ARIEL ADAMS’ EXCLUSIVE LOOK AT TIMEX AMERICAN DOCUMENTS™

American Documents watch, Black leather strap, white dial

You know what they say: Timing is everything.

Ariel Adams—owner, publisher and editor-in-chief of aBlogtoWatch—decided to take his first ever visit to our Timex headquarters in Middlebury, Connecticut and managed to get an exclusive first look at our American Documents™ collection.

Prior to taking a trip with our Design Director, Giorgio Galli, to visit the American suppliers coming together to make our made in America watches, Adams took the time to chat with us about his take on the collection, how he thinks it will shift perspectives on the Timex brand and the emotional connection people will make with this timepiece.

A noted watch enthusiast with a dedicated following, Adams admits he wasn’t expecting the news of our American Documents collection—our first American-made watch in decades.

“I would say I was pleasantly surprised and curious,” he says about his initial reaction to the project. “It makes sense for Timex to do this project, but it isn’t one that even serious brand devotees might expect. I recognize the large storytelling effort required to educate people like me as to what the product and the project are all about.”

Our American Documents collection brings together time-tested Swiss movement with beautiful, carefully-crafted American materials—including crystal made in Massachusetts, leather straps sourced and tanned in Minneapolis and a case back coin stamped in US-sourced brass and plated with “Aged Waterbury Brass,” all assembled by hand at our headquarters (located just seven miles from our original factory).

“American Documents watches contain a Swiss watch movement, but everything else you see and touch on the watch is made in the USA and uses parts from over a dozen American manufacturers, all curated by the Timex team,” Adams notes.

Adams has seen many of our watches and thought he had a pretty solid grasp on the brand and its direction. That is, until American Documents came along.

“Did I expect this from Timex? No,” Adams says. “But it’s very welcome and not something predictable from the brand.”

While many know us as an American brand, this collection is our first American-made watch in decades. What started as an idea quickly became a project the entire team was passionate about, setting us out to search for the highest quality American-made materials to create a watch that reflects the diverse people, culture and landscapes that inspire us every day.

“This is not a standard production,” Adams notes. “New supply chain, new development, new materials… this fundamentally changed how Timex made a watch. It’s not your everyday Timex.”

Adams had the chance to visit with some of the manufacturers whose parts were used in creating the American Documents watches.

“What an adventure it was to visit both a selection of the manufacturing partners and Timex’s incredible headquarters. It’s hard to package that experience for others, but it proved to me that American Documents isn’t just a marketing campaign but something real that is worth sharing. What I’ll remember most is the massive investment of time and effort the Timex team put into this project. What is also cool is the story of all the skills Timex as a historic watchmaker needed to relearn.”

“I think what was most interesting was the authentic pride and interest all the manufacturing partners had in this project,” Adams says. “They saw it as more than just another parts order and saw their relationship with Timex as different than that of just another client. I also think it’s interesting how challenging it is to make watch parts correctly and that many people have the notion it’s easy and that these parts can be made anywhere with relative ease.”

During his time at our headquarters, Adams also took note of how we fit into the narrative: Time as a brand and product that is quintessentially American.

“America has been one of the world’s most important makers of democratized technology. What they didn’t invent, they often made accessible to the masses. Timex has been integral with timepieces in this regard and now they release an emotional product, but one that maintains and serves those very same values.”

When asked about what he meant when he talked about the emotional value of the watch, he explains that people don’t buy watches because they need one; they buy watches because they want one. In the ‘90s, watches solidified its place in the fashion and style sphere. Consumers were now looking for more than just a watch; they wanted a watch that aligned with their style and their values.

So, what does this mean for the American Documents collection?

“For me, Timex always sat to the side,” Adams says. “The brand is so popular and well-known, I didn’t think there was anything they could add. They didn’t need me to talk about their products.”

But now, as American Documents is introduced for the first time, there is plenty to talk about.

To learn more about our American Documents collection, visit timex.com/americandocuments.

What a Triathlete Needs in a Watch

With a stunning display of athletic endurance, a triathlon takes you from the water to the bike and finishes it off with a marathon run. As you train, you push yourself to beat your personal records and strive for success on race day.

