The Timex and Aston Martin Collaboration
February 06, 25
(IDEX Online) - Timex, the mid-market watchmaker, is to launch a watch and jewelry collection with Aston Martin, the super-luxury car brand.
Items featuring the Aston Martin wings and its signature racing green color will be available from fall of this year, both companies said in a joint statement.
The collaboration, announced last week during the Timex Group's annual Global Summit in Abu Dhabi, brings together two companies that have traditionally targeted very different targeted markets.
Aston Martins typically cost $200,000 to $500,000. They are the car of choice for James Bond 007, and King Charles is said to have a $20m collection of Volantes and other models.
Timex watches generally sell for between $40 and $300 and the company has partnered previously with Snoopy and with the Ultimate Fighting Championship (UFC).
Aston Martin has, in the past, collaborated with luxury watchmakers Girard Perregaux and TAG Heuer on high-end timepieces.
"We could not be more excited to start this new journey with Aston Martin," said Tobias Reiss-Schmidt, CEO of Timex, which is jointly headquartered in the US and the Netherlands. And has over 3,000 employees.
"Aston Martin has such a rich heritage that allows us to create new icons in both watches and jewelry."
Stefano Saporetti, director of brand diversification at Aston Martin, said: "Starting this new license with Timex Group gives us the opportunity to pursue our brand extension strategy with a long-term vision.
"We sought a partner who could expand our presence in the watch and jewelry space especially for our fans around the world while sharing our core values."
Pics courtesy Aston Martin and Timex.