Timex elevates itself with Swiss-made launches planned
Timex has unveiled its new Atelier collection, which sees the brand elevating its watch offering.
Launching in the fall are the collection’s first two Swiss-made automatic timepieces — the Timex Atelier Marine M1a and Timex Atelier GMT24 M1a.
The Marine M1a features a skeletonized steel case, ceramic dive bezel, and an enamel dial beneath sapphire crystal. Powered by a Swiss CATENA SA 100 automatic movement with 200 m water resistance, it comes on either an adjustable steel bracelet or NBR rubber strap.
Meanwhile, the 40 mm GMT24 M1a uses a Swiss Landeron 24 automatic GMT movement to track multiple time zones. The refined package features a glass-box sapphire crystal, a black enamel dial, and an exhibition caseback.
“Timex Atelier represents a defining moment for Timex,” said Tobias Reiss-Schmidt, president and CEO of Timex Group. “It distills more than 170 years of watchmaking into a refined design philosophy rooted in proportion and clarity.”
The Marine M1a launches on September 25, priced at $950–$1,050 / £800–£900, while the GMT24 M1a follows on October 17, priced at $1,350–$1,450 / £1,000–£1,100.
