Watches of Switzerland shifts into volume market with Timex
Watches of Switzerland has expanded its offerings by incorporating Timex into its brand roster in the United States, marking a strategic shift towards high volume, lower-priced products. Timex, known for its American heritage and affordability, was previously not available through Watches of Switzerland except online. The inclusion of Timex follows the group's previous most affordable options, which were Citizen and Tissot, and highlights a new direction for the company. Timex has a rich history dating back to 1854, starting with the production of brass clocks and later wristwatches that made timekeeping accessible to the masses. Over the years, it has adapted and evolved, embracing quartz technology in the 1970s to compete with Asian manufacturers. The promotional materials from Watches of Switzerland emphasize Timex's legacy of reliability and classic style, showcasing models like the Waterbury Heritage Chronograph and the Q Timex 1975 Enigma Reissue. While Timex watches are now featured, they are available only online, with prices ranging from $129 to $349, setting them apart from the more expensive offerings from Citizen and Tissot.
