Summary
In the age of the smartphone, the classically styled wristwatch at value price has a strong allure and Timex is well positioned to own this space. Think of it as 'mainstream jewelry'. The vintage field watch taps this vintage vein.
Analysis
As wristwatches become less necessary for function, they take on more of a self expression-personal branding role. They remain for most men, and many woman, the primary acceptable jewelry item that does not draw undue attention in the workplace.
In the same way that vintage cars and furniture inspire passionate longings in consumers and collectors, vintage wristwatch styles have the same appeal, and Timex has the infrastructure and know how to manufacture them at affordable 'fast fashion' prices.
Like handbags and neckties people crave the variety that an assortment of under $30 wristwatches will provide.
Target and Kohl's provide the ideal launching pad for this assault, classic catalogs, the roadmap.
This author consults with leading institutions through GLG
Analyses are solely the work of the authors and have not been edited or endorsed by GLG.
