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TIMEX ANNOUNCES “TIME FOR ME” WITH NEW ADIDAS ORIGINALS

by John Russel Jones Jul 05, 2022

Timex Group has announced the debut of “Time For Me,” a campaign to launch Adidas Originals Timepieces, the first collection designed, manufactured, and distributed by Timex for the sporting goods company.

Taking the position that the events of the last few years have left consumers with the sense that time has never felt more valuable, the company created the campaign as a series of snapshots that captures the dynamic, impromptu, and honest lives of the young creative: A collective who champions unique personalities and self-expression to make this their time and to seize the day. Taking cues from this cohort’s outlook, “Time For Me” shows how the watch adds new creative potential and ways to further express style, ultimately becoming an accessory to complement not only an outfit but a lifestyle.

“The new collection is where design exploration and watch functionality converge,” said Giorgio Galli, Chief Executive Creative Director of Timex Group. “This collection tells a story of purpose and thought and lends itself to self-expression and self-awareness.”

The new range blends the Timex Group watchmaking and design expertise and Adidas Originals’ street culture inspiration and attention to sustainability. It is available at Adidas-owned stores, www.adidas.com, and through select stores, including Nordstrom and Saks Fifth Avenue. Retails range from $69 to $189, depending on the materials used.

The first assortment blends the watchmaking and design expertise of Timex with Adidas Originals’ street culture inspiration and attention to sustainability. There are four different styles in multiple colorways for this collection including the Digital Two, Project One, Project Two, and Digital One GMT.

Leading watch manufacturer Timex Group has joined forces with adidas Originals for an all-new selection of watches inspired by today’s creative generation. The campaign, titled “Time For Me,” sees adidas Originals continuing to champion the young creative, empowering their unique personalities and ability to express themselves.

Comprised of four distinct styles in vivid colorways, the collection fuses adidas Originals’ streetwear aesthetic with heritage design. “Concrete Junglists” is the first in the series designed for the city-born creatives who live life in the concrete jungle. The second is “Reeewind Time,” which combines an ’80s retro design with a modern flair. The third watch in the collection is dubbed “Sustainably Strapped,” which sees the brand taking the design back to its core, using sustainable materials and running on solar power.

The final design is “Game On The Go,” drawing inspiration from the streets as the everyday home for the young creative. Colorways switch between vivid adidas blue and green to classic silver and black, alongside sleek monochrome editions too.

The new adidas Originals watches are available for purchase from the Watchshop website. In other collaboration-related news, check out the latest from Tremaine Emory’s Denim Tears and Dover Street Market.

According to the brand, the four new models blend the latter’s “street culture inspiration” with the former’s “watchmaking and design expertise”.

The capsule collection features two digital and two analogue watches.

Of the digital models, the Digital One GMT is a multifunction watch with a GMT function that comes in a semi-transparent case and with a matching strap. Digital Two is a steel watch that comes in five colours and on rubber straps or a metal bracelet.

The two analogue watches are Project One, a solar powered model, that comes with a bio-resin strap and an “ocean recycled” plastic case, while Project Two has the Adidas logo embossed on its dial.

The watches are keenly priced, costing between £49 and £79.

The Timex Group manufactures watches for a variety of brands in addition to Timex, including Versace, Ted Baker and Salvatore Ferragamo. By the Timex Group’s own admission the Adidas Originals models are aimed at a youthful, entry-level watch buyer.

“We see a strong and increasing interest in watches among young Millennials and GenZ,” said Tobias Reiss-Schmidt, President and CEO of Timex Group, when he announced the partnership last May. “We could not be more excited to welcome Adidas into our portfolio of brands.”

The new releases are the first fruits of that collaboration. Presumably thanks to their intended audience they arrive swathed in some perplexing marketing bumf, seemingly dreamed up by Perfect Curve, the fictional digital strategy company from W1A.

The Digital One GMT, for example is aimed at “Concrete Junglists”, and “centred around the Young Creative lifestyle that lives within the concrete jungle that is the city, easily adapting to the modern explorer’s lifestyle as it keeps time anywhere in the world’. Project Two, on the other hand, focuses on “the streets” as the “everyday home of sport for Young Creatives”.

Whoever the intended buyer, they get the thumbs up from us – particularly the gold-coloured Digital Two, which apparently “represent[s] the musical expressiveness of the Young Creative”.