Watches

Adidas Is Making Watches With the Timex Group. Here's How to Get One

Introducing four new models built with GenZ in mind.
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Adidas Originals has announced the first of four watches in its collaboration with the Timex Group.

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 analog 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 colors and on rubber straps or a metal bracelet.

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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.

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"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."

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Or just looks like a cool watch from the '80s—at an historically appropriate price.

FromEsquire UK

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