The answer is not. Timex isn’t a luxury brand. It was never and, judging by the look of it, they’re certainly not planning to go in that direction. Why? From the beginning of the brand’s existence, they’ve been focused on low-cost and somewhat premium-looking watches. So, that’s that!

What Makes a Watch a Luxury Watch?

In the beginning, we will explain the reason Timex does not belong to the elite models, let’s take a an examination of the actual significance that is “luxury”. The most expensive watches typically have:

• Materials of high-end quality like platinum, gold and sapphire crystal.
• Mechanical motions are designed and put together by hand.
• A strong heritage, with limited production keeping them exclusive. Sometimes, they are super exclusive.

These kinds of craftsmanship and exclusivity typically are accompanied by a pricey cost, often ranging up to thousands, or less often, hundreds and many thousands.

The Timex Story

Timex has always viewed things in a different way. It was founded with it was the Waterbury Clock Company in 1854 in the United States, with an intention to make products which would help make timekeeping accessible to the average man. The so-called “dollar watch” brought fame to Timex with the realization that millions of people can now have a watch of their own.

At the time World War II began, the company was already producing precision timers to be used by the military, and was able to earn the title as a firm that could produce robust and precise parts. So, in 1950, the company finally changed to the larger Timex offering a collection of wristwatches that were known for their dependability, durability and value. Their tagline “Takes a licking and keeps on ticking” wasn’t utilized as a marketing campaign however, it was used as a reference for the brand.

Where Does Timex Stand Today?

In the current market, Timex figures as one of the top brands in the segment of watches that are affordable. It is competing for attention against Casio, Fossil, and Swatch. Although Timex is far from being a luxury brand, it is little higher than the more basic fashionable watches due to its history along with the guarantees of high-quality. Certain collections are advertised by the name of “premium,” which really is just a way of saying they’re better made and have a better performance and not a sign of genuine luxurious.