Remember the iconic Timex slogan, 'It takes a licking and keeps on ticking'? Well, it's more than just a catchy phrase; it's a testament to the brand's enduring commitment to durability. This commitment is beautifully embodied in their latest offering: the shockingly affordable Timex Easy Reader Classic.
Published 2 hours ago.
For watch enthusiasts, the phrase 'It takes a licking and keeps on ticking' is synonymous with Timex. This mantra, born in the 1950s, was designed to showcase the robustness of their timepieces.
Even today, this principle guides Timex. While they may not reach the extreme levels of resilience seen in G-Shock watches, Timex watches are still known for their reliability and sturdiness, especially considering their budget-friendly price point.
The new Timex Easy Reader Classic is a direct descendant of the brand's 1960s 'torture test' survivors.
But here's where it gets controversial... what exactly were these 'torture tests'? In the 1960s, Timex ran live advertisements that put their watches through the wringer.
These tests included submerging watches in water and agitating them with an outboard motor to test their water resistance. Another test involved an archer shooting a watch attached to an arrow through glass to test its shock resistance.
There was even a humorous mishap in the late 1970s when an elephant stepped on a watch, shattering it. The elephant handler quipped, "Time to get a new Timex." Despite the occasional failure, the tests proved that these affordable watches were incredibly tough.
This new Easy Reader continues that legacy. While economic factors have changed over the years, this watch remains a reliable, budget-friendly option.
And this is the part most people miss... the Easy Reader blends vintage style with modern features. Inside its brass case, you'll find a modern quartz movement – a classic Timex element that helped revitalize the brand in the 1970s.
The white dial features classic Arabic numerals for the 12-hour markers, along with a secondary set of 24-hour markers in red, matching the seconds hand. A date window is also included at the 3 o'clock position.
However, the most interesting feature is the Indiglo backlight, usually found in digital watches. Its presence in an analog watch face is unusual and sets this watch apart.
It's important to note that this is a dress watch, not designed for extreme adventures. While it's water-resistant to 30 meters, it's best to avoid submerging it. However, for just $71, you're getting a lot of watch.
Pricing and Availability
The Timex Easy Reader Classic 38mm Leather Strap Watch is available now on the brand's website for $71.
Specifications
* Case: 38mm
* Movement: Quartz
* Water Resistance: 30m
What are your thoughts on Timex's legacy of durability? Do you think the 'torture tests' were effective marketing? Share your opinions in the comments below!
