Timex Expands Licensing for Non-Watch Products

First, there were Timex watches, then Timex sunglasses. Soon, there may be Timex cell phones, smoke detectors, luggage, and even tire gauges. That’s because Timex, America’s best-selling watch brand, has signed with IMG Licensing to handle “select licensing and merchandising arrangements” for the “Timex” and Timex “Indiglo” trademarks.

The announcement was made March 25 in New York by Helen Prial, vice president of Timex Licensing Corporation, and Neal Seideman, vice president of IMG Licensing, the world’s largest trademark and licensing company.

“Timex has a 98% brand awareness in the United States and is recognized for providing well-designed products at an affordable price,” says Prial. “In addition, for the last half-century, Timex has been supported by strong marketing initiatives. Licensing is the logical next step to expand the brand’s reputation to other areas of consumer interest.”

Timex has already licensed its name to a few products, including alarm clocks, medical thermometers, sunglasses, and (in Japan) clothing. Working with IMG, it will expand its licensing opportunities to a wider range of product and service categories.

Plans call for using the “Timex” and “Indiglo” names on products and services in portable communication devices (PDAs, cell phones, GPS systems, and MP3s) and home equipment (air purifiers, humidifiers, dehumidifiers, heaters, fans, thermostats, smoke and carbon monoxide alarms, and pest repellents). Other possibilities, says IMG, include luggage, automotive devices (tire gauges, air compressors, battery chargers, inverters, and converters), tools, and hardware (measuring tape dispensers, stud finders, calibration tools for surveying, and construction calculators).