Timex, the iconic American watchmaker, has joined forces with French creative studio seconde/seconde/ to introduce a limited edition collection of whimsical watches known as the ‘iykyk’ – an acronym for “If You Know, You Know.” This collaboration adds a playful and unconventional twist to the world of watchmaking by incorporating quirky graphics and references to famous watch industry nicknames.
While the watch industry often adheres to traditional design and practices, seconde/seconde/ has carved its niche by subverting norms, employing wordplay, irony, and unique graphics in watch design. The collaboration between Timex and seconde/seconde/ brings forth a limited edition duo that doesn’t directly mention the iconic nicknames but leaves it to connoisseurs to recognize them.
The Timex x seconde/seconde/ ‘iykyk’ collection comprises two models: ‘iykyk’ Episode 1 and ‘iykyk’ Episode 2. Episode 1 is based on the Q Timex, featuring a retro 70s aesthetic. It showcases a distinct seconds hand design with a funky orange bendy straw graphic, replacing the traditional seconds hand. This watch pays homage to a particular soft drink with a red and blue bezel allowing for the setting of an additional time zone.
The 38mm stainless steel case, with a lug-to-lug width of 18mm, sits higher on the wrist due to its slanted lugs, housing a Japanese quartz movement and a battery hatch for easy replacement. This episode is limited to just 500 units, with each watch’s unique serial number engraved on the caseback.
In ‘iykyk’ Episode 2, the focus shifts to the Timex M79 automatic watch, stylized after a famous comic book hero. The watch boasts a bright red ‘Slap’ graphic as the moving seconds hand, inspired by comic book-style onomatopoeia. The black and blue rotating bezel further connects to the superhero theme.
This model maintains the M79’s quintessential 70s design, with a 40mm barrel-shaped case, domed acrylic crystal, lume-filled indices, an 18mm lug-to-lug, and a sporty stainless steel mesh bracelet. Powering this watch is the reliable Miyota M79 movement with a 40-hour power reserve. Similar to Episode 1, Episode 2 is also limited to 500 units, each marked with a unique serial number on the caseback.
This collaboration brings a breath of fresh air to the often conservative watch industry, appealing to collectors and enthusiasts who appreciate shared references, history, and insider knowledge. It’s an ode to watch passion, infused with unexpected joy and references that spark lively conversations among horology aficionados. However, the unconventional approach may elicit mixed reactions from the watch community.
With just 500 units of each episode, these watches, priced under $300, may generate a collecting frenzy due to their limited edition status and accessible price point. Given the episodic titles, it’s possible that the ‘iykyk’ story will continue with more surprises in the future.
In a world where tradition reigns supreme, Timex and seconde/seconde/ have dared to inject a dose of fun and controversy into the watch world. The ‘iykyk’ collection is a testament to the enduring power of shared watch passion and the joy of the unexpected in horology. Whether it resonates with you or not, it’s sure to stir up discussions and opinions among watch enthusiasts. Feel free to share your thoughts in the comments below.
