ITS WATCHES have kept people punctual through two world wars, the great depression, the rise and fall of heavy industry and the dawning of the dotcom age.
So, it's hardly surprising, that the economic downturn of recent years has done little to knock Timex's ongoing success out of sync.
In fact, as the 155-year-old company ticks into 2010 - which comes with signs of recovery on the horizon - it looks set to continue to grow its market share as it brings an array of new models to the High Street, with new divers watches and ladies watches making up most of the new collection.
A number of high-profile acquisitions by the firm in the US have come in parallel to its ongoing strategy to cover all bases - luxury, outdoor, sports as well as the low cost market.
From the boardroom to the bottom of the ocean, its newest models - which should prove big hitters in the next 12 months - are as varied in functionality and style as they are in price point.
The American-born company enjoyed early success in the 1850s by producing timepieces for the US working class.
And, two turns of the century later, the brand still holds true to its roots by releasing a constant stream of affordable watches - alongside the more salubrious models, which are now entering the designer watch market. A market place people never thought you would see the Timex brand.
As we move into 2010, the basic-but-robust Expeditions Camper range - described recently by the New York Times as cheap and cheerful - has stood the test of time and its success shows no sign of waning this year.
The no-frills range, endorsed by adventurers, is made up of reliable watches which do exactly what they were invented for - tell the time.
Three years ago, Timex's major breakthrough was the launch of the Ironman iControl watch, a sports watch which doubles up as a wireless device that is compatible with iPod and iPhones.
This year the group plans to further flex its technological muscles and grow its appeal with the gadget-loving techies and outdoor explorers with extreme demands.
Among its stable of increasingly-technical watches for those at the mercy of the elements is the Expedition E-Tide Temp Compass.
Not only does it house a neat electronic compass, its tidal track displays the hours until the next tide, measures the temperature in Fahrenheit and Centigrade and also has the added bonus of an adjustable declination scale for more accurate results.
But this is just the tip of the iceberg for Timex's techno-revolution as it continues to wage war in the gadget world with other well-established electronic kings such as Casio.
Expect further advancements in the future, including more assimilation with mobile devices and watches which can take advantage of the endless possibilities created by wireless connectivity.
Meanwhile, as it has always done, Timex has maintained a firm foothold in the luxury market through a number of new and classic bestsellers.
The iconic T-Series, which was introduced to mark the rich heritage of America's oldest watch company, has proved popular throughout the economic downturn and is likely to grow its reach further in 2010 as consumer confidence returns.
With watches which range from the price of an evening meal to the value of the average Joe's lifesavings, it appears the Timex brand looks to be as strong as it has ever been, regardless of what the economic climate dare
Timex Watches Grow From Strength To Strength In 2010
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