“It takes a licking and keeps on ticking,” ads for the new Timex watch proclaimed. The mechanical wristwatch starred in every commercial. It was frozen in an ice-cube tray and suspended in the chamber of a vacuum cleaner. It cliff-jumped in Acapulco. It attended a batting practice strapped to Mickey Mantle’s bat. An Air Force sergeant volunteered to crash a plane while wearing the watch. By the end of the 1950s, one in three watches sold in the United States was a Timex.
Today, the 150-year-old brand continues to sell high-performance sports and everyday watches around the world. Innovations abound, such as the interchangeable strap—which turns a single watch face into a wardrobe’s worth of accessories—as well as the Indiglo light-up feature. The timepieces appear in the press more regularly than gossip about the queen’s fallen soufflé—with multiple plaudits in GQ, InStyle, and Elle just this year.
I like this watch, because of the strap and the indiglo light it has. I have trouble finding straps that fit my wrist. I love the indiglo light because when I want to know what time it is (especially in the movie theater.)
I bought this for my 92-year old mother who wanted a watch that was easier to read. She LOVES the watch but not the band it came with and plans to replace that with a stretch band. She espcially likes the "Indiglo" function for evenings and mornings, when the light is low.