Timex Goes Upmarket: Sheds Some Cheap Plastic, Reveals Style
There was a time when Timex was the word in mass-market blase time keeping. They might as well have had the catch-line "when all you want to do is know what time it is." So utterly devoid of any aesthetically redeeming qualities, Timex continues to pour out watches that could be purchased at your local super market or swap meet. The biggest threat to Timex? The cell phone. People who wore Timex watches could care less about what is on their wrist or what it looks like, they just need to know the time. Enter cell phones and you have your instant time teller always with you, and you don't need a watch. Perhaps not as convenient as the time on your wrist, but you don't have to wear a watch ugly as sin around anymore when your cell phone is in your pocket.Despite these harsh words, Timex grew large with volume and alarm clocks apparently. Cheap prices and market saturation will do wonders. Then one day they realized there was more to watches than hideous Velcro straps. They had the money,

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