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In 1854, Timex Group USA was founded as the Waterbury Clock Company in Waterbury, Connecticut. In 1944, the company was reformed into Timex Corporation. In 2008, the company was acquired by Timex Group B.V, and was renamed into Timex Group USA. The Timex brand watches has over 33,110 outlets for retail and a huge network of 53 distributors across 72 countries worldwide.
When brass manufacturer Benedict & Burnham decided to start manufacturing clocks with brass in 1854, they initially traded under the guise of ‘The Waterbury Clock Company’. Becoming legally incorporated in 1857, their whole ethos was bringing the same luxury designs being imported from Europe to the masses in the States, at accessible prices. They quickly reached this target, swiftly becoming one of the largest producers of watches and clocks in both the US and internationally.
Originally producing copies of more expensive designs, it wasn’t until 1887 that they designed and created their Jumbo pocket watch. By now the company name has changed to the Ingersoll Watch Company, and the success of their newest design caught the attention of salesman Robert H. Ingersoll. With the help of Robert and his brother Charles, the brand created the Ingersoll Dollar Watch, selling them for, as you might have guessed, a dollar, and taking the market by storm.
The brand grew at a rapid rate, and by 1878 they were producing over 200 pieces a day, having to upgrade to a larger factory to keep up with the demand. Despite the fact that the quality was high, the price was cheap, and the popularity for the brand was only growing, poor sales techniques meant that the watches were being sold at a loss, and the company soon fell close to bankruptcy.
It wasn’t until World War 1 when artillery gunners needed to read time while still using their guns, that Ingersoll began to crawl back from the debts. They modified one of their women’s designs, the Midget pocket watch, and changed it into a precise and well crafted military-issue wrist watch. The first of its kind, the design revolutionised watch making, and helped with the production of the wrist watch we see today.
The military may have helped with Ingersoll’s design elements, but it was Disney that helped propel it back into the commercial spotlight. 1930’s America was still suffering from post-depression hardship, and a little character called Mickey Mouse seemed like a good way of creating some much needed cheer. Joining with Disney, Ingersoll created the famous, and hugely popular Mickey Mouse watches and clocks, and this success helped cement them as a respected and popular brand.
It wasn’t until the 1950s that Timex finally got its name, and by then it had improved its mechanisms to make it’s products run at an improved rate and with cheaper manufacturing steps. With adverts showcasing its practically indestructible build, and charismatic anchorman John Cameron Swayze hosting their product demonstrations – Timex was expanding rapidly.
Timex watches gradually became known for their reliability and superior design. As they insisted that jewellers only marked up their watches by 30%, many outright refused to stock the brand. To counteract this, head of marketing, Robert Mohr, built a distribution network of drugstores, department stores and other, then unusual, points of sale.
By 1972, attempting to keep up with the rapidly changing marketplace – Timex began producing digital watches. While troubles in the company at both a production and management levels, the company struggled to maintain it’s market share in a now predominantly electronic market – with most of their watches retailing at nearly double that of their competitors.
The 80s turned things around though, with the brand focusing back on timepieces and nothing else, and improving functions such as battery life, style and water resistant properties. With this focus on new designs and features Timex created styles that are still available to this day, and their popularity has stayed consistent over the years. With a stream of successful releases from the then onwards, Timex cemented it’s place in the market – becoming one of the most prevelant in the modern day.
Created in 1986 with the assistance of professional athletes, the Timex Ironman quickly became one of the best selling watches in the US.
In 1997, the aptly named Timex Expedition was created for rugged exploration and sports. There are now various designs based around the original Timex sports watch, with each one easily incorporated into more casual outfits as well as athletic gear and for over decades Timex has been innovative.
Timex has stayed as the world’s largest selling sports watch.
Since its beginning, the unprecedented success of the Timex brand can best be attributed to its driving passion for undaunted innovation. By applying cutting-edge production methods to a static industry, Timex revolutionized watch making and created a cherished consumer brand with products in outdoor, sports and style categories. Through creative marketing that extolled the value and reliability of the product and brand in a compelling, engaging and spirited fashion, Timex became a household name synonymous with design, durability, and performance.
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