American heritage watchmaker known for its durable, accessible, and straightforward timepieces for everyday wear.
ORIGIN
USA
PRICE TIER
affordable
Established in 1854 as the Waterbury Clock Company in Connecticut, Timex democratized timekeeping by shifting watches from a luxury item to a reliable, everyday accessory. The modern company was formed in 1941 by Norwegian immigrants Thomas Olsen and Joakim Lehmkuhl, who pivoted the factory to produce precision timers for the war effort, a history that informed the brand's reputation for durability. This was famously captured in the post-war slogan, "It takes a licking and keeps on ticking," which was supported by dramatic live 'torture test' television commercials.