had gone back and forth with that as an option in the first collaboration, and it was a toss-up,” recalls Ryan. “We went with the black version, but we knew that we had unfinished business with the white dial. It really looks great.”

The familiar case profile is rendered in true 6AL4V titanium—a durable material all but required by those of us who are tough on our gear out in the field. While last year’s release was the first time we used this amazing material in almost two decades, The James Brand is no stranger to titanium, featuring it throughout many of their “everyday carry” designs. Not only does it vaunt some swoon-worthy finish characteristics, but it also has a higher strength-to-weight ratio than stainless-steel, making this watch comfortable enough on the wrist for all-day wear.

You’ll recall that a tried-and-true 21-jewel Miyota 8215 automatic movement is seated comfortably beneath the screw-down case back, and we’ve kept the anti-glare sapphire crystal so you can catch a glimpse at the machinery working inside. Being a limited-edition collab and all, you can bet that we’ve finished things off with dual branding and the TJB Clovis inlay on the screw-down crown, which provides an impressive water resistance rating of up to 200 meters.

Lightweight, accurate, and built to last, this new release embodies peak outdoor watch design. But beyond the high-performing feature-set and premium materials lies perhaps its greatest strength: an innate ability to bring who you are and what you value, from your pocket, and to the wrist.

To learn more about our partnership with The James Brand, you can check out last year’s interview with Ryan here.

Stranger Things are Happening at Timex

As season 4 of Stranger Things makes its debut, Timex® is entering the gate to the Upside Down with the Timex x Stranger Things collection: the culmination of two cultural phenoms that routinely bring wistful, period-specific elements out of the darkness and into the light. This hair-raising collaboration is packed with nostalgia, applying otherworldly inspiration to three of our most iconic cult classics—Timex Camper, Timex T80, and Timex Atlantis—and bringing reliable timekeeping to every dimension.

First, if you aren’t one of the whopping 196 million global Netflix users to have tuned into the series since its launch in 2016, allow us to fill you in. Stranger Things, set in the early 1980s, follows a group of friends as they navigate the eerie supernatural events that begin occurring in the small town of Hawkins, Indiana. The sudden disappearance of young Will Byers galvanizes the crew to unearth a parallel universe known as the Upside Down—and the evil forces that hail from deep within it. It’s a pseudo-period piece that not only goes all-in on the 80s throwbacks, but also gets them right, from the banana-seat bicycles to the retro timepieces presented on the very wrists of its brave protagonists.

Sported by Lucas Sinclair in the forthcoming season, our original Timex Camper has been overtaken by paranormal forces in the time since its last release; Upside Down numbers are now featured on the dial, while a red INDIGLO® backlight permeates the darkness with sinister Demogorgon imagery. Eagle-eyed watch enthusiasts may have already spotted Sheriff Hopper’s Timex Atlantis in previous seasons (a timepiece we were thrilled to learn Stranger Things Prop Master, Lynda Reiss, discussed in an interview with Hodinkee back in 2020).

We’ve rereleased the aforementioned relic in Hopper’s honor, giving it an ominous black resin case, black strap, and—like the collection’s Timex T80—an INDIGLO® backlight and customizable alarm that plays the unforgettable Stranger Things melody. As if things couldn’t get any more mental, each of the two digital watch displays reveal a backwards number 3 when the clock strikes 3:00pm—a nod to the shattered grandfather clock that mysteriously chimes in the focal point of season 4: The Creel House. Why? Not even we know for sure. The only thing that’s certain is that Stranger Things are sure to come.


We Come in Peace with the Timex T80 x SPACE INVADERS

Always one for a throwback, the Timex® T80 has returned as the commemorative style for yet another iconic collaboration: TIMEX T80 x SPACE INVADERS®, our classic digital watch reimagined to celebrate the peaceful meeting between two cultural phenoms.

For those of you who didn’t spend your weekends raiding the arcade in the 70s and 80s, allow us to set the scene.