Make sure you have a timekeeping, activity-tracking companion as part of your essential triathlon gear to help you train with precision. Here are the features to look for in the ideal triathlon watch:

Swimming, cycling, running – and more

Multisport features make switching between events as easy as the push of a button. This changes the display information, recording speed and time depending on the activity. With an easy setting change, you can go from measuring miles per hour while cycling to minutes per mile when running. Of course, digital dials make it easy to take note of the data while on the move.

timex ironman

Advanced sport features for multisport training can further include distance, mile markers, pace, heart rate, hydration and nutrition alerts, timed intervals, split timing, race predictors, GPS tracking, power meter and more. Some triathlon watches even sync up with your smartphone or computer for more advanced data and information tracking. These multisport features make it easy to review performance improvements over time and track your progress on race day.

Bring on the water

While your smartphone has useful sports tracking features, you wouldn’t jump in the pool with it. A triathlon watch is as comfortable in the pool as you are. Water resistance up to 100 meters is usually the standard for a sports watch. This feature also means that inevitable encounters with sweat or rain while running or biking won’t affect watch performance.

timex ironman

Light on the wrist

The ideal triathlon watch sits comfortably on the wrist, enhancing performance rather than holding the wearer back with a clunky design or heavy weight. Along with lightweight cases and mechanics, these athletic timepieces typically include durable, weather- and water-resistant soft silicone rubber straps. A good triathlon watch should also be relatively thin, as this composition makes it easy to change clothes and gear between races.

timex ironman

Get going with the Timex Ironman®

The Timex Ironman is made with triathletes in mind, following our distinct process of designing sport watches with solid construction and a user-friendly interface. No unnecessary frills included, these sports watches offer simple electronic features for easy operation and quality performance as you train and compete. With various Ironman styles to choose from, those features can include:

• Sports stopwatch with lap memory.
• 99-lap counter.
• 100-hour chronograph with lap and split times.
• Countdown timer.
• Customizable alarm and reminders.
• Water resistance to 100 meters.
• INDIGLO® light-up watch dial.
• Reflector display.
• Time zone settings.
• GPS.

With clean sports design, durable materials and easy-to-use features, your Timex Ironman triathlon watch can take you to the finish line.

timex ironman

Time and Tech

Throughout its storied history, Timex has had a vested interest in digital technology. Starting in the early 1970’s, Timex developed digital watches as this technology began to outpace the traditional mechanical movement timepieces.

While no one was predicting the end of mechanical watches, Timex saw room to develop both quartz analog and digital watches and would find great success with the release of the TIMEX® IRONMAN® Triathlon® watch that was named for the triathlon held annually in Kona, Hawaii. Within a year of its 1986 release, it was the best-selling watch in America. The watch also allowed Timex to target its products to different market segments based on lifestyle and interests, a practice that would become increasingly important in the evolution of digital watches.

timex ironman

As Timex tinkered with its IRONMAN collection in 2017, it developed new versions including the IRONMAN® Essential and the IRONMAN® Sleek™, a new style of digital watches was on the horizon. Unlike previous watches that were heavy on tech but lacking in style, Timex created fashion-active digital watches that gave the wearer a durable watch that also supported an individual’s fashion aesthetic.

Two styles launched in 2018 that typify how Timex engineered its digital collection to meet the needs of different consumers are the IRONMAN® Transit and the Timex Command™ Shock.

With the release of the IRONMAN® Transit, Timex produced a stylish crossover watch that could be worn for many occasions. While the Transit still has plenty of features including countdown timer, sports stopwatch with 10-lap memory and water resistance up to 100 meters, the design creates a modern-retro look that can be worn in the weight room as well as the boardroom.

timex ironman
The IRONMAN Transit

The Timex Command™ Shock watch is proof of Timex’s legendary durability. Built to keep up with active outdoor lifestyles, it is shock resistant with three time zone settings, 100-hour chronograph with lap and split times and a hydration alarm that gives users all the features they need for adventures. Adding to the tactical look, the Timex Command Shock comes in a variety of camouflage colors including olive green, gray and blue with matching straps.

timex command watch
Timex Command Shock

These new styles usher in a new era for Timex digital watches. Built to be rugged and reliable, the Transit and Command Shock also offer design aesthetics that give the wearer a trusted timepiece with a look to match active lifestyles.