How Timex tries to keep pace with changing consumer preferences

Stephen Whiteside
Warc

For well over a century, Timex has made timepieces that combine striking design with unfailing accuracy.

But as the rise of wearable technology transforms the roles that watches can perform – from reading email to checking stock prices, making mobile payments, and tracking the wearer's heart rate – so consumer expectations are moving beyond fashion, durability, and reliability to embrace numerous digitally-powered features.

Timex certainly could claim a strong heritage in fitness and running-an area where wearables are especially popular-having launched its IRONMAN line of digital watches in 1986 to focus on the interests of amateur and professional athletes alike.