The year is 1978, and TAITO’s SPACE INVADERS, the first fixed-target shoot ‘em up video game, has just launched at an arcade near you. Coins in-hand, you finally approach the machine for a turn at the controls. Swarms of aliens begin descending in waves from the top of the glowing screen, and it’s up to you, dear player, to shoot and destroy your attackers with a laser canon, the only weapon available to prevent the impending invasion.

The pulsating, bass-heavy, electronic music intensifies, as does your heartrate. One, two, three lives lost—and just like that, it’s game over. Though defeated, you’re hooked, and SPACE INVADERS will go on to win the hearts of billions worldwide, becoming the most influential game in modern history.

The limited-edition TIMEX T80 x SPACE INVADERS release embodies this experience like nothing else. It’s nostalgic to say the least, paying tribute to the game’s 40+ years at the top of the leaderboard, a legacy that began not long before Timex launched its first round of digital watches. As SPACE INVADERS singlehandedly ushered in the golden age of arcade video games, we were marking a turning point in timekeeping. This period of innovation, which kicked off with the world’s first sports watches to cross the finish line, continues to serve as the foundation for our digital wristwatch design even to this day.

Period-correct details, including the commemorative T80’s stainless-steel bracelet and INDIGLO® backlight, give it a straight-out-of-the-arcade feel, as does its three collectible colorways of silver, gold, and black. A 34mm case provides the structure we need to highlight the retro palette, not to mention the pixelated alien “INVADERS” imagery on the lens and case back. Of course, the watch is equipped with all the functionality you’d expect from Timex T80: an alarm, stopwatch, date display, and comfortable, ergonomic design at 30-meters water resistance.

Finally, the ultimate game-changer: this watch scores even higher with the ability to play SPACE INVADERS’ unforgettable electronic sounds. In all its 70s glory, the melody is guaranteed to not only launch our alumni back to the era from which it came, but also introduce a new generation to the moment that changed entertainment forever.

See you at the arcade.


The Timex x HYPEBEAST M79 “Fuchsia” Automatic

From humble beginnings dating back to the early aughts, HYPEBEAST has transformed itself into a booming multimedia company that lives at the forefront of global culture. In the years since the internet’s infancy, the brand has become one of the leading online destinations for contemporary fashion and streetwear; it showcases the latest in style, art, and design by way of gripping editorial content and an expansive online store frequented by audiences around the globe.

“When HYPEBEAST first started writing about things like collaborations and luxury fashion’s blending of urban culture, the world was still new to the concept,” says HYPEBEAST Senior Editor Ambrose Leung. “Fast-forward to today, and it’s become the norm.” They’ve covered it all—from newly established brands to the most high-end on the market—and today, we’re honored to announce the launch of the Timex® x HYPEBEAST M79 “Fuchsia” Automatic: a vintage-inspired version of the watchmaker’s workhorse, the Timex M79.

“When it comes to wearability, Timex is one of those brands that sticks out. The watch we created is something that we would want to wear. It is both functional and it looks good.” – HYPEBEAST Founder Kevin Ma

Of course, a collaboration with one of the most influential arbiters of fashion required a construction that could hold its weight. The M79 was a no-brainer. A fresh interpretation of a beloved icon, the Timex M79 is the mechanical successor of the Q Timex (the “M” represents “Mechanical” and “79” the year of the Q’s release). And like its predecessor, this collaborative timepiece showcases a classic sport watch design, featuring a domed acrylic crystal, unidirectional bezel, luminous hands, and exhibition case back. A stainless-steel H-link bracelet drives its sporty aesthetic home, while the 21-jewel Miyota automatic movement ticking inside provides the power. At 40mm in diameter, it’s a modern watch that still manages to capture the spirit of a transformative era—one that Leung himself acknowledges.

