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July 5, 2007

Timex Brand Name Getting An Upgrade with the TX

TimexAn article on about the launch of the high-end Timex TX watch brand name heralds a new luxury watch being quietly made by the famous company that is known mostly for making a watch that "takes a licking and keeps on ticking."

TimexWatchThe new brand is the "next chapter" for the Timex group, which is creating a niche for itself that they have named "TechnoLuxury." The watches go for between $375 and $626.

Interestingly, the TX brand name is being disassociated with the trusty old Timex brand name. The TX cannot be found at Timex outlets - they prefer to re-sell through places like Bloomingdale's or Saks - and is being presented to the U.S. market as the TX Watch Co. for "a completely new brand for a new generation of consumers." These are now well-heeled men ages 25-45, as there are no women's models yet.

Here is the mystery YouTube video that Timex claims was not made by them.

I like the TX message, since it's in the genre of text messages and TX brand is being targeted to a younger audience. And it obliquely refers to an original Timex brand.

I was also interested to learn that the Timex Group is a private, Norwegian-owned company. I had always thought the Timex brand name and company name were uniquely American, as did the Watch Report, who recently profiled the TX. At least the TX headquarters is still in Connecticut.

VersaceTimex also has acquired the Versace SA, Salvatore Ferragamo SpA and Vincent Brard SA luxury watch brand names.

This essentially means that Timex wears many faces, analog and digital, and a stable of brand names to appeal to different consumer demographics.

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Posted by William Lozito at July 5, 2007 8:53 AM
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