WU25 Panel: Exploring Timex Atelier
Timex has been a significant figure in American watchmaking for nearly two centuries and has recently made strides in creating appealing watches that resonate with both mainstream consumers and enthusiasts. The Timex Atelier initiative marks a design-focused shift towards a more upscale market, featuring premium materials and higher price points. During a panel discussion, CEO Tobias Reiss-Schmidt and designer Giorgio Galli explained the evolution of the brand, emphasizing their commitment to a luxury approach that remains accessible. They highlighted the importance of authenticity and keeping the brand's heritage while pushing its boundaries. The conversation also touched on the challenges of moving upmarket in the watch industry, with Zach Weiss noting that authenticity is crucial for success. Unlike brands that attempt to create affordable sub-brands, Timex’s strategy focuses on making quality watches that reflect their design ethos without losing touch with their roots. Galli described the modern design philosophy of Timex Atelier as timeless and comfortable, aiming for products that blend contemporary elements with the brand's identity while avoiding nostalgia or futurism.