In his words, the Timex x HYPEBEAST M79 is “based on a model that was right there during the quartz crisis and challenged a lot of watches that were much more expensive. There’s just so much value in [this watch] … It carries a lot of what we hope our readers take away from the HYPEBEAST site—discovery, education, and history.” Leung continues, “The watch beckons consumers to dive a little deeper into the product and learn more about the story and vision behind it.”

The plot to this particular story thickens, especially when we consider the inspiration behind the timepiece’s unique fuchsia and navy colorway. “Not only is the color combination a chance to maintain the ongoing theme of incorporating our navy into our collaborative releases,” Leung explains, “but it’s also a play on one of the more interesting variations of a classic dive watch.” The fuchsia, which of course nods to the Rolex GMT reference 1675, pays respect to the obscurities found within the world of vintage watches.

Leung continues, “Mainly from the 1950s-1970s, bezel fading occurred when certain—now considered defective—paints were used, which resulted in a number of imperfections when exposed to UV light from the sun over a long period of time. The pink hue in this watch mimics a bold red that has been subjected to years of sunlight, resulting in a washed fuchsia color, while navy has been one of our signature colors since the beginning of HYPEBEAST.”

The details don’t stop there. At the three o’clock position lays the day/date indicator with a Chinese/English date wheel, which replaces the English/French version found on previous models. Yet another thrilling feature, this bilingual window pays homage to the rare, region-specific date wheels that occasionally crop up at auctions. “We wanted to encapsulate that feeling of landing on an interesting reference without having to bid on one,” explains Leung. While close examination of this watch reveals plenty of “Easter eggs, if you will,” the Timex x HYPEBEAST M79 keeps many signature details of the original, celebrating not only the histories of both brands, but also the greater watch world as a whole.

What more could it possibly have in store? Shop this limited-edition timepiece on HBX to find out.

Time Well Spent: Timex x Patta Team Up for a Second Collaboration

Founded by Edson Sabajo and Guillaume ‘Gee’ Schmidt back in 2004, Patta® is a Dutch streetwear brand deeply rooted in Amsterdam’s energetic art and fashion scenes. The brand’s designers had money on their minds when they first joined with Timex® back in 2019, and our synergistic wristwatch, ‘Time is Money,’ proved itself to be a seamless blend between Amsterdam street style and watchmaking ingenuity.

Today, we’re excited to announce that Timex and Patta have teamed up for a second collaboration: the Timex x Patta ‘Time is Money’ wristwatch—now, with a bold color update.

Having donned this watch at the time of its initial release, we can say from experience that the unique dial design of the ‘Time is Money’ collab will likely be the first thing to captivate onlookers as you hit the streets. The new, green color palette, however, ups the ante. Accented with dual branding—our classic Timex logo and Patta’s timeless script—the dial partially features bold worldwide currency signs: the Korean Won, Ghanaian Cedi, Indian Rupee, and Nigerian Naira.

When this iconic collab first dropped, we spoke with Creative Director Vincent van de Waal, who shed some light on the inspiration behind this stylistic choice:

“We wanted to give the dial artwork a bit more than just the function of telling the time,” he said. “The currencies make you aware of the speed of the world we live in. Time is money. But I think it’s up [to] the one who wears it to decide whether that’s something to strive for… or if it’s a sign that we should loosen up.”

This kind of philosophical thought isn’t lost on the watch’s latest iteration. Although we’ve emphasized its familiar, utilitarian traits with a new color palette, the design still points to the modern relationships we have with our time and money. Featuring a green, military-inspired, double-layer fabric slip-thru strap, the watch houses a quartz movement, 50 meters of water resistance, and a blue second hand on its INDIGLO® backlit dial.

The bandana included with the watch strikes those same chords, replicating the watch dial design to further remind its wearer to make these passing moments as valuable as possible. How, you might ask? We’re not saying we have definitive answers, but a watch this good is a great place to start.

Timex x Finisterre Bring Function and Form to the Seaside

Time and tide wait for no man.

Luckily, the Timex® x Finisterre® Tide Tracker keeps track of both.

