The greatest contributions to horology from Timex, like the one-dollar Yankee pocket watch and the V-Conic, were American-made. The railroads, and then later the post-war consumer boom, created strong demand for tough and affordable watches that Timex managed to consistently provide. Mid-century executives built the company by democratizing the watch, making timepieces for the masses. And, in a way, they’ve come full circle with the new American Documents collection. The difference is in the positioning of the watch. In the past, the unique selling point of Timex was the watch’s unwillingness to die, and an entire communication strategy was based around the simple fact that these watches just didn’t break. Today, the product positioning is about tapping into the core of the American identity, and they’ve done this on a practical level and an ideological level. On the practical side, they’ve commissioned parts of the watch from industries adjacent to watchmaking, but firms that have not had any experience making parts for watches. For example, the strap supplier is S.B. Tanning out of Red Wing, Minnesota (related to the company that makes boots of the same name). There’s a very specific kind of Americana vibe associated with this watch.
from Best Watches For Men http://bit.ly/2vawA8k