Timex launches new ‘Atelier’ brand

Defined by a contemporary design conceived by Timex Group’s chief creative director, the Italian Giorgio Galli, the label introduces four new models: ‘Marine M1a’ and ‘GMT24 M1a,’ each available in two versions.

The Timex Atelier Marine M1a features a 41 mm stainless-steel case, a skeletonised construction with a black IP-coated mid-case, a screw-down crown, and water resistance to 200 metres, all protected by a double-curved sapphire crystal with a triple-layer anti-reflective coating. The unidirectional rotating bezel has a black ceramic insert, Swiss Luminova, and a dive-time scale. The dial is glossy black enamel.

Powering the watch is the Swiss automatic Catena 100 movement, offering 29 jewels, a 36-hour power reserve and a frequency of 28,800 vibrations per hour. The model is available with a steel bracelet fitted with a custom deployant clasp and self-adjusting links, or with a premium NBR rubber strap.

Meanwhile, the Timex Atelier GMT24 M1a marries mechanical precision and functionality in one of watchmaking’s most iconic complications. At its heart is the Swiss Landeron 24 GMT automatic movement, visible through the exhibition caseback, with a fourth hand indicating a second time zone.

It features a domed “glass-box” sapphire crystal, an enamel dial with a rich, glossy finish, applied indices and hands treated with Swiss Luminova, and a 40 mm skeletonised stainless-steel case, reinforced with a plated mid-case and finished with a refined satin-brushed surface. This watch also comes in two variants: one with a self-adjusting steel bracelet with a custom butterfly deployant clasp and removable links, the other with a premium black NBR rubber strap.

“Timex Atelier represents a defining moment for Timex. It encapsulates over 170 years of watchmaking in a refined design philosophy based on proportion and clarity. It is an expression of our identity and our evolution,” said Tobias Reiss-Schmidt, president and CEO of Timex Group, in a statement.

As America’s oldest watchmaker (founded in 1854 in Waterbury, Connecticut), Timex Group employs more than 3,000 people. The company produces its namesake brand, alongside the Timex Market, Timex Lab, Tribute Collection and now Timex Atelier labels, and, in addition to the Luxury Division- which produces timepieces for Versace, Ferragamo, Philipp Plein (watches as well as jewellery and the Swiss-made Time Machine line), and Plein Sport- the US group’s operations also include the Sequel Division, which covers products from the Gc, Guess, and Guess Products brands, and the Fashion Licence Division, with the Furla, Ted Baker, Nautica, and Adidas brands.