Crafted with our seafaring folk in mind, this newly released timepiece is the result of our first collaboration with Finisterre: a Cornwall, UK-based outdoor apparel company that designs functional and sustainable lifestyle products for the cold-water surf community. In the years since the brand’s establishment in 2003, Finisterre has made a point to put product, environment, and people first, earning itself a B Corporation certification and—as far as we’re concerned—the reputation as a fellow industry pioneer.

Today’s release of the Timex x Finisterre Tide Tracker brings an added layer of function and form to the coast, the topic of which we were excited to discuss with Finisterre Founder Tom Kay all the way from the “end of the earth” itself, St. Agnes, Cornwall.

Tom, we’d love to hear a bit about the Finisterre brand from your perspective. What makes it tick?

“I founded Finisterre in 2003, born from my love of the sea and a belief that there was a better way of making product. Since day one, we have committed to this, always challenging what has gone before, pushing innovation and sustainability in all that we do. We became a B Corps certified business in 2018.”

What inspired you to expand the Finisterre product line to include a wristwatch?

“I’ve always loved watches. I lead quite a rugged life; I’m in the sea as often as I can be and am a volunteer helm of the RNLI lifeboat here in St. Agnes, so any watch I wear gets quite a beating! I wanted to design a watch that could cope with these challenges—one you could wear every day no matter what, yet wasn’t too bulky.”

What are the ways in which this wristwatch encapsulates Finisterre’s ethos?

“It’s quite low-profile, tough, and obviously waterproof. It has a unique tidal movement so—at a glance—you can know the state of the tide for the coast/beach you set it to. I love this; no matter where I am, I know the state of the tide for my local beach. There is a connection to the sea—this is what Finisterre is all about, our ethos. We believe by connecting people to the sea, we can inspire people to protect it. The canvas strap is also made from #tide recycled ocean material and we have engraved the back of the casing.”

What was it that intrigued you most about collaborating with Timex to bring this project to fruition?

“Timex’s reputation for beautifully crafted, hard-wearing, yet accessible watches made them the ideal partner to collaborate with on the design of the watch. The whole process took about two years, and it was a privilege to work with the team at Timex.”

The Tide Tracking feature is one of the most exciting things about the Timex x Finisterre watch. What was your thought process behind its incorporation?

“Yes, this is my favourite–and arguably the most defining—feature of the watch. The idea was to create a watch that, as well as being practical, would also emotively connect the wearer to the sea. The cyan blue tide hand is on a tidal cycle; this is set for your favourite beach/coast, so anytime you look at the watch—and you could be miles from that place—you can see the state of the tide and be taken there. Or you can plan your day around the right tide height for the best surf.”

Why do you believe followers of both brands will appreciate the Timex x Finisterre collaboration?

“I think there is a shared ethos of enduring product that has been brought to life in a unique timepiece that’s both practical and romantic.”

Where was the first place you headed with your own Timex x Finisterre Tide Tracker?

“I’ve been wearing the original sample for some time now and it is truly a great product. I went in the sea as soon as I got my hands on it!”

Announcing Our Fourth Collaboration with Nigel Cabourn

Following multiple sold-out collaborations with British menswear designer Nigel Cabourn, we’ve teamed up with the brand once again to give you the Naval Officers Watch. This watch draws inspiration from timepieces worn by Royal Navy captains on Arctic convoys in the North Sea during WWII, with a specially finished case made to emulate sea-air corrosion, a nod to the weathered look of military boats and seafaring equipment of the era. Featuring a white military-style dial with red and black markings, and presented with two straps in a military-style carrying case, this collaboration delivers a real tribute to wartime functionality as well as rugged, ageless style.

GHOST NETS SUCK — Our Collaboration with NYC’s NOAH

For this special watch, we linked up with a brand we haven’t joined before — one that came together with us to back a cause we all care about. 


