There was a time when Timex was the word in mass-market blase time keeping. They might as well have had the catch-line “when all you want to do is know what time it is.” So utterly devoid of any aesthetically redeeming qualities, Timex continues to pour out watches that could be purchased at your local super market or swap meet. The biggest threat to Timex? The cell phone. People who wore Timex watches could care less about what is on their wrist or what it looks like, they just need to know the time. Enter cell phones and you have your instant time teller always with you, and you don’t need a watch. Perhaps not as convenient as the time on your wrist, but you don’t have to wear a watch ugly as sin around anymore when your cell phone is in your pocket.

Despite these harsh words, Timex grew large with volume and alarm clocks apparently. Cheap prices and market saturation will do wonders. Then one day they realized there was more to watches than hideous Velcro straps. They had the money, and the resources, and they wanted a watch that looked nice. Hear me on this that Timex does not need it’s TX and other new watch line to stay profitable. The role of these watches is modest growth, but more important brand quality and image.

It is debatable whether or not the new Timex watches are “beautiful.” They are certainly masculine and functional with a hint of “now what is that?” Inside, we are talking about quality swiss movements and a good deal of attention towards detail. I really need to see one of these watches to determine how they measure up, but from the consumer images I have seen, there is a lot to like in terms of size, and finish. What they do not have yet is a lot of variety. While the colors, materials, and composition might alter, they seem to be using many of the same movements. Further, the designs all seem to focus on partial circles with jump-back dials on the face in asymmetrical layouts.

Rugged exploration is what the new Timex TX lines are all about. Time will tell whether the Timex brand will be taken more seriously due to their newest efforts. The TX brand starts at a few hundred dollars in to the several thousands. One has to give Timex credit for trying, and playing the marketing. Go check out the official Timex TX website here.

Want a Timex TX series watch? They have them available here at Buy.com.