August 18, 2022
Timex is promoting a new watch with a New York City billboard. The $140 watch, a collaboration with the Brooklyn-based clothing company Adsum, is currently sold out. But the ad’s message lives on.
“Know the time without seeing you have 1,249 unanswered emails,” reads the sleek, minimalist billboard, apparently referring to Apple’s Watch that displays your notifications on your wrist.
Timex was founded in 1854 and has become a global household name for traditional watches. But Apple gave consumers a very different product with its series of smartwatches starting in 2015.
But that hasn’t stopped Apple watch from being a hit, even though it wasn’t always: It struggled to appeal to people for the first year or so into its presence on the market.
Then Apple changed its strategy to gear the Watch more towards fitness—a tool to track one’s physical health while also staying on top of regular iPhone alerts—instead of mere fashion or luxury. The Watch Series 2, for example, rolled out in 2016 and came with GPS that you could use without your smartphone.
Research contact: @BusinessInsider