Noah, a NYC-based brand rooted where prep style and skate culture intersect, is cheeky and irreverent. Also a part of this effort, Spin Dye isn’t a watchmaker or an apparel brand — the company calls itself “an ingredient brand,” and rightly so. Instead of creating its own finished products, Spin Dye supplies sustainable polyester yarns and weaves to other manufacturers and lends its expertise to the rest of the apparel industry, helping companies to make their products in more environmentally-friendly ways. In this case, the final product is a watch strap made from recycled and sustainably-dyed fibers made with water-saving, low-impact manufacturing techniques.


At first glance, this watch might make you scratch your head. What are ghost nets, and why do they suck? Why is this turtle so mad at me? The watch has a story that belies its cheeky design — the turtle, the knife in one hand and the provocative gesture on the other. But once you know what inspired this watch and the collaborative effort behind it, the design starts to make sense. An awful lot of sense. 


Ghost nets are synthetic fishing nets that have been forgotten, lost or simply abandoned at sea. They can remain adrift for years, and since they don’t biodegrade, can wind up claiming the lives of countless fish, birds, turtles, sea mammals and other creatures of the deep, even damaging coral reefs and other underwater habitats. Scientists estimate that some 650,000 marine animals are injured or killed by ghost nets every year.  


Since this alarming form of pollution is rarely talked about outside the commercial fishing industry, we wanted to call attention to it. The good news is that there are solutions out there; animal rights groups are calling for electronic tagging of equipment, which would link ghost nets to the boats from which they came and allow governments to hold fishing companies accountable. Biodegradable commercial nets are also being produced, and some fishing legislation even calls for net sizing to change so that smaller fish can swim safely through while full-grown fish can be caught more intentionally. Several environmental organizations we admire are taking part in the Global Ghost Gear Initiative, which tracks and removes ghost nets and other marine litter from our oceans, and a portion of all proceeds from sales of this watch will go directly to Ocean Defenders, a group which actually tracks down and removes ghost nets and other oceanic pollution. 


The first step, as with so many other environmental issues, is awareness. Ghost nets suck, but there are things we can do about them, and this special collaboration watch is an early step we’re proud to take with Noah and Spin Dye.  


With a stainless-steel case construction, reliable quartz movement and an interesting dial design that’s highly engaging while still being easy to read, this is a watch with a message we endorse 100%. Get yours here. [link to Noah product page] 

Timex x Huckberry, Take Two: Introducing the Timex Classic

After the standout success and single-day sellout of last year’s collaboration between Timex and Huckberry, we looked forward to joining forces with the brand once again. And in the midst of many other collaborations since, including joint ventures with Nigel Cabourn, Todd Snyder, HODINKEE and the Peanuts franchise, things once again lined up to create a new watch with Huckberry. 

“This year, we took design cues from an iconic piece of Americana to create a watch as refreshing and timeless as its namesake. This super limited run is co-branded on the case back and features countless details that will make it a standout in any collection,” said the brand. We’ll take those compliments, especially from a company that’s steadily become a trendsetter in the menswear and outdoors spaces since its humble beginnings in 2010. 

Starting with a design base that our fans already know and love, with a bi-color rotating bezel and angular, 1970s-inspired case, this new collaboration adds a sector dial with a multi-colored minute track and polished, rectangular indices. The always-wearable 38mm case diameter, domed acrylic crystal, hidden lug design and woven stainless-steel bracelet round out a watch that’s a great homage to the era of early quartz timekeeping 

There’s also a special new case back for the limited-run watch, with both Huckberry and Timex branding and the classic coin-slot battery hatch. And speaking of that limited-run status… the last time Huckberry and Timex collaborated on a watch, it sold out within hours of its launch. We might recommend setting an alarm.  

The Timex x Huckberry Classic watch is available for $189 on Huckberry’s website starting October 25. You can sign up for text messages from Huckberry and get early access to the release… or just go old-school, and keep refreshing the page when you wake up on Sunday 

We’ll have coffee on either way.