Moves Timex Upscale

The Timex Group, whose popularly priced signature brand is America's best-selling watch, is moving upscale with TX, its new German-engineered, Italian-designed, midprice, multifunctional brand in a new category Timex calls “TechnoLuxury.” It's making its formal debut in the U.S. market this year. The new brand represents the next chapter for the group, says Herb Doscher, TX's U.S. brand manager, and an important part of the big watchmaker's expansion into more sophisticated, higher-price products. Retailing from $375 to $626, TX has “the highest price yet for a Timex-developed product,” says Doscher, but that range has “tremendous opportunity, with little competition, to offer elements of luxury watches and technology at an approachable price,” he told JCK. TX is also part of Timex Group's growing presence in fine jewelry stores. However, unlike Timex watches, with thousa
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