Timex Just Released a 'Coke' Colorway of Its Affordable Automatic, the M79
Soda is bad for you. I know that. We know that. But take a look at this watch right here and try to tell me you couldn't go for a Coke right now. One of those glass-bottle ones with the real sugar and the pry-off cap? Come on. That sounds delicious!
Oh, you're more of a matcha person? Fair enough. But thanks to its distinctive colors, the kind of split, red-and-black bezel you see on Timex's newest iteration of the M79 has earned the "Coke" nickname in watch circles. Granted, that moniker has a lot to do with another watch company with "ex" at the end of its name (the black-and-red Rolex GMT-Master II, the spiritual successor of the original "Pepsi" GMT-Master), but the striking design language has become a part of the greater watch world's lexicon at this point. And if you're in the market for an affordable (but reliable!) automatic watch that scratches that particular aesthetic itch, you can't go wrong with the M79.
The 40mm case sits comfortably on the wrist.
This latest version of the vintage-inspired watch is a successor in its own right. After the success of the smash-hit Q Timex reissue nearly two years ago—in a Pepsi colorway, no less—the folks at Timex started to expand the portfolio. And though the one that set this all in motion was based on a seminal quartz-movement model from 1979, watch fans' love for automatic movements led to the creation of a mechanical version: the M79.
Timex M79 Automatic Watch
The change from quartz to automatic required a couple shifts. First off, the case was upsized from 38mm for the Q Timex to 40mm to give room for the movement (which, by the way, boasts a 40-hour power reserve). The price jumped a bit, too, from the original Q Timex reissue's $179 to $279 for the M79. Yes, this it's more expensive (math!) but it's a remarkably good price for an automatic watch, and pocket change compared to the astrological heights to which prices can climb.
So you can think of it as a great starter for an ongoing collection. Or you can simply call it a fantastic deal. Either way, you can rest assured you're getting your money's worth. And with what's left over, you can buy yourself a Coke. Or a matcha. Your call.
This story originally appeared on Esquire.com. Minor edits have been made by the Esquiremag.ph